What’s Your Brand Story?
Your brand story is not just one story.
You brand is made up of multiple stories and each one plays a crucial role in connecting you with the right audience.
Why do we think of our brand story as a singular story?
Because we are bombarded with advice that reduces branding to a single brand story. Your personal story – “Tell your story!” – is the advice dished out by every branding and storytelling consultant. As I’ve pointed out here, it’s bad advice for a number of reasons.
So, everyone rushes to tell their Brand Story – their Hero’s Journey, a story formula so predictable, it falls straight into the black hole of ‘heard it before’! The most common one is the final instalment of the journey, i.e. how, after many struggles & challenges, you are now successful. And that success is measurable in your current earnings – at least 6 digits, more likely 7 digits.
Are you a unique personal brand or an iteration of a standard template?
If you want to tell an individual personal story, skip the template and tell a story about what makes you unique & what is relevant to your clients.
Here’s one possibility. Tell the story of how you embody your values. For example, a lot of professionals brand themselves as ‘honest’, ‘caring’, ‘authentic’, etc. Instead of making a list of values, choose a value and tells them that story because it actually shows them something about you that could build trust and credibility.
Your personal story is just one story & your brand story is not reducible to that story.
Your brand story is where your story intersects with other stories.
It’s also your clients’ story – the story of a problem they struggle with & how it impacts on their business.
It’s also the story of how you can help them solve that problem.
And it includes the outcome you create for them after working together.
Which story will get the attention of your potential clients?
The one in which they find themselves most easily. The one that makes them say, “Yes, that’s me!”, “That’s where I’m stuck!”, “That’s what I want!”
Your personal story is one of the stories that makes up your brand story. If you want to attract a new audience, it’s not the story to lead with.