Monthly Archives: June 2020

The Real Deal: 3 Ways Food Companies Can Craft Compelling Brand Stories

When a customer puts your product in their shopping cart, they’re doing so for a few reasons. They like your packaging, they respect the quality of your food, and most important, they trust your brand. They trust that they’ll get the same delicious taste every time they buy, and they trust that your brand story, which reeled them in as a customer, is true. However, if it comes to light that your origin story isn’t grounded in truth, the revelation can leave behind a bad aftertaste.

Always tell the truth

In today’s food market, the power of a compelling brand story almost overrides the appeal of the product. People are more willing to support a company that funds a great cause or whose owners have a similar backstory to their own.

Take Mast Brothers Chocolate, for instance. Rick and Michael Mast became the darlings of the craft chocolate world. Their chocolate bars were packaged in sleek, aesthetically pleasing packaging, and they were sold to the public as two hard-working, bearded guys from Brooklyn who loved chocolate. However, a 2015 exposé accused the Mast Brothers of lying about their product. Their claim to fame was a “bean to bar” process that produced rich chocolate, but they allegedly started making their product by melting down industrial chocolate and adding flavoring. The brothers denied the claims, but it created a firestorm of criticism and a cloud of mistrust continues to hang over their brand.

The public doesn’t like to be lied to. It’s one thing to rebrand yourself to fit the image of your industry. If you want to make a splash in the craft food scene, a beard can help. But you shouldn’t choose an image that strays too far from who you really are, and you should avoid making hyperbolic claims that you can’t back up. Don’t claim that you’re the best or the first or that you’ve never sought the help of experts. In these cases, you’re practically baiting fact checkers to unearth the truth.

Make a great product

Behind every great story is a great product. A strong brand story helps you build an initial relationship with your customer, and it motivates retailers to carry your brand. However, once the buzz of the story wears off, you need to deliver. Thus, it’s important that you never sacrifice the quality of your product for the story.

When you make something that the public craves, they’ll buy it from you directly and retailers will come knocking on your door. An intriguing backstory helps, but the food matters most.

The creators behind nut butter company Wild Friends (Keeley Tillotson, Erika Welsh, and Tillotson’s father, Bruce) started their company as an organic alternative to mass-market brands that were high in sugar. A huge part of their story was that they’d once appeared on Shark Tank and that both Tillotson and Welsh had dropped out of college to run their business. But the ultimate draw to their product is how great it tastes. Wild Friends is carried in retailers all across America, not for the backstory, but because customers love their nut butter.

A great product creates its own story and essentially sells itself.

Choose your words carefully

When promoting your brand, you may reach out to a public relations expert to help you craft a story that appeals emotionally to your target demographic. These stories often require spinning the truth a bit, to differentiate you from your competitors, and position your brand as truly unique and worthy of attention. However, be sure your story doesn’t stray too far from reality.

To ensure you stay in truthful territory, try to avoid using any of the following five words in your brand story:

Small-batch: This is a buzzword that’s synonymous with quality. Immediately, small-batch signifies that everything you produce is made by a single person in a small kitchen, and that means every single unit meets your utmost standards. This may have been true when you were selling bottles of homemade bitters to your friends. But once you find an audience, an investor, and a retailer, production ramps up. You may still use the same recipe, but you’re no longer producing a small-batch product. Avoid the word now to skip the contradiction later.

Artisanal: Artisanal doesn’t pack the same punch it once did. In the truest sense, an artisan is a skilled craftsman that makes things from scratch. Thus, artisanal products are those that are made from scratch every single time. However, artisanal began to represent slightly better ingredients or off-kilter flavors; not products made by artisans. Odds are, your product isn’t artisanal in the truest sense, so leave it off the label.

Crafted: Like artisanal, crafted has been overused to indicate authenticity. However, instead of evoking an image of homemade goods, try to use verbs that more accurately describe your product. Is your coffee crafted or cold-brewed?

Authentic: Speaking of authenticity, there’s no need to affirm that your product is authentic. This is a word reserved for things that are truly the first of their kind. Even if you’ve created a flavor or recipe that’s unique to your brand, avoid using authentic. Instead, describe what stands out about your creation.

Handmade: Telling a customer that something is handmade isn’t exactly helpful. It’s a general term that could have dozens of meanings. Focus on describing the benefits of your product being handmade. For example, do your peach preserves have a richer flavor because they’re handmade?

To attract and retain business, you need a strong brand story. But that brand story needs to tell the truth, or else, it could come back to haunt you and destroy your business.

Online Security Awareness: Protecting Your Business from Scams and Frauds

Online security awareness is an important part of protecting your business from scams and frauds. With the rise of online scams and frauds, it is essential for businesses to be aware of the risks and take steps to protect themselves. This includes understanding the different types of scams and frauds, recognizing the signs of a scam or fraud, and taking steps to protect your business from these threats. By understanding the risks and taking proactive steps to protect your business, you can help ensure that your business remains safe and secure.

How to Identify and Avoid Common Online Security Scams

Online security scams are becoming increasingly common, and it is important to be aware of the various types of scams and how to avoid them. This article will provide an overview of the most common online security scams and how to identify and avoid them.

Phishing scams are one of the most common online security scams. These scams involve an email or website that appears to be from a legitimate source, such as a bank or other financial institution, but is actually a scammer attempting to gain access to your personal information. To identify a phishing scam, look for signs such as misspelled words, generic greetings, and requests for personal information. If you receive an email or website that appears to be from a legitimate source, contact the company directly to verify its authenticity.

Another common online security scam is malware. Malware is malicious software that can be installed on your computer without your knowledge. It can be used to steal personal information, such as passwords and credit card numbers, or to gain access to your computer. To avoid malware, make sure to keep your computer and software up to date, use a reliable antivirus program, and avoid clicking on suspicious links or downloading unknown files.

Finally, there are social engineering scams, which involve scammers attempting to gain access to your personal information by manipulating you into providing it. These scams often involve emails or phone calls from someone claiming to be from a legitimate company or organization. To avoid social engineering scams, never provide personal information over the phone or email unless you are certain of the identity of the person requesting it.

By being aware of the most common online security scams and taking steps to protect yourself, you can help ensure that your personal information remains secure.

Tips for Creating a Secure Password and Protecting Your Business from Cyber Attacks

1. Create a Strong Password: A strong password should be at least 8 characters long and contain a combination of upper and lowercase letters, numbers, and symbols. Avoid using common words or phrases, and never use the same password for multiple accounts.

2. Use Multi-Factor Authentication: Multi-factor authentication (MFA) adds an extra layer of security to your accounts by requiring additional information, such as a code sent to your phone or a biometric scan, in order to access them.

3. Change Your Passwords Regularly: It’s important to change your passwords regularly to ensure that they remain secure. Consider setting a reminder to change your passwords every few months.

4. Use a Password Manager: Password managers can help you keep track of all your passwords in one secure place. They can also generate strong passwords for you and store them securely.

5. Educate Your Employees: Make sure your employees are aware of the importance of cybersecurity and the risks associated with weak passwords. Provide them with training on how to create strong passwords and how to spot phishing emails.

6. Use a Firewall: A firewall can help protect your business from malicious attacks by blocking unauthorized access to your network.

7. Monitor Your Network: Regularly monitor your network for any suspicious activity and take action if necessary.

8. Keep Your Software Up to Date: Make sure all your software is up to date with the latest security patches. This will help protect your business from the latest threats.

9. Back Up Your Data: Regularly back up your data to an external hard drive or cloud storage service. This will ensure that you have a copy of your data in case of a cyber attack.

10. Invest in Cybersecurity Insurance: Investing in cybersecurity insurance can help protect your business from the financial losses associated with a cyber attack.


Online security awareness is an important part of protecting your business from scams and frauds. By educating yourself and your employees on the latest security threats, you can help protect your business from becoming a victim of cybercrime. Implementing strong security measures, such as two-factor authentication, encryption, and firewalls, can also help protect your business from malicious attacks. Finally, staying up to date on the latest security news and trends can help you stay ahead of the curve and protect your business from the latest threats.

Rental Business Essentials: Strategies for Success

Rental businesses are a great way to generate income and provide a valuable service to customers. However, running a successful rental business requires more than just having the right equipment. It requires a comprehensive understanding of the rental industry, the customer base, and the strategies needed to succeed. This guide will provide an overview of the essential strategies for success in the rental business, including marketing, customer service, pricing, and more. With the right strategies in place, rental businesses can maximize their profits and ensure long-term success.

How to Develop a Winning Rental Business Strategy: Tips for Maximizing Profits

1. Establish a Clear Vision: Develop a clear vision for your rental business that outlines your goals and objectives. This will help you stay focused and motivated as you work to maximize profits.

2. Research the Market: Conduct thorough market research to understand the needs of your target customers and the competition. This will help you identify opportunities to differentiate your rental business and increase profits.

3. Develop a Pricing Strategy: Develop a pricing strategy that is competitive and profitable. Consider factors such as the cost of goods, overhead, and market demand when setting prices.

4. Invest in Quality Equipment: Invest in quality equipment that meets the needs of your customers. This will help you attract more customers and increase profits.

5. Utilize Technology: Utilize technology to streamline operations and increase efficiency. This will help you reduce costs and maximize profits.

6. Offer Additional Services: Offer additional services such as delivery, setup, and maintenance to increase customer satisfaction and generate additional revenue.

7. Promote Your Business: Promote your rental business through various channels such as social media, email, and print advertising. This will help you reach more customers and increase profits.

8. Monitor Performance: Monitor performance regularly to identify areas for improvement. This will help you optimize operations and maximize profits.

By following these tips, you can develop a winning rental business strategy that will help you maximize profits. With a clear vision, competitive pricing, quality equipment, and effective promotion, you can ensure your rental business is successful.

Essential Rental Business Practices: What You Need to Know to Succeed in the Rental Market

Renting out property can be a lucrative business, but it is important to understand the essential rental business practices that will help you succeed in the rental market. This article will provide an overview of the key elements of successful rental business practices, including setting rental rates, screening tenants, and managing rental properties.

Setting Rental Rates

Setting the right rental rate is essential for success in the rental market. It is important to research the local rental market to determine the going rate for similar properties in the area. You should also consider the condition of the property, the amenities it offers, and the demand for rental properties in the area. Once you have determined the appropriate rental rate, you should also consider offering discounts or incentives to attract tenants.

Screening Tenants

Screening tenants is an important part of the rental process. You should always conduct a thorough background check on potential tenants, including a credit check, criminal background check, and employment verification. You should also require references from previous landlords and verify that the tenant has the financial means to pay the rent.

Managing Rental Properties

Managing rental properties is an important part of the rental business. You should have a clear set of policies and procedures in place to ensure that tenants are following the rules and that the property is being maintained properly. You should also have a system in place for collecting rent and dealing with tenant complaints.

These are just a few of the essential rental business practices that you need to know to succeed in the rental market. By understanding these key elements, you can ensure that your rental business is successful and profitable.


Rental business essentials are essential for any business looking to succeed in the rental industry. By understanding the basics of rental business operations, such as pricing, marketing, customer service, and inventory management, businesses can create a successful rental business. Additionally, businesses should consider the use of technology to streamline operations and increase efficiency. With the right strategies and tools, rental businesses can be successful and profitable.