Think about your favorite brands and why you like them. More often than not, it’s not just because you like the taste. It may be hard to admit, but you’ve bought into their brand story. Whether it’s the story of Tito Beverage starting out in a one room shack and then making it big with Tito’s Vodka or Bethenny Frankel’s story of creating a multi-million dollar brand called SkinnyGirl Margarita in an industry dominated by men who first rejected the idea. These stories sell product. And better yet, the story gets passed from one consumer to another who do the marketing for you, for free. Yes, price and taste factor into every consumer purchase, but the story is most likely the determining force that pushes sales year after year and is the heart and soul of your brand.