In today’s crowded marketplace, facts and features alone no longer sell — stories do. This session helps business owners understand how storytelling transforms ordinary products into meaningful experiences that connect with customers on an emotional level. Participants will discover how to craft and communicate their unique brand story in ways that inspire trust, curiosity, and action.
Through real examples, interactive discussions, and simple creative tools, this workshop guides SMEs in finding, shaping, and sharing their own stories to attract clients and build lasting brand loyalty.
Key Learning Points:
- Understand Importance of Storytelling in Modern Marketing and Brand Differentiation.
- Identify Core Elements of a Compelling Story — Character, Challenge, Change, and Call-to-action.
- Generate Story Ideas from Everyday Business Experiences, Customer Feedback, and Brand Values.
- Simple Ideation Process to Turn Product Features into Meaningful Narratives.
- Develop Basic Storyboard that Translates Brand Message into Visuals and Emotions.
- Present Story With Confidence to Connect Authentically with Clients and Partners.
Programme:
| Time | Agenda |
|---|---|
| 2pm – 2.30pm | Registration |
| 2.30pm – 3pm | Branding & Marketing Essentials Ms Michell Ling Senior Manager, Business Advisory SME Centre@SICCI |
| 3pm – 3.30pm | StorySell: The Power of Storytelling in Business Mr Saleem Hadi Founder and Director Blacspice Media |
| 3.30pm – 4pm | Question and Answer |
| 4pm – 5pm | Light Refreshments & Networking Session |
Speakers’ Profiles:
Mr Saleem Hadi
Founder and Director
Blacspice Media
BLACSPICE MEDIA (BSM) is a creative agency led by award-winning filmmaker and SkillsFuture Fellow Saleem Hadi, with 30+ years’ experience in arts, media, and education. They have worked with government agencies, corporates, and international partners across UAE, India, Malaysia, and Thailand—delivering impactful programmes that boost confidence, morale, and workplace culture. This year, BSM also co-presented the indBOX Film Festival (iBFF), launched by President Tharman Shanmugaratnam as part of SG60.
Ms Michell Ling
Senior Manager, Business Advisory
SME Centre@SICCI
Michell Ling is a business advisor with SME Centre@SICCI. She has over 15 years of experience working in the private and public sector. She is very passionate about assisting SMEs to transform and improve their business management capabilities.
The fulfilment of a business advisor comes from witnessing SMEs’ growth over the years and being glad that she has added value to their businesses.
Academically, Michell holds a Bachelor Degree in Computer Engineering from Nanyang Technological University.