For Imelda Morgan, stories are more than a way to connect, inspire, and build trust — they’re the foundation of two successful businesses.

As the founder of Two Sparrows and Living Narratives, she has built her career around storytelling. Two Sparrows, a Pasefika-owned branding services studio for small businesses and not-for-profits, has been helping clients tell their brand stories online since 2009. Fourteen years later, she launched Living Narratives, helping families preserve their personal histories through beautifully designed keepsake books.

“Stories are what connect us. It’s not just what you do, but why you do it,” Imelda says.

Imelda’s Journey: from idea to business

When Imelda’s father was diagnosed with cancer, he began sharing stories from his early life in Niue — stories she had never heard before.

“I realised I didn’t know much about my father’s early life, even though it shaped who I am. I knew I couldn’t be the only one.” That realisation planted the seed for Living Narratives. She wanted to create a way for people to capture their family histories before they were lost.

To test the idea, she started by talking to people in her network, asking whether they had ever considered preserving their own family stories. She also conducted an online survey to gauge interest and gather insights. The response was overwhelmingly positive. “Talking to people and getting feedback helped me tweak my idea,” she says.

At the time, Imelda was already running Two Sparrows, her graphic design business. With a background in editorial design and self-publishing, she was uniquely positioned to turn this idea into a business.

Today, Living Narratives helps people transform their life experiences into beautifully designed books, whether it’s a full memoir for future generations or a personal story that others can learn from. One client, for example, wanted to document her experience with anorexia, narrating its impact on her family and how she found a path forward. “That particular story has been inspirational and beneficial for other people going through the same thing,” Imelda says.

She believes that every story is valuable, no matter how ordinary it may seem, and that capturing these experiences is an act of love and legacy.

Storytelling in business: a strategy for growth

For Living Narratives, storytelling is the product. People come to Imelda to turn their life experiences into books. At Two Sparrows, the West Auckland creative uses storytelling as a business differentiation lever.

“Your values tell a story too — they show clients who you are and why you care,” Imelda explains. For her, a brand is about more than logos and colour schemes; it’s the deeper message a business wants to communicate. That’s why Two Sparrows specialises in accessibility-conscious and environmentally responsible web design.

“Websites rely on data servers that consume significant energy and water for cooling. At Two Sparrows, we use environmentally conscious hosting providers and build lightweight, code-efficient websites that reduce resource consumption. This makes sites faster for users and minimises their environmental footprint,” she says. Many of her clients choose Two Sparrows because of this commitment to sustainability, knowing their own business values are reflected in the work.

She’s also found that businesses with a clear, authentic story naturally attract the right clients. “When you tell your story in an authentic way, it resonates with the people who are meant to work with you,” she says.

The realities of running two businesses

Managing two businesses isn’t easy. “It’s a juggle, and I want to make sure I have resources in place to grow sustainably,” Imelda shares. For her, that also means being disciplined. “We’ve set ourselves up so that we’re really careful about how we manage our income,” she explains.

She follows a simple but effective system: whenever a payment comes in, she immediately splits it into different accounts — one for tax, one for business expenses, and one for personal income. This way, she’s never caught off guard when tax bills come due, and she always knows what she can reinvest into the business.

At the same time, she’s mindful of not taking on more work than she can handle. “It’s important to pace growth and have the right support in place,” she says.

Client relationships have also played an important role in Imelda’s success. With both Living Narratives and Two Sparrows, word-of-mouth referrals have been a major source of new business. “Clients trust you when they know you’ll deliver. That’s why relationships are so important,” she says.

How to use storytelling to differentiate your small business

Here are key steps to integrate storytelling into your small business marketing, based on Imelda’s journey:

  • Use stories to connect with clients. Customers don’t just buy products or services, they buy stories. Whether it’s how your business started, the values you stand for, or the impact you want to make, sharing your story helps build trust. “People connect with why you do something, what drives you, and what problem you’re solving for them,” Imelda says.
  • Incorporate storytelling into your brand. Storytelling can be woven into every element of branding, from website copy to design choices. Two Sparrows uses eco-conscious web hosting and lightweight website builds to reflect their commitment to sustainability.
  • Test your ideas before launching. Getting feedback from your target audience can save time and resources. “I used to assume everyone would love an idea, but talking to people first showed me what actually worked,” Imelda says.

And most importantly? Just start. “Give it a go — even if it fails, you’ll learn something valuable,” Imelda says.