I believe every business has a story worth sharing and I’m going to demonstrate how a recent photography project with a Sylvan Lake tattoo artist proves that every business has a story worth telling and that sharing it is the key to standing out online. I’ll breaking down how I approach a photoshoot into three simple ways so you can bring visual storytelling into your business featuring: Elizabeth Collinson at Iron Siren Tattoo Parlour in Sylvan Lake, Alberta.

When you look at the above image, what’s your impression of her business? Now imagine if all you about her was a stock photo of a tattoo machine or just her business logo…which version tells a richer story?

The “Authenticity” Feel of Paparazzi Photos

Paparazzi photos, despite their often intrusive nature, are popular because they offer a glimpse into the “real” lives of celebrities. They are perceived as un-staged, candid, and therefore, more authentic than polished red carpet or magazine photos. This “anti-aesthetic” is what draws audiences in. People are fascinated by the mundane, relatable moments of their favourite stars. The popularity of these images has demonstrated a fundamental human need for authentic connection and visual narratives that feel genuine and unpolished. Businesses have taken this lesson and applied it to their marketing strategies, using visual storytelling to build trust, create emotional connections, and ultimately, drive consumer engagement.

Welcomed into Her World (with no agenda!) to Capture Her Story

I didn’t go into this with a marketing plan. I was welcomed into Liz’s parlour with one goal: to spend time in her world and capture what I saw while she worked. She was doing ME a favour! I got to witness her process, her environment, her passion.

Your Space is Part of Your Brand

Notice the environment? Her parlour is an extension of her brand. The colours, the artwork on the walls, decorative pieces, the tools…they all say something about who she is and how she works. Every business has a space like this, whether it’s an office, workshop, or storefront. The problem is, many of us don’t show it. We post product shots, stock images or polished statements but what truly connects is the human story behind the business. What if…people could see your process, your passion and your space in this way? Wouldn’t that stand out online far more than another templated post?

Details Bring Your Story to Life

Details bring a story to life. The little things like the tools she uses, the sketches in progress…they show care, craft, and artistry. For your business, think about the details people never see but would love to.

Your Personality is Your Biggest Differentiator

This is where the magic really happens. People connect with people. Seeing Liz at work, seeing her focus, her expression; it’s these moments that make potential clients feel like they already know her before they ever walk through the door.

Storytelling Creates Connection

So, what’s the takeaway?? Every. Business. Has. A. Story.
What really makes you stand out is showing the story behind what you do.

Practical Tips to Bringing Storytelling into Your Business Marketing

Here are three simple ways you can bring storytelling into your business:
1. Show Your Environment – your workspace, your tools, the atmosphere
2. Show Your Process – people love to see how things are made or done.
3. Show Yourself – because your personality is your biggest differentiator

Show Your Story. Standout. Connect.

Storytelling is the bridge between your business and the people you want to reach. When you show your story, you don’t just standout online…you connect. When you show your process, your space, and yourself, you don’t just post pretty pictures, you invite people into your world. And that connection is what truly makes your business memorable!

~Kim