In 2024, plain bios are old news. Now, it’s all about personal brand stories. But what is a personal brand story, and how can you create one that really connects with people?
A personal brand story is a short narrative that tells who you are, what you believe in, and what makes you unique. It brings together your work journey, experiences, and the values that drive you. If you look at your favorite industry leaders, you’ll see that they often share their personal brand stories.
Sara Blakely Take Sara Blakely, the founder of Spanx. She often tells the story of how she started her business with just $5,000 and a strong belief in her product. Even though she faced many rejections from men running the hosiery mills, she didn’t give up, even personally delivering her prototype to Neiman Marcus. Her story isn’t just about building a billion-dollar brand; it’s about persistence, creativity, and the power of believing in yourself in an industry filled with tradition.
Dolly Parton And then there’s Dolly Parton, whose personal brand is all about being genuine and never giving up. Dolly often talks about her humble beginnings in the Smoky Mountains and how those roots have shaped her music, her businesses, and her philanthropy. Her story resonates because it’s not just about fame or wealth; it’s about staying true to who you are and using your success to lift others up. In the same way that Dolly built her career from the ground up, professionals in the building materials and construction industries can draw inspiration from her story of authenticity and resilience.
Richard Branson Finally, consider Richard Branson, the founder of the Virgin Group. He frequently shares his journey from a struggling student with dyslexia to becoming the head of a global empire. What sets Branson apart is his adventurous spirit and willingness to take risks. Whether it’s launching a new airline or breaking into the space travel industry, his story is about daring to do things differently. For those in the construction and building materials industries, Branson’s story is a reminder that innovation and a bold vision can lead to extraordinary success.
Why Do You Need a Personal Brand Story? There are a few key reasons, but the most important one is this: as human beings, we are naturally drawn to stories. They create emotional connections, make information easier to remember, and help us understand the world around us. Here’s how a personal brand story can benefit you:
- Emotional Engagement: Stories can evoke strong emotions. When people hear your story, they connect with you on a deeper level, feeling empathy, joy, or inspiration.
- Attention and Memory: Our brains are wired to remember stories better than facts. A good story can make your personal brand stick in people’s minds.
- Sense-Making: Stories help people make sense of complex information by providing structure. This is especially useful in industries like construction, where technical details can sometimes overwhelm.
- Social Connection: Sharing your story builds relationships. It creates a sense of community and understanding, which is crucial in any industry.
Elements of a Great Personal Brand Story
- How You Became Who You Are A personal brand story is often about your journey—how you got to where you are today. It doesn’t have to be extraordinary; it just needs to be relatable. Think about what made you start building your personal brand. What got you into the field you’re in today? For example, I often share how I was consulting startup companies on their corporate brand and saw how quickly their brand grew when I shared the founder’s story. One of my first clients, a medical marijuana dispensary run by two suburban working moms, ended up writing a book and appearing on the Today Show, all because of their compelling personal brand story.
- Authenticity Your personal brand story should be true to who you are. If it doesn’t showcase your personality, experiences, and values in a genuine way, it’s not a personal brand story—it’s just a resume. Remember, storytelling helps you connect with your audience. Make sure your story has emotion. For example, when I tell the story of the two women cannabis founders, I often laugh about how funny we found it that people were so fascinated by middle-aged women in the marijuana business. This shows that I don’t take myself too seriously and that I value humor and relatability. But maybe humor isn’t your thing. Maybe you’re more reflective. I have a client who climbed Everest, and he often tells the story of how he didn’t find “more accomplishment” on the mountain but rather discovered everything that wasn’t him. His stories are deep, thoughtful, and impactful. You feel the struggle and the insights he gained.
- A Compelling Narrative Your personal brand story should be interesting and hold your audience’s attention. This doesn’t mean you need to summit Everest or start a billion-dollar company. It could be about how you took a big risk, like quitting a steady job with just a month’s savings. Or maybe you challenged a company policy you felt was unfair, leading you to advocate for better workplace practices. Use “The Hero’s Journey” to structure your story:
How Often Should You Repeat Your Personal Brand Story? You might think repeating your story often is overkill, but it’s not. Here’s why:
- Visibility: Most people in your network won’t see every post you make. By sharing your story regularly, you increase the chances of it being seen.
- Reinforcement: It takes 5-7 times for someone to associate you with your story. Politicians repeat their speeches for a reason—repetition builds recognition. If you want your personal brand to stick, share your story often.
The Recap Having a personal brand story is essential if you want to build a strong personal brand, connect with your audience, and reach your professional goals. Here are the key points:
- A personal brand story works because it connects with people on a deep level. It creates emotional engagement, helps people remember you, and builds relationships.
- The key components of a powerful personal brand story are: how you became who you are, a compelling narrative, and authenticity.
- Repeat your personal brand story frequently. It helps to form a strong association in your audience’s mind, and with new people joining your network all the time, it’s important to keep sharing.
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