Deepdive Dialogue #4
The connecting power of storytelling 

Four times a year, Kim Tchai and Vera van Beaumont delve into discussions about retail & hospitality, creativity & business, ownership & leadership and everything else that comes up. In this fourth Deepdive, they discuss the connecting power of storytelling: how an authentic story strengthens the bond with your target audience. 

Kim and Vera, in our previous conversations we've talked about concrete topics like sustainability and innovation. Isn't storytelling just telling how sustainable or innovative you are as best you can?

Kim: "Sure, that is possible, if sustainability or innovation is part of your story. Then you want to let the world know: why are we doing this, how does it fit our brand? But the other way around is also possible: if your core story is that you are a sustainable brand, you will behave accordingly. Then it becomes an intrinsic motivation to do many more sustainable things.”  
 
Vera: “That gets right to the heart of what ‘storytelling’ means. It has an inner and an outer dimension. On the inside, your brand essence is a driving force and compass that gives direction to your brand. Outwardly, you want to convey your story as strongly as possible. If you manage to convey the essence of your brand well, it can bind people to you. It is the basis of a long-term connection with your customers.  

Aren't many brands in retail primarily concerned with today's sales figures and tomorrow's trends? 

Kim: “One doesn't exclude the other, does it? Your brand story is the foundation that actually reinforces all short-term actions. And if done right, all actions will also contribute to your brand. Especially now that everything is increasingly volatile and trends follow each other faster, it is more important than ever to put your brand essence at the center. Who you are and what you do as a brand then align with each other. This is how you build a recognizable and credible brand." 
 
Vera: "In the past, Tchai was more focused on promotional displays and point-of-sale communications. Now we concentrate on the total brand experience in physical spaces. That's an evolution we've gone through ourselves. Our own story has also become increasingly sharper. Today, we describe our purpose as: 'It is our purpose to make the world a better place by building brand spaces with a positive impact on people and planet.'" 

To what extent do you use storytelling for Tchai itself? 

 Vera: "At Tchai, we experience the power of storytelling every day. In fact, the way we apply it for ourselves helps us to continually work with clients from underlying values, mission, vision, and why." 

 Kim: "When I took over Tchai in 2017, the company transitioned from the second to the third generation. I truly sought out my core story and discovered how valuable and powerful the process is. I traced back to my Chinese roots, and from there we built Tchai's story. In Chinese philosophy, chi is the life energy flowing through everything. That positive energy is what you feel when working with us. Within Tchai, we speak of Tchi, with a 't'. This Tchi life energy flows through our designs, presentations, and creations as a source of positivity. This is how we combine the narrative power of our Chinese roots with Dutch craftsmanship and inventiveness.” 

Can you give concrete examples of how you apply storytelling internally within Tchai? 

 Kim: "We use it at various levels. For example, every year we ask an artist to design his or her tchi. You can see those images here in the building and we also use them externally. But it goes much deeper. For example, we always choose an annual theme that gives focus to internal developments. In a natural way, this theme always beautifully aligns with the Chinese zodiac sign. For example, 2024 was the year of the Dragon, a courageous animal that brings prosperity. Our annual theme was taking and giving ownership to achieve more success together."

Vera: "We also don't use a hierarchical and static organizational chart, but have visualized the organization very organically in the form of the Chinese phoenix, Feng Huang. You can read more about this in the first Deep Dive." 

Kim: "Initially, we would sometimes hear internal reactions like: aren't we a Dutch company? Now that we use such elements in our own way, everyone feels: this is a truly distinctive story we can build upon. And that’s exactly what we are doing. We have added a new chapter to our story recently by refining our brand identity - not just with a fresh look, but with a renewed commitment to building meaningful relationships. Now more than ever, we are committed to ensuring that every project we undertake leaves a meaningful, positive impact on the world.”

 Vera: "I sometimes wonder if we could go even further in our transparency. Dare to be more vulnerable to the outside world. Not just painting the most positive picture possible, but also daring to acknowledge our mistakes. To learn from them together, for example. Such a case study on our website would be truly next-level." 

Kim: "Certainly, internally we do that very strongly, learning from each other's mistakes. Externally, that's much more challenging..." 

To get your core story out, you have to know what that story is. To what extent does Tchai help clients do that?  

Kim: "That depends on the client's stage. Some clients are still searching for a distinctive story and its translation into retail or hospitality spaces. We have specialists who help with brand definition and design from the ground up. But there are also brands that know exactly what they stand for and have detailed everything in a brand manual. Thanks to our storytelling skills, we can work effectively with that. Everything we create is tested against the brand's strategic principles." 

Vera: "Yes, and there's also an important middle ground: companies with a strong brand that want to change. We frequently do repositioning projects, from introducing a new product line to complete rebranding. Recently, we created a new pilot store for Hunkemöller in Utrecht. Their new concept embraces a natural, round aesthetics with a more mature and premium appearance. It's inviting and inclusive, offering a much richer experience than the overtly sexy image that characterized them for years. We're proud to help such beautiful brands chart a new course." 

If the brand and brand story have already been thought out and developed in detail, how do you find space to add something as Tchai? 

Kim: "We work for big brands like Nike, Puma, Maxi-Cosi, and JBL. We don’t have the illusion of singlehandedly transforming these brands. But don't be mistaken, we often surprise such companies with an outsider's perspective. We're specialists in physical spaces. That's why they come to us. We know how to bring something to life in 3D. We understand materials, constructions, digital applications and customer journeys. And we're comfortable asking critical questions, challenging the client and helping to really materialize a brand.”  

Vera: "A striking example is Samsung with the core statement: 'Samsung exists to create human-driven innovations that defy barriers to progress.' As a storyteller, you immediately see that 'human-centered' is the key concept here. Not innovation for innovation's sake, but adding value for people. In retail, we translate that core idea into a home-like environment where you can see Samsung's various smart devices at work in all their glory. On-site, you can experience how the devices are connected to each other and to you as a human. We do not invent the core story, but together with our partners we do help to tell the story in every possible way on the store floor.” 

Kim: "That's how we connect people with brands, that connection is what it's about." 

Vera: “We no longer believe so much in brands that just say: we want to sell you something. Customers don't connect with that and neither do we as a company really. That's why we've made 'positive impact' part of our mission."

What exactly do you mean by positive impact? 

Vera: “It's in a lot of things. Your social side: how you treat people, but also how you treat the planet. It could also mean doing things that make life easier for many people. Through innovation, for example." 

Kim: “So we certainly don't just mean green impact. We want to show the various ways you can create positive impact beyond sustainable choices. And how to communicate this as convincingly as possible: 'putting the good on display'. That is the essence of what we do." 

Vera: "You'll hear much more about this soon. I have a feeling the next Deepdive Dialogue will be about this too." 

Kim: "I'm absolutely certain about that!"