Biographies, product histories and compelling anecdotes can lend a personal touch to any brand--and this resonates with consumers.
This post has great examples of companies who are telling their stories effectively -- including local San Diego business Chuao Chocolatier (one of my favorite chocolates).
Other companies discussed here include erincondren.com and Stauer -- small companies who are making a big impact because of their storytelling.
All businesses in this article either told their personal story in their 'About' and other website pages, or shared the 'history' behind each item they sold.
I had to laugh that the consultant interviewed in the article felt she had to ask nosy, rude and irrelevant questions in order to collect the companies stories. Obviously she does not know tried and true story evoking techniques.
There are many other great insights in this article to gather: understanding the 'underdog effect,' emotional connection, and figuring out what your goal is -- so go read it!