Storytelling and the brand of personality

In this session, business consultant Sally Leonard reveals practical ways to uncover customer insights and weave them into stories that people will find compelling.

Learn how to identify and map your customer's core values through research and behavioural analysis, moving beyond surface-level demographics to understand what truly drives their decisions.

Topics covered in this session

• Why value-aligned storytelling creates stronger brand loyalty and conversion than feature-focused messaging

• Real-world examples of brands that get it right

• A practical framework for translating customer insights into consistent and authentic brand stories across different touchpoints, from social media to sales conversations

About the speaker

Sally is a business consultant with over 20 years' experience supporting creative businesses at every stage, from early-stage start-ups to established brands.

She particularly specialises in jewellery and the wider precious-metals sector, combining deep industry knowledge with practical, commercial insight.

Sally also works with product-based creatives, helping them to clearly understand their products, market positioning and ideal clients.

Her work often focuses on demystifying complex strategy and pricing structures, enabling businesses to make confident decisions, build resilience and grow in a way that's both sustainable and true to their creative values.

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