Most small businesses struggle to stand out.

There’s competition everywhere, and finding a way to connect with customers isn’t always easy.

But one approach that works time and time again is storytelling.

Storytelling isn’t just about marketing—it’s about making people remember you, trust you, and choose you over someone else.

People connect with stories far more than they do with facts and figures.

A great story helps turn a small business into a brand customers genuinely care about.

Why Storytelling Works (And Why You Should Care)

People make decisions based on emotion first and logic second.

A compelling story taps into that emotional side—it makes your business feel real, relatable, and worth supporting.

Think about a local café that shares its journey of sourcing ethically grown beans or a gym owner who started their business after overcoming their own fitness struggles.

These stories create deeper connections and make customers feel part of something bigger than just a transaction.

What Makes a Great Business Story?

A good story doesn’t need to be complicated—it just needs to be real.

Here are a few key elements that work:

1. Why You Started – What inspired your business? Was it a passion, a problem you wanted to solve, or a gap in the market?
2. Your Values – What does your business stand for? Customers are drawn to businesses with values that align with their own.
3. The People Behind It – Who are you? Sharing your journey, challenges, and motivations makes your business more relatable.
4. Customer Stories – Real examples of how your business has helped people add credibility and build trust.

How to Use Storytelling in Marketing

Once you have a solid story, use it across different marketing channels:

• Website & About Page – Introduce visitors to your story, not just your services. This helps them connect with your brand.
• Social Media – Share behind-the-scenes moments, customer testimonials, and updates that reinforce your business’s journey.
• Emails & Newsletters – Instead of focusing solely on promotions, use storytelling to engage your audience and build loyalty.
• Advertising & Branding – A strong brand story should be reflected in everything from your visuals to your messaging.

The Bottom Line

People may forget what you sell, but they won’t forget how your story made them feel.

Small businesses that embrace storytelling create stronger customer connections, build loyalty, and stand out in a crowded market.

New Zealand has some fantastic examples of businesses using storytelling to connect with customers, build loyalty, and stand out in the market.

Here are just two Kiwi examples that showcase the power of great storytelling:

Pic’s Peanut Butter – From Garage to Global Success

Pic’s Peanut Butter has an inspiring founder-led story.

Pic Picot started making peanut butter in his garage, and through sheer passion and word-of-mouth, it became a globally recognised brand.

Their storytelling focuses on their humble beginnings, their commitment to natural ingredients, and their quirky, down-to-earth brand personality, making them highly relatable to customers.

https://www.picspeanutbutter.com/about-us

Allbirds – Sustainable Innovation

Allbirds, the Kiwi-founded footwear brand, has built its entire brand around sustainability.

Their story focuses on the journey of creating a shoe made from natural materials, their commitment to reducing carbon footprints, and their ongoing innovations in eco-friendly fashion.

Their storytelling isn't just about selling shoes—it's about making consumers feel like they're part of a movement toward a more sustainable future.

https://www.allbirds.co.nz/pages/our-story

Oh, and here’s another one ...a little bit closer to home.