Emotional Branding when Private Labeling?

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I love the idea of creating an emotional, story-focused brand for my Shopify store.


But for me private labeling just happens to be the best route considering my interests, skills, and resources.

When I see amazing examples of emotive ecommerce brands they all seem to share some sort of founder / inventor-focused story.


So what might be some creative ways to inject emotion into my Shopify store brand when I'm private labeling?


Thank you guys!