What's Your Story?

Submitted by: James Patrick, ACB, ALB, Marketing Coordinator (Tucson, AZ)

I’d like to share a true story of two friends of mine. These two individuals have some rather coincidental similarities. They live in the same city, are about the same age, have the same name, are both married with one child, and both have the same occupation working for the same clients. Yet despite their similarities, these two individuals could not be more different from one another.

The one, we’ll call him Fred, is struggling right now. The economy has taken a hefty toll on his business. His clients are not paying what they used to, lesser-experienced competitors are underbidding him, and many companies he used to work for are now using in-house staff in place of his services.

The other we’ll call John. Now I remind you: same age, city, marital status, and occupation. However, where Fred has been floundering, John has been flourishing. His clients enjoy working with him so much that, even though their budgets are not as strong, they still hire him. His word-of-mouth referrals are through the roof. He even wins jobs if he is not the lowest bidder.

So how do two people who have so many things in common end up on such polar sides from one another? The difference between Fred and John is how they branded themselves. One has a personal brand that excites those around him, whereas the other has a brand that does nothing to instill energy and enthusiasm into his clients.

Personal branding is one of many terms we use to describe the impression we leave upon people. Although many confuse it with design, a personal brand is not about logos, brochures, or taglines. Your brand really is you. You are your own brand.

I call it your story. Our stories are completely unique, never duplicated, and they leave a traceable impression on anyone you have an interaction with.

It is the quality of your story that will determine whether or not you get hired, promoted, talked about, or even have the opportunity to do something that matters to you. Whether you want it to or not, it is already shaping how people view you. Each of us already has a story attached to us, despite if we wrote it ourselves or not.

To craft the message of your story, take a moment to do a little self evaluation. Ask yourself the following questions and write out the answers.

• What are you passionate about? 
• What are your strengths? 
• What common threads do you see between your passions and strengths?
• What do you feel sets you apart from others?
• What are your short and long term goals?
• What obstacles are in front of you and how will you overcome them?
• What do the people around you need that you can provide?
• How will you know when you have achieved your goals?

Listing out your core attributes and goals forces you to think about your best skills and qualities. It pushes you to craft a targeted message. This will become your story and your vision for who you are and where you want to go in your career.