Heja Sverige! The Story Behind the Name Dala — and Why It Matters in the Business of Communications

Your Name Is the First Story You Tell — and Brand Storytelling Starts There

‍Dallas has World Cup fever and so do we. While we’re rooting for the U.S.A., we’ve also been rooting for Sweden because it’s the heritage of agency President and CEO Leah Ekmark Williams and is where the name, Dala Communications, comes from.‍ ‍

Why “Dala” — The Story Behind the Name

‍ “What does Dala mean?” is a question we get asked all the time when introducing our Dallas PR agency. So, here’s the short story according to Leah:

‍Dala is taken from the Dalecarlian horse — the Däla häst in Swedish — a hand-carved wooden figurine that has been a cultural symbol of Sweden for centuries. It represents craftsmanship and a tradition of honest work passed down through generations. And it’s the heritage of my family.

‍My grandfather came through Ellis Island from Sweden at 19 years old. He later joined the U.S. Army to learn English and was a Sergeant during World War II and the official military photographer for his unit. Some of his photographs are still on display at Fort Sam Houston in San Antonio. My family still has many of his images that document history from the war (two of my favorite pics are below). He had a strong work ethic and an entrepreneurial spirit, leaving his country, not knowing the language and building a life. That’s the legacy I named this company after.

Your Name Is the First Story You Tell

‍Dala is not just a name. “Dala” represents a legacy of entrepreneurship, integrity and a time-proven work ethic. As a unique, hand-crafted keepsake, Dala stands for the stories upon which legacies are built.

Here’s the thought leadership version of all of this, for those running organizations, nonprofits, or athletic careers. Your name and your brand is the first impression, and the story behind it matters.

Before a brand deal, before a media strategy, before a single sponsored post — we start with the question every communications professional should be asking their clients: what does your name mean, what do you stand for and what story does it tell?

Whether you're a nonprofit attracting donors or partnerships, a company differentiating in a crowded market, or a student athlete building a brand before the recruiting calls and your NIL journey starts — know your story and tell it well. Strategy and execution matter, but the story is always the foundation.

‍‍What does your name and brand say about you? For us, the answer has always started with a little wooden horse from Sweden — and a 19-year-old immigrant who crossed an ocean, picked up a camera, and let his work speak for itself. Heja Sverige!

And one more thing before the final whistle — Dallas Morning News sports intern, Ryan Myers, wrote a fun piece on FC Dallas Swedish midfielder, Herman Johansson, preparing his former teammates for the FIFA World Cup with one thing they don't have back home — a Texas summer. Turns out the World Cup prep started on an exercise bike in a 100-degree room in Stockholm. We respect the commitment. We’ll be watching come June 25 when Sweden takes on Japan at Dallas’ AT&T Stadium.

‍ ‍- The Dala Communications rebrand - Leah with her Dala horse painting after the rebrand, painted by her aunt, another proud Swedish descendant and the daughter of her Swedish grandfather. And, official notification when Dala received its registered trademark!