Branding and Storytelling course for Business Owner-Managers: Turn what you do into a story customers remember (and buy from)

If your business has a great product or service but you struggle to explain what makes you different, this practical, one-day course will help you get clear on your brand and turn it into stories that connect, build trust, and drive sales. Expect guided teaching, real examples, and hands-on exercises, so you leave with messaging you can use immediately across your website, social media, pitches and customer conversations. 

Who this training is for

This one-day, in-person short course has been specifically designed for:

• Owner-managers in SMEs across all sectors
• Entrepreneurs who want to strengthen their brand and communicate value more clearly
• Business leaders who want a simple, repeatable approach to storytelling that supports marketing and growth

What we will cover

• It can be difficult to know what to say, how to say it, and how to stay consistent. This one-day short course will cover:
• Setting the baseline: quick diagnosis to identify what is working and what needs attention
• Brand foundations that make stories work: what a brand is, your key customer, differentiators, and proof points
• Your business’ core story: the story behind the business, plus your 15-second and 90-second version (elevator pitches)
• Message pillars and storytelling ingredients: themes, brand persona, and tone of voice
• Story types SMEs should use (and when): origin stories, myth-busting, customer stories, credibility stories and more
• Turning stories into content that sells, without sounding salesy
• Next steps: a 7-day personal action plan and a 30-day storytelling calendar

Agenda

• 09:30 Welcome and introductions
• 09:45 Setting the baseline and goals
• 10:20 Brand foundations and customer clarity
• 11:00 Break
• 11:15 Your core story workshop
• 12:30 Lunch
• 13:15 Message pillars, brand persona and tone of voice
• 14:15 Story types and how to use them in marketing
• 14:55 Break
• 15:10 Content that sells, plus your action plan
• 16:00 Wrap up

What you will leave with:

• A clearer brand foundation you can build on with confidence.
• A 15-second and 90-second pitch you can use straight away.
• Message pillars and storytelling themes to guide your marketing.
• A practical content approach that feels natural and credible.
• A 7-day action plan and 30-day storytelling calendar to keep momentum,

Why SMEs should attend

• Make it easier for customers to understand why they should chooseyou.
• Improve the consistency and impact of your marketing and communications.
• Save time by using a simple framework instead of starting from scratch each time.
• Leave with deliverables, not just ideas.

Meet your trainer

Helen McNulty is a QQI certified trainer and creative marketing consultant with over 20 years’ experience in brand development, content marketing and storytelling. Founder of GRIT and co-founder of arts initiatives, she coaches and trains SME owner-managers to clarify value, craft tone of voice and share stories that drive growth. Since 2020, Helen has trained SME owner-managers through The Entrepreneurs Academy, delivering practical, inclusive workshops that build confident messaging, authentic tone of voice and growth.  

Logistics:

• Date: Thursday 21st May 2026
• Time: 9:30am to 4:00pm
• Location: Enterprise House, O’Brien Road, Carlow

Ready to make your brand easier to communicate and your marketing easier to create? Book your place, as spaces are limited, and leave with a clear story, stronger messaging, and a practical plan you can implement immediately.