In this exclusive CanadianSME Small Business Magazine interview, Samiha Fariha, Senior Associate at Golin, Professor at Toronto Metropolitan University’s Chang School, and Communications Chair for CPRS Toronto, shares actionable insights on strategic storytelling and communications for small businesses. With hands-on expertise spanning agency consulting, education, and professional leadership, Samiha reveals how entrepreneurs can harness authenticity, consistency, and smart technology to build meaningful brands, connect with customers, and stand out in a fast-changing marketplace.
I’m a Senior Associate at Golin Canada, working with clients like Staples, Schneider Electric, ADP, Specsavers, and LEGO. I also serve as Communications Chair for CPRS Toronto, teach Media Relations at Toronto Metropolitan University, and have published insights in PR NEWS, Ragan Communications, and Bulldog Reporter.
Small businesses often feel overshadowed by larger competitors. From your experience, why is storytelling such a powerful tool for entrepreneurs, and how can they identify and shape their brand story in a way that truly sets them apart?
Storytelling gives small businesses an advantage that money can’t buy: authenticity. Customers want to know the “why” behind a business, not just the “what.” Early in my career, I supported real estate firms, jewellery brands, and health clinics, and I saw how much stronger their connection became when they shared the founder’s journey or the impact they were creating in their communities. To shape their story, entrepreneurs should start with the heart, why they started, who they serve, and what values drive them. Then, carry that story consistently across platforms, so that customers don’t just see a product or service, but a brand they can connect with.
In today’s fast-paced digital world, many entrepreneurs feel pressured to chase trends or create viral content. Why do you believe consistency in communications matters more, and how can small businesses maintain a steady, credible presence without large budgets?
In today’s digital world, it’s tempting to chase viral moments, but what really builds credibility is showing up consistently. When a business posts regularly, sends a monthly newsletter, or maintains steady media presence, they build recognition and trust over time. Small businesses don’t need to be everywhere, they just need to focus on the platforms and channels where their audience is most active and show up with purpose. Repurposing content and concentrating on two or three key platforms keeps the workload realistic. Over time, this steady presence is what makes a brand memorable, even without large budgets.
Artificial intelligence is transforming how we approach communications. How can small business owners leverage AI to streamline content creation and marketing, while still preserving authenticity and creativity?
AI can be a huge help for small business owners because it takes care of repetitive or time-consuming tasks, so they can focus on connecting with their customers and telling their story. For example, AI can suggest social media captions, draft blog posts, or even help write newsletter content, giving entrepreneurs a starting point to build from. The important part is to make it your own, add your voice, experiences, and personality so the content still feels real and authentic. When used this way, AI doesn’t replace creativity; it amplifies it. It also helps identify what topics resonate most with your audience, so you can focus your time and energy where it matters. Small businesses can produce content more efficiently while keeping the human touch that builds trust and loyalty. It’s about blending smart technology with genuine storytelling to maintain a presence that feels personal, consistent, and engaging, without needing a big team or budget.
With limited resources, what are some practical, low-cost communications strategies that small businesses can implement to build awareness, credibility, and trust with customers?
Some of the most effective communications strategies cost little more than time. Start with your owned channels, your website, email list, and social media and share behind-the-scenes content, tips, or customer stories that show who you are. Reach out to local media with story ideas that tie into what’s happening in your community. Look for partnerships with businesses that complement yours, you’ll both gain new audiences. And finally, get involved in your community. Showing up at local events or supporting causes builds visibility and trust in ways advertising dollars can’t always buy.
Looking at your own journey across agency work, teaching, and your leadership role with the Canadian Public Relations Society, what final piece of advice would you share with small business owners who are striving to grow and stand out in competitive markets?
Across my journey in agencies, teaching, and through my leadership role with CPRS Toronto, I’ve learned that small businesses succeed when they lead with clarity. It’s easy to feel like you need to do everything at once, but focus matters more. Be clear on your story, know who you are speaking to, and commit to showing up for them consistently. Think of communications less as broadcasting and more as relationship building, each interaction is an opportunity to strengthen trust. With that mindset, even limited resources can have a big impact. Clarity and consistency are what truly help businesses stand out in competitive markets.
