The power of storytelling: lessons learnt on a work trip of a lifetime to Baros Maldives

Just over a year ago, we were pinching ourselves as we stepped off a private speedboat onto the paradise that is Baros Maldives. Our mission? To write a book about this iconic island resort, the birthplace of luxury Maldivian tourism 50 years ago. 

As work trips go, this one was beyond amazing. 

Our time at Baros was wonderful for many reasons. The clichés are true: the sand is soft and creamy white, and the blue upon turquoise-blue of the sparkly sea is so calming to gaze at as you lounge under the palm trees. We had sushi for breakfast, went snorkelling with turtles and reef sharks, and watched the sunset from a traditional Maldivian yacht called a dhoni. 

But it’s the stories that make this place so captivating: of how it all started, of the people that shaped it, of how it plans to protect the pristine marine environment that surrounds it and how it hopes to evolve. This is what the 50th-anniversary book is all about. And it’s this experience that taught us how brand storytelling has evolved from being luxury to a necessity. Essentially, it's the key to unlocking your business's full potential. By making storytelling the heart of your marketing strategy, you'll build a brand that's both financially successful and deeply engaging.

The birth of Salt & Sage

It was at Baros that we first seriously considered setting up Salt & Sage Storytelling. We wanted to empower more purpose-led brands, like Baros, to tell better stories. Even well-established brands sometimes need guidance on how to communicate their stories authentically, especially when marketing and sales agendas overshadow genuine connections. 

We realised there was a gap in the market for story-driven content that elevates brands beyond traditional marketing. Every business has a unique story waiting to be told, and we're here to share it with the world in the most impactful way possible.

There was a lot of work (in between all the pinch-me moments) during our stay in the Maldives: coming up with story ideas, interviewing key people, writing and editing copy and advising on layout with the book’s designer. But from the moment we arrived until our sun-kissed departure, we were enveloped in a sense of unparalleled care and attention.

Luxury is a feeling

Because, what sets Baros apart, both as a destination and a luxury brand, is its deep understanding of its essence. It exudes a quiet confidence that puts guests at ease, creating a sense of trust and belonging. The people behind the brand understand that true luxury is not just about material goods; it's about the emotions evoked by an experience. Even the most opulent surroundings can fall flat if the human element is lacking. Baros masters this balance with authenticity and understated elegance. It's a place with values, rich in stories that connect guests to the resort's very soul.

A key figure in shaping this narrative is the late Dr. Ibrahim Umar Maniku, affectionately known as ‘doctor’ or Dr. He was a visionary leader whose legacy permeates every aspect of Baros. A skilled anesthesiologist, the first in the Maldives, he possessed a natural entrepreneurial spirit and an unwavering commitment to detail, style, and passion. His influence ensured Baros's continued relevance as a destination despite the rapidly evolving tourism landscape. He understood that stories weren't just for entertainment; they were the foundation of the Baros brand.

The story of a scent

One of Dr.'s most endearing touches was his introduction of a lovely, if seemingly insignificant, tradition. He was a fan of the timeless, citrusy fragrance of Muelhens No 4711 Original Eau De Cologne, appreciated across the globe since 1792. So much so that he decided, back in 1986, to offer guests face towels rolled in this uplifting scent at various moments throughout the day: when you arrive, when you go to the spa, when you sit at your dinner table, when you return from a romantic sunset boat trip and when you eventually (reluctantly) leave.

This tradition, used to this day, may seem like a tiny detail, but it’s such a welcome gesture, one that set the tone for our short yet utterly epic stay on Baros. The scent creates a sensory memory that will forever take us back to our time there.

We wrote about this, and so much more, in the 50th anniversary book, charting the story of how the resort came to be in the early 1970s to present day.

This is what the lovely Hanaan Rasheed, Assistant Marketing Manager, Baros Maldives, had to say about our work:

"We were searching for writers to craft a narrative about the resort's rich history and notable achievements while highlighting its transformation through the years. We were seeking someone who could convey the tale of this historic island with a refreshing yet elegant style."

"We appreciated how readily you grasped the concept and our specific requirements. The proposed concept was not only intriguing but also in perfect alignment with our vision. Your delivery resulted in a superb book that seamlessly met our expectations."

The takeaway for brands

By investing in editorial content, brands can cultivate authenticity and trust among their audience, positioning themselves as knowledgeable resources that go beyond the hard sell. We’ve written about why investing in high-quality editorial content is a strategic long-term play in our blog >> How to leverage high-quality editorial content to elevate ROI and reach your business goals.

Baros Maldives is an inspiring example of how strategic storytelling can elevate a luxury brand. Understanding your brand's core values, celebrating your history, and weaving authentic narratives into every touchpoint creates an emotional connection with your audience that transcends the transactional. This is the essence of lasting brand loyalty and the key to unlocking true luxury.

Are you ready to tell your brand's story? Salt & Sage Storytelling can help you craft narratives that captivate and inspire, providing expert content writing and copywriting services. Drops us a line to discover the transformative power of storytelling for your business.