James Broyhill has always been creative, whether it was telling stories to his dad or tinkering with odds and ends in his family’s workshop in North Carolina. He remembers an interest in crafting things ever since he was a child. He grew up watching his father and grandfather run the beloved family furniture business, Broyhill, and always assumed he would follow in their footsteps and take over the family business.
However, he later realized that his thoughts on a career path might have started with furniture – but it wouldn’t end there.
Pull Up a Chair
Broyhill’s earliest endeavors didn’t stray too far from the family field. He began his own business by making innovative new kinds of furniture crafted from repurposed whiskey barrels.
Quite quickly, this small range of chairs, benches, sinks, light fixtures, and accessories caught the attention of some big brands – Jack Daniels and Pappy Van Winkle, to name a few. These companies were attracted to his product for a number of reasons. Most obviously, because their whiskey is aged in barrels just like these. But, beyond that, they were attracted to Broyhill’s authentic backstory behind the collection and the piece of true Americana that they represented.
“The inspiration behind the first whiskey barrel creation developed out of a personal challenge to create something aesthetically pleasing from something of true character,” said Broyhill. “This was a one-time weekend project that I intended to display in the house and show off to friends and family. I had no idea what would come of it.”
Broyhill was riding high after the early attention his work received. He christened the burgeoning barrel business Heritage Handcrafted and soon added a line of pieces made from Cabernet Sauvignon barrels, which he loved for their unique coloring and staining. These were also a big hit with a wider consumer market with lots of disposable income – wine lovers.
Evolving His Personal Brand
As Broyhill’s Heritage Handcrafted products were flying off the shelves, he realized that he was building great relationships with brands like Jack Daniels – and that they were listening to his stories and ideas as well as buying his furniture.
He was starting to see that he had a purpose beyond furniture making. His talent for telling brand stories that resonate with customers was growing. It became clear that his connection to Americana and American values was attractive to companies and that his skills were in demand.
Today, Broyhill is emerging as a powerful brand storyteller, a talent that has been passed down to him through the Broyhill legacy. He acts as a spokesperson, strategist, and creative collaborator for a portfolio of clients that share his vision. And he has expanded beyond his marquee alcohol clients and is open to working with any brand that could use his Americana-flavored expertise.
With big-brand relationships firmly in place, Broyhill is excited about lending his expertise to more companies that share his vision and want to increase the impact of their brand storytelling.
Stacking His Services
“Most companies are so interested in sharing their products that they forget the value a strong, united brand message and story brings to the table,” said Broyhill.
Since he spent years sharing authentic stories about his own family-owned business, it seems like a natural progression that he would extend a helping hand to more businesses with similarly heartwarming stories to share.
Those that sign with Broyhill will find innovative brand work that goes beyond that of their competitors. He plans to act as a guide for marketing and communication strategy as well as building digital brands, managing corporate social media, consulting on marketing automation, and much more.
As a lover of Americana, it’s no surprise that Broyhill likes to philosophize about American values and the American dream. He believes that becoming a success lies at the heart of both of these. After traveling an unusual path, Broyhill reckons that he finally feels like a true success when he’s able to help other brands usher in the modern era while never losing sight of family-first American values.
One thing he has learned on his journey is, though he may not be manufacturing sturdy and stately Broyhill chairs anymore, he still has plenty of legs to stand on.
About James Broyhill and Heritage Handcrafted
James Broyhill is a brand spokesman who, after working with companies like Jack Daniels and Pappy van Winkle, is bringing his approach of authentic storytelling to the table to help companies, entrepreneurs, and organizations to showcase their stories and successes. Going beyond marketing, James brings your brand to life. Find out more at www.jbbyjamesbroyhill.com
