Me: These bags are amazing. Who designed them?
Her: Me and my mama.
Me: Truly, these are beautiful. I mean, this is ART.
Her: My mama designed all the bags. My mama’s name is Deborah Nelson.
This was the conversation I had with the cofounder of Gullah Gourmet. Roderick and I were soaking up the bustling City Market in Charleston, SC (the kids gifted us a trip!!).
While the Peach Cobbler packaging was beautiful, the writing was melodic – literally. The Gullah dialect is a mixture of Elizabethan English and various African dialects. The Gullah people are descendants of enslaved Africans on coastal southern plantations. To communicate, they created a common language.
While speaking her mother’s name, the shop owner’s chin lifted slightly; her eyes were quiet and strong. Everything stood still. In an instant, I felt the backstory of her business.
Her brand is the story of the women who picked cotton, worked 16-hour days and prayed for freedom. A hundred plus years ago, her ancestors could not have done what she is doing today – yet they continue to contribute to her success. They are present. Resilience has been handed down from generation to generation.
The past has led to the Gullah Gourmet story of today. Amazing. And the peach cobbler? Worth every calorie.
THE TAKEAWAY: Your brand’s story started long ago. Mine the past. Remember why the company began, the problems it once solved, the founding passion, and what the brand means for people. For people. That’s key. Growth-hungry companies positioned to scale benefit from understanding where they came from. It’s the start of a new trajectory – and another beautiful story yet to unfold.
Are you on the 50-yard line with your creative endeavor? Or ready to start sharing stories to seriously scale your midsize company? We’re your storytelling team.