Mastering Storytelling for Small Business Success

Jalen Prescott

You know, storytelling has this incredible ability to pull people in, right? It's not just about selling products; it's about forging a connection, fostering trust. I think about this one local coffee shop, just a couple blocks from where I live. They started just posting these short videos online, sharing how they decided to open up during the pandemic—it was kind of their way of giving back to the community. And those posts? They resonated. People felt their struggle, their hope... their heart.

Celeste Thompson

Yeah, and honestly, it’s those stories that stick. Like, when you hear something genuinely human, you’re more likely to say, “This isn’t just another business—I wanna support these people.”

Jalen Prescott

Exactly. And I think that's why founder stories are so important. Like, I remember a Caribbean restaurant I worked with, they built their brand around their grandmother’s recipe—this jerk chicken that had been in the family for generations. They would tell their story through everything: menus, little social media clips—even a video where the founder just talked about how their grandmother inspired them to pass the culture down.

Celeste Thompson

Mmhmm, it’s smart. What happened?

Jalen Prescott

Well, their customers didn’t just come back for the food. They kept coming back because they felt that story—it built loyalty that no ad budget could buy.

Celeste Thompson

It’s kinda like—oh!—this church ministry I worked with once. They started showcasing stories of their members. People talked about how the church had helped them through hard times—just super raw, honest stuff. They posted those videos online, and man, their engagement? It went through the roof. People were like, “Wow, this is a community I wanna be part of.”

Jalen Prescott

Exactly, Celeste. Testimonials from customers—or in this case, members—they’re just as powerful as founder stories. They give people a sense of, you know, “I belong here” or “This could work for me too.”

Celeste Thompson

And it doesn’t even have to be crazy polished, right? A good story will shine through, even if all you have is a decent phone camera and a willingness to share.

Jalen Prescott

Absolutely. Authenticity is king. If people feel the story is real, they’ll connect with it whether it’s shot on your iPhone or, you know, with a full production team.

Jalen Prescott

You know, what's great about storytelling today is that it doesn’t take a massive budget to be effective anymore. It’s like we were saying—authenticity is what people connect with, and now there are tools like Canva that make it so much easier to bring those stories to life. I’ve worked with businesses that used it to create stunning visuals—social media posts, presentations, you name it—all without needing a graphic design background.

Celeste Thompson

Oh, Canva is a lifesaver. I’ve actually used it with some youth groups to design flyers for events. Quick, simple, and... free. Well, mostly free.

Jalen Prescott

Exactly. Another great one is Anchor. You know, the podcasting tool. I had a client—a local baker—who started a mini-series talking about the history of Caribbean pastries. They just used Anchor to record episodes, share them, and let their customers hear the why behind their recipes. It added this layer of connection.

Celeste Thompson

Wait—so, like, they baked the pastries and shared the stories? That’s genius.

Jalen Prescott

Totally. And it was low cost. The whole thing was done with just a laptop mic. Yet, their customers loved it. And you know, repurposing is a big part of why that worked. They took snippets from those podcasts—made little teasers for Instagram, turned transcripts into blog posts. It’s all about getting the most out of what you create.

Celeste Thompson

Right, right. I always tell people: don’t just post once and move on! Like, if you film a two-minute testimony or a product how-to, chop it up. Post a 10-second teaser here, a reel there. Stretch that content out.

Jalen Prescott

Exactly, Celeste. And when budgets are tight, collaborations can be a game-changer too. I’ve seen brands team up with micro-influencers—those folks with smaller but engaged audiences. They promote the brand, the business gains exposure. It’s a win-win.

Celeste Thompson

I love that! I actually partnered with a youth group once—they had this project for their community. We created some really engaging social content together. I mean, the energy they brought was priceless—and it didn’t cost much at all. Just a bit of time, some leadership, and boom—done.

Jalen Prescott

Exactly. It’s about getting creative with your partnerships, using what you have. The right strategy, the right tools, and some authenticity can go a long way.

Jalen Prescott

You know, like we were saying about authenticity—that’s the secret sauce for storytelling. And it’s just as true when it comes to brand messaging. If what you’re sharing doesn’t feel real, your audience picks up on it immediately. It’s like trying to build a connection on quicksand. And consistency? That’s the glue that holds all of it together and really makes your story stick.

Celeste Thompson

Yeah, like, if your brand voice is one way on Instagram but totally different on your website? It confuses people. You’ve gotta align everything—the tone, the visuals, the message—so it feels seamless.

Jalen Prescott

Exactly. And one great example I’ve seen of this is this ministry campaign I worked with. They were doing outreach programs in their community, and everything they put out—from their social posts to their printed flyers—it was all rooted in real stories of the people they helped. It was emotional, heartfelt, and consistent across every channel they used.

Celeste Thompson

Ooh, I love that! What happened with it?

Jalen Prescott

It took off, Celeste. I mean, they saw a huge spike in engagement—users were resharing posts, leaving comments, even volunteering for their programs. And all because they stayed true to their core message: supporting the community through faith and action.

Celeste Thompson

That’s so powerful. And it’s something small businesses can totally tap into. Like, Jalen, I was thinking about a marketing campaign I saw from this eco-friendly cosmetics startup. They had this whole “sustainability journey” series on Instagram—reposting videos of their suppliers, showing the recycled materials they use. It was raw but impactful.

Jalen Prescott

And I bet that resonated with their audience, because it wasn’t just, “Look at our product!” It was, “Here’s why we do what we do.” That’s the heart of authentic messaging—meeting your audience where they are, showing them that your values align with theirs.

Celeste Thompson

Exactly! And you know, it’s not hard to start. Honestly, if people just sit down and answer three questions: What’s our story? What do we stand for? And, how do we help? That gives them a foundation—a compass—for every piece of content they create.

Jalen Prescott

Right, Celeste. And once you've got that compass, every post, every campaign—you can bring it all back to that central story. It makes things so much easier to keep consistent. I always say, the strongest stories don’t come from overthinking; they come from tapping into what’s real, what’s already there.

Celeste Thompson

Yeah, for sure. And that’s the beauty of brand storytelling. When it’s done authentically, it’s not just marketing. It’s connection. It’s purpose. That’s what sticks with people in the long run.

Jalen Prescott

Absolutely. And on that note, I hope today’s episode gave everyone listening some inspiration to start crafting their own brand stories. Just remember—be genuine, stay consistent, and keep telling the stories only you can tell.

Celeste Thompson

Well said, Jalen. And hey, if you’re enjoying the podcast, don’t forget to subscribe and share it with someone who needs a little storytelling wisdom today!

Jalen Prescott

Thanks for tuning in with us. Until next time, keep sharing your stories, and let’s keep building connections that matter.