Building a brand around your culture and history can help you stand out and create a loyal customer base. Just ask Teri Johnson, the CEO of Harlem Candle Co, whose scented candles are inspired by influential figures in the Harlem Renaissance. Teri opens up about how, in sharing stories from this moment in Black history, she was able to build a brand that people wanted to talk about, share and celebrate. "Storytelling is everything about the candle," she says. "People connect to it and they can feel it."

Learn how Teri started her business, the stories behind some of her favorite scents, and how she integrates Black history into her branding.

In this episode you'll hear:

(01:18) Where Teri's story begins

(04:23) How to find support (and cross promotion) in community

(05:15) Andrea mentions one of our previous episodes, in which former NFL player Justin Forsett talks about finding your "huddle". You can listen to the full episode here: https://www.smallbusiness.amazon/podcast-episodes/ep-13-justin-tackles-the-top-3-steps-to-start-a-business

(07:40) How to work storytelling into product packaging

(08:30) How brand storytelling wins Teri media coverage and high-profile customers

(09:55) How transparency builds customer loyalty

BONUS: The Benefits of Integrating Culture Into Your Products

This Is Small Business

BONUS: The Benefits of Integrating Culture Into Your Products