people may like your brand, but they buy in to your story. its at the story level that engagement is achieved and the real connection happens. its the magic that forms the core of a tribe, and encourages a shared experience through the exchange of stories.
in personal branding terms - your brand story explains in more depth than just statements and images the drivers of your authenticity. its an outline of what you have endured, succeeded or experienced and connects you to those with both similar experience and those looking for inspiration. its telling your audience what you stand for and your values in an accommodating and inviting way.
so how can you use stories in personal branding for more effective communication?
brand story: your brand story is a brief description of the key aspects of who you are, and what you represent. It can be summarised in a single sentence, and is also often published as a few sentences. there are no rules on the depth and length of your brand story - everyone has different life experience. but we should be focused on refining our brand story to be palatable for our tribe and our audience. if you had 20 seconds to meet and engage someone you don't already know - how would you simplify what made you who you are and what you bring to the table?
in the same context an elevator pitch is an abridged version of what you are seeking, your personal brand story states emphatically who you are.
to create your brand story - write down (succinctly) 3 key things you have experienced in life that define who you are now. then add the 3 key things you have achieved in life that make you an expert or great at what your do. lastly, write down 3 key things you are passionate about, or would like to contribute. these answers will form the base of your brand story. now write a single sentence that covers off on the essence of 'you' based on your answers. we finalise the brand story process by then expanding on this sentence - as little (ideally) as possible to create one interesting, and engaging explanation of your brand.
stories in content: beyond an audience buying into your own story - incorporating stories into content you post is an invaluable tool. some of the most influential identities both online and in pop culture have a knack for telling stories that may inspire or hold your attention. more often than not, the stories themselves aren't unique or exclusive. delivery and building excitement though takes an audience on a journey, and if they like that journey they will want to hear more.
the goal here is simple - stories should always be brief and engaging. this gives you the best shot at retaining interest and deepening those relationships you are developing with the people who resonate with your brand story. time is valuable, and noise is high. so give people value when they are in a place to be captured and converted to brand you.
story-telling is an artform - both visually if on video, or in writing on a page or website. both require you to develop and refine delivery to ensure effective transmission. good news is it can be both taught and can be provided. if copy writing is not your thing - perhaps a professional can help you incorporate stories into your content. otherwise, reading and seeing how others share their values with the aid of stories may well inspire you, or give you insight as to how to share yours.
