Stories That Stick – and Why They Matter in Business

Friday, 27 June 2025

I’ve been surrounded by stories. Some written, some spoken, some shared over a brew. But all of them with one thing in common. They connect us.

Yesterday I was at the Northern Affinity ConnectUp event at Leeds Beckett University. A day packed with talks and the importance of connection, community, collaboration, and above all, finding your people. Your tribe.

A podcast I listened to recently explored the shift from long-form storytelling to the short, scrollable snippets we consume daily.

There’s room for both, but the stories that stick, the ones that shape how we think, feel or act, are the ones that go deeper. That show people, passion, purpose and drive.

And that’s true in business too. Whether it’s a tone of voice project, a training session, a press release, or a pitch, the story you tell shapes how people see you. And when it’s done well? It sticks.

Lately, I’ve noticed a theme in the businesses I’m working with and drawn to. Architecture. Law. Interiors. Creatives.

Different sectors, yes, but all with a need to balance logic with creativity, build trust and credibility, and communicate with a strong sense of identity and space.

It makes sense. These are the industries where structure and story go hand in hand. What you build – physically or metaphorically – is deeply connected to how you tell the story of it.

I’ve been working with some fantastic businesses, all with a shared goal. To sound more like themselves.

I’ve delivered PR and storytelling workshops through the A:VENTURE business support programme.

I’ve written and presented tone of voice guidelines for a photo booth company with A-list clients, a local architect’s practice, and a law firm with their copy deck presentation coming next week.

These tone of voice guidelines help businesses to sound more like themselves and connect with their audiences more consistently.

I’ve completed three award entries for another legal company, drawing out the stories behind their impact.

I’ve created new website copy for an existing client and drafted a press release for a national partnership announcement coming soon.

I’ve also advised a local company raising funds through crowdfunding, helping them to tell their story and raise their profile within the community.

I’m enjoying conversations with new clients in interior design, property and financial services, all looking to build a brand voice that feels true to them and helps them grow.

Because words are never just words. They represent your values, your voice, and your vision.

This morning, I was at the Eaton Smith Business of the Year Awards 2025 at the newly renamed Accu Stadium (I won their monthly award back in December, and it was great to be invited back).

Huge congratulations to the Accu team, who were crowned overall winners. Hot on the heels of securing a record-breaking stadium naming rights deal, taking over from John Smith’s as headline sponsor for the next five seasons. It’s a bold move for a Brockholes-based company. Proof that local businesses can do big things.

Whether you’re launching a brand, pitching for funding, entering awards or just trying to show up more confidently in your content, your voice matters.

Not just what you say, but how you say it. With purpose. With passion. With a clear sense of who you are. That’s what I help people uncover.

It’s not always about rewriting everything. Sometimes it’s about unlocking what’s already there.