I’ve always believed that good stories stick with you—not just the kind in books or on screens, but the ones tucked behind the brands we interact with every day. Like the coffee shop I go to on Tuesday mornings, the one with mismatched mugs and local art on the walls. Or the sneaker brand I’ve been loyal to since high school—not because they’re flashy, but because their founder used to run track at a community college just like the one near my apartment. That connection matters.
When I launched my own small business from the corner of our living room—a handmade candle brand—I had no idea that crafting a brand story would matter more than my label design or even my product photos. But people kept telling me they bought the candles not just because they smelled like lavender and sandalwood but because they knew I made them during nap times while raising two little ones. They liked the story. They connected with it.
So, here’s what I’ve learned about telling a brand story
that actually connects—lessons drawn from early mornings at the farmers’
market, long talks with other small business owners, and a lot of trial and
error along the way.
Start With What’s Real
Your brand story should come from somewhere honest. Not the
polished, perfect version of yourself, but the one that shows up in yoga pants
with a to-do list scribbled on the back of a grocery receipt.
For me, the truth was this: I started making candles because
I was burnt out from my office job and needed something calming to do with my
hands. I didn’t know it would turn into a business. That wasn’t the plan. The
plan was just to breathe again.
When I shared that with customers—on Instagram captions, in
person at the holiday craft fair—something clicked. People would lean in and
say, “I know that feeling.” That’s the power of leading with what’s real.
You don’t need a dramatic origin story. You need a human
one. Were you solving your own problem? Filling a gap you didn’t see anyone
else addressing? Start there.
Know Your Community—and Listen
I live in a neighborhood where dogs outnumber people on the
sidewalks, where there’s a food truck on every corner come Friday night, and
where folks love to shop local. It’s the kind of place where people stop to
read handwritten signs and appreciate products made with intention.
When I began selling at the weekend street market, I learned
fast that my neighbors cared about sustainability, subtle scents, and
supporting women-owned businesses. They weren’t into flashy packaging. They
wanted candles that looked good in a cozy apartment and wouldn’t trigger their
allergies. Knowing this helped me refine not just what I offered—but how I
talked about it.
If you want your story to connect, it has to live in
conversation with your community. That means asking questions, listening to
feedback, and showing up where your audience actually spends time—whether
that’s online or in line at the Saturday bagel place.
Share the Small Stuff
One of the best-performing posts I’ve ever shared wasn’t a
product shot. It was a picture of my cluttered kitchen table—wax spills, wicks
lined up like soldiers, and my toddler’s toy truck right in the middle of it. I
captioned it, “Tonight’s workspace. It’s a little chaotic, but it smells
amazing.”
That post resonated because it was ordinary. People don’t
always need a slick brand campaign; they want a glimpse into the real
day-to-day—the behind-the-scenes, the almost-burned batches, the sweet little
notes you include in each box.
Share the mess sometimes. Show the heart behind the hustle.
That’s what makes people feel connected.
Be Consistent, But Don’t Be Robotic
Brand voice is a buzzword that can trip people up. Here’s
how I think of it: talk to your customers the way you’d talk to a neighbor you
like but don’t know too well yet. Friendly, warm, not over-familiar.
Helpful, but not pushy.
In my emails, I always sign off with “stay cozy,” which is a
small nod to what I’m selling—but more importantly, to how I want people to
feel. On social media, I write like I speak—sometimes with emojis, often with
humor, and always with heart.
The key is to show up consistently so people know what to
expect from you. But don’t be afraid to evolve. Just like people, brands grow
and change. Let yours do that, too.
Make People the Hero
One big shift for me was realizing that my story
wasn’t the only one that mattered. If someone buys one of my candles to give as
a gift, or lights it after a rough day, that becomes their story—and I
get to be a part of it.
I started sharing customer photos and stories more
intentionally. One person lit a candle to celebrate their final exam being
over. Another said it helped them relax during chemo. Those moments? They go
beyond sales—they’re emotional touchpoints.
If you want your brand story to connect, invite people into
it. Make space for their voices. Celebrate the role they play in what you’re
building.
Don’t Just Sell—Stand for Something
I donate a portion of each month’s earnings to a local
organization that supports mental health resources for women. It’s personal to
me. I don’t shout about it all the time, but when I mention it—like when
someone buys during Mental Health Awareness Month—people respond.
You don’t have to support a cause just to check a box. But
if something matters to you, let it show. Maybe your brand fights food waste.
Maybe it empowers underrepresented creators. Maybe it’s rooted in kindness, or
nostalgia, or self-care.
Whatever it is, plant your flag. Tell people what you
believe in—not just what you’re selling.
Let Your Story Grow With You
Your brand story isn’t a one-and-done project. It’s not a
paragraph you paste onto your “About” page and forget. It’s living. It grows
with every experience, every conversation, every pivot.
At first, my brand story was about finding calm. Then it
became about connecting with others. Now it’s also about teaching my kids that
it’s okay to dream big, even from a dining room table covered in crayons.
So, check in with your story once in a while. Make sure it
still feels true. And don’t be afraid to let it shift as you do.
Final Thoughts from the Candle Lady Down the Block
I’m not a marketing guru. I don’t have a fancy office or a
team of brand strategists. I have a shelf full of essential oils, a loyal
little group of customers, and a heart full of gratitude every time someone
tells me my story made them smile.
At the end of the day, building a brand story is really
about showing up as yourself and making space for others to connect with that.
It’s not about being perfect—it’s about being present.
Whether you're selling candles, coaching clients, baking
cupcakes, or building a side hustle after bedtime, your story matters. Tell it.
Live it. Let it glow a little.
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