What this bakery can teach us about storytelling

Hi friend,

I found myself down a YouTube rabbit hole and came across this American Bakery company.

Sounds a little bit rogue, bare with me.

All I could think is how they’ve nailed the art of brand storytelling.

So I thought I’d share.

If you go to pick up a loaf of their bread from the store, you can see the company logo is of some guy with a long black pony tail, holding a guitar.

The name of the brand is “Dave’s Killer Bread”.

On the side of the packet it says “15 Years is a long time to get it right.”

And they have a short story printed on the side of all their products.

It tells the story of Dave, who had made some bad choices in life.

He had been in prison for 15 years.

But when he left prison, he had a hard time finding work.

So, his brother, who was running the family-owned bakery, saw Dave and saw he was trying to make a change.

He gave him the chance to come back and work for the bakery.

When Dave came back, he tried everything in his power to make right, and make this delicious bread.

And he did.

It started winning awards.

So they named it Dave’s Killer Bread.

And to this day, they make a point of hiring people who are best fit for the job, regardless of their background.

Over a third of their employees have a criminal background.

This is done on purpose because they believe that everyone deserves a second chance.

This is such a powerful story.

It tells the person who picks up their bread the origin of the company, and their purpose.

But the power in the stories lies in the humanity.

Every time you purchase a loaf of bread from Dave’s Killer Bread.

You have this emotional pull in the back of your mind.

If you see 50 different types of bread on the shelf at the shop.

Having known this story, which bread are you going to reach for.

Of course, anyone with a heart will go for Dave’s Killer Bread.

This is the power of brand storytelling.

And it’s a story every entrepreneur should be sharing about their business.

What’s the origin story, what’s it’s purpose.

Because once people know the why, they can buy into the what.

That’s all for today.

Talk soon,

Jack