How storytelling builds creative businesses

We tell stories, it’s part of who we are. We perceive the world and make sense of our experiences through the stories we share or see. We sit down with friends to talk about shared histories or dreams for the future. We read books, watch movies. Even our social media profiles present some form of narrative we choose to show people. We craft and share stories in many ways. It's one of the ways we connect with one another and it's the same for makers and small business owners.  

“Brands don’t exist without stories”—every marketing expert or brand strategist will tell us and it’s because stories, as much as they shape our understanding of our experiences, they also help us understand brands, products, and companies. Many of the 300+ local brands we have in Common Room—the makers behind them and the stories of how and why they started—you know them beyond what you see on the shelf. We’ve always believed that each item holds a story. Knowing those stories help buyers make more informed choices, more mindful of where to spend their money. Here are ways on how some of Common Room’s partner makers and fellow small business owners craft compelling stories for their brands.

Sharing your why

Every brand begins with a reason for existing. Whether it’s to solve a problem or a desire to preserve a craft, that “why” often becomes the foundation of its story. For Janine Chiong, starting Habi Footwear & Lifestyle was a way to empower women artisans. For Kate and Herman Bellecer, The Offbeat Cat began as a way to share Kate’s cat through stickers and eventually grew into supporting her cat welfare projects.

Behind every product there’s always a “why,” the reason it came to be. Sharing this can help people better understand and connect with your brand. As long as it’s rooted in something genuine—not riding on a trend or trying to appear relevent—your “why” can become one of the meaningful stories you tell.

Having a strong POV

Stories also become memorable when there’s something behind them. Aside from your why, be clear with your brand’s point of view. Mako Micro-press, Sustainably Made, Woven, Popjunklove are just some brands that have defined POVs. You don’t just see what sets their products apart, but you also get a clear picture of what they represent.

As Roma Agsunod offered in this episode on small business strategies, “Your products are more memorable and more meaningful if it stands for something. So if you have a strong belief or an advocacy, don’t be afraid to let your product show it.” A clear POV not only helps shape what you make, it can also guide you in terms of what you share with the world. It gives people reason to remember your brand and a chance to connect with you beyond your product.

Letting your community tell the story

Stories are rarely created alone. While products and brands such as Ugnayan Cards or Gouache may begin with the creator’s idea, their stories can continue to grow through the people who choose to be a part of it.

One of the things Common Room is proud of, aside from 11 years of being a collaborative space for handmade and local goods, is the community it has built through all that time. From crafting together during an Open Studio to helping reuse over a thousand kilos of trash for a new store, these shared experiences become part of the story of the brand. And not just for the people behind Common Room, but for everyone who has stepped inside the stores and contributed something along the way.

For makers and small businesses, creating opportunities for your community to participate—whether through user-generated content, workshops, collaborations, or meaningful interactions—allows your brand to become something people experience, not something they’re merely told.

Keeping it short

While there are many ways to craft stories for your brand, one of the more relevant ways to do so is to learn how to tell them in smaller, shorter ways. The manner we consume stories has changed: we move between different platforms and formats throughout the day. Short-form storytelling has become a staple, allowing brands to share meaningful stories that can range from a 30-second IG reel to 15-second TikTok video.

Many of the folks behind some of Common Room’s bestselling products, like Dear Self Beauty, regularly put up short videos on their social media platforms. Fine jewelry designer Kim Tiam-Lee of Pulseras by Kim is always putting up reels on her IG account and some years back, when IG reels were still relatively new, even shared with fellow makers how to make those short videos. “With videos you’ll be able to show different angles of the product and you can also share in-depth stories about it,” said Kim. You can go from mini-tutorials, storytime, GRWM, day in the life, or other short-form video formats that suit your product or brand best.

For makers, storytelling can be a bridge connecting them and the people who support them. It allows them to share not just what they create, but what they value. When you craft and share stories with authenticity, those stories don’t just help people discover what you make, they invite them to connect with the purpose and community behind it.