The Power of a Brand Story

What’s your brand story? Storytelling is a timeless tradition our ancestors used to pass down truths, myths and traditions through the years. It is an impactful craft for strengthening your customer engagement. And it’s a vital extension of your brand and a great tool for creating and retaining brand advocates.

Tell Your Brand's StoryIf you are new to the scene, here are some guidelines on how to start developing your brand story. And for established companies, take a second look and be sure your story has all the necessities. Good stories can strengthen your brand, engage your customers, and inspire your partners.

Who: Every business has one mastermind behind the whole operation. Or maybe there’s a group of folks that conceived your enterprise. Whichever the case, be sure to say who had the idea. A photo of the founder in action will speak volumes as well.

Richard Rosendfeld of Two Leaves and a Bud Tells his Brand Story

Two Leaves and a Bud great job of communicating founder Richard Rosendfeld’s story and how he saw a need and made it his mission to fill it.

“Founded in 2005, two leaves tea company™ began with a journey. Founder Richard Rosenfeld travelled the world on business, where meetings are synonymous with amazingly flavorful cups of tea. After returning to the states, Richard looked everywhere for a good cuppa’ tea…but had a hard time finding one.”

When: This can be as simple as when the company started or a more detailed timeline highlighting significant changes in your organization’s history. Established companies will have many milestones recorded. But if you are new to the scene your accomplishments are still important to share. Letting customers/partners know, encourages them to celebrate your success too.

MAHLKÖNIG coffee grinder Brand Story

Grinder manufacturer Mahlkoenig has a rich history. They feature it on their website with photos and stories about the original machines and how they evolved.

Iced Coffee and Chai company Big Train also does a great job telling customers ‘when?’.

“The name Big Train was chosen by the founding partners in 1991…For over 20 years, Big Train has established itself…In February, 2013, Kerry announced the acquisition of Big Train”

A Taste of Southern Season Raleigh StoreWhere: Where is your store, company, factory located? You may have several locations but every company needs to have a home base. Be sure to let your customers now your ‘birthplace’.  If your origin is a small town it’s okay to associate with the closest biggest city or align with the region. But it may be more intriguing to stick with your small town.

For almost forty years culinary mecca, Southern Season had one store in Chapel Hill, NC. In the past few years they’ve opened three new locations, with the most recent being in our hometown Raleigh, NC.

How: Your brand story should include how you got started and how you came to be what you are today (which could be the same as when you started). How your goods are made (without giving away trade secrets of course). Or how you provide the service you do.

David Rio Brand StoryDavid Rio started as one of many products in a Japanese language catalog.  The company, still run by founders Scott and Rio, achieves success through its perpetual commitment to customers, employees, vendors and creditors. Now they are one of America’s premier chai brands.

Why: This is your mission statement or your core values. “Why?” could change as your company develops and grows so be sure to update it when necessary.

Great Harvest Bread Company Brand StoryGreat Harvest Bread Co. in Greenville, NC uses the walls of their stores to help communicate their brand story. Shop owners, Gregg and Kim Green “have a passion for ministry, service, fellowship and great food.”

Here at Stockton Graham & Co our obsession is blending the art and business of coffee. We haven’t always been a specialty coffee roaster and wholesale beverage company. Seeking the American dream of becoming entrepreneurs, our founders thought the Raleigh market was ready for a coffee house concept that offered high quality coffees, and handcrafted espresso drinks in a comforting atmosphere. Read more about how we became who we are today.

Storytelling is an age-old concept that brings people together, keeps them engaged, and builds trust. It might take some time for you to cultivate this story. But when you do, get other people to help you tell it. Make sure every member of your staff knows the brand story, so they can share it with your customers. Get your team together and make sure they know your who, when, where, how and why. Have them take turns practicing telling it with excitement and passion. Following these basic guidelines will get your storytelling efforts rolling, engaging your customers and converting them to brand advocates.

Stockton Graham & Co. Coffee Brands Offer More Choices to Coffeehouses and Cafes

Stockton Graham & Co. has provided high-quality, custom-roasted coffees, gourmet teas, specialty beverages and beverage products along with turnkey services and education to the United States coffee industry for over 15 years. As our organization expands, so does our menu and services. Most of our customers are in search of a great coffee selection, but some are also looking for customized blends and unique varietals, while others focus more on environmentally sustainable coffees. There is a broad range of needs that must be met, and in order to fully cater to every type of coffee customer, Stockton Graham & Co. is now offering Stockton Graham Coffees, NCompass Coffees and Stockton’s Reserve Coffees to satisfy three distinct categories of coffee consumers.

“No matter what your coffee needs, selecting a roaster can be a daunting task,” says Jeff Vojta, President and Co-founder of Stockton Graham & Co. “Our goal is to eliminate that challenge for our customers by offering a complete family of coffees sure to suit their individual needs. Whether you
are an urban espresso bar searching for that custom house blend or a quaint bookstore looking for a quality specialty coffee at a price that fits your budget, one of these brands is sure meet your operational needs and exceed your customer’s expectations.”

Stockton Graham Coffees are Roast-to-order Specialty Coffees that are ideal for independent coffee houses, cafes and specialty food markets demanding quality and freshness. Our wide variety of selection represents the top percentage of specialty grades from growing regions throughout the world. Stockton Graham Coffees offer not just quality single-origins, blends, espresso and flavors, but an experience for your customers to carry with them throughout their day. Because we pride ourselves on freshness, these hand-crafted beans are roasted to order and can be shipped to you within one business day. Do you want to tell your customers they are getting a cup they can’t get anywhere else? You can work closely with our Roastmaster to develop an Original House Blend, custom roast level or flavor tailored to your exact needs and specifications. Stockton Graham Coffees provide many options to diversify your menu and expand your business horizons.

In an effort to offer you great tasting coffees that your customers can enjoy now and for many years to come, we are also proud to offer NCompass Sustainable Specialty Coffees. These are roast-to-order “sustainable coffees” that are certified or verified by an accredited third party as organic, fair trade, Rainforest Alliance, shade grown and more. These classifications are used to determine the participation of coffee growers in various combinations of social, environmental and economic programs. NCompass coffees represent our commitment to these program standards and our desire to ensure that the specialty coffee farms we buy from, and their great coffees, will be around for future generations to enjoy. Your customers can feel good that their purchase of a cup of NCompass coffee will support a healthy environment and enhance the worldwide ecosystem.

Our Roastmaster and green coffee buyers are on a constant quest to find you the perfect coffee, and on journeys to coffee farms overseas they often stumble upon rare micro-lots of Stockton’s Reserve, Distinctive Limited Edition Specialty Coffees found in the most unlikely of places. Stockton’s Reserve coffees are so special that their presence and quantities are limited. Their serendipity is our reward! Stockton’s Reserve represents the most distinctive of specialty grade coffee available the world over, roasted to order to provide your guests with a unique experience that will keep customers coming back. Reserve coffees are available in smaller batches through our established relationships with individual farms and auction lots in various growing regions. Offering Stockton’s Reserve coffees in your shop will truly distinguish you from your competition.

These new brands were developed to help customers customize a coffee program to meet their guests’ ideals. Customers who seek environmentally friendly or extremely rare coffees are now able to sort through our offerings very easily, and our roasters have focused their efforts accordingly. We hope that our market specialization will enhance our ability to bring our customers a unique and valuable product in a more convenient way.