A consumer’s commitment to a product or service offered by a particular brand is known as brand loyalty. Building brand loyalty is crucial to businesses for several reasons, one being that maintaining a relationship with an existing customer is one-fifth the cost of attracting a new one, according to Forbes.
Now, consider the benefits of creating a personal brand for oneself. Personal branding is a concentrated effort to determine one’s uniqueness and then to construct a reputation around what one wants to be known for. In the professional world, building trust with colleagues, employers and clients is fast-tracked if you can effectively convey your personal brand. To learn how to differentiate yourself from your competitors in the eyes of the public, here are three tips on relaying your own personal brand through the art of storytelling.
1. Be Relatable
Conveying your personal brand through narrative is a creative method to share your values, identities and goals while attracting like-minded individuals. A personal anecdote that others can relate to is one way to show, not tell, what you are all about. John Branca, entertainment lawyer and manager, shares how getting kicked out of school in the ‘60s altered his view of big organizations and in turn, his perception of record companies. This sets the tone for his personal brand: representing the artist, not the label.
2. Include Characters
John Branca’s personal brand is strengthened not only by his relatability, but also the characters he chooses to incorporate into his narrative. His mention of stars like Tony Braxton, Carlos Santana and Michael Jackson increases his likability while also creating a resonance between him and the audience.
By highlighting others who are a part of your story, your audience can more easily connect with you. Showcase the values and personalities of those who you are choosing to incorporate in your narrative.
3. Act Accordingly
If your lifestyle exists in accordance with the personal brand you have created for yourself, showcasing your authenticity shouldn’t be a problem. Not only should your brand exhibit your professional skill set, but it should also show your personal value system. Pulling stories from your personal life can work to uphold the messaging of your personal brand. It also mitigates the idea that your professional self is completely separate from who you are outside of the office. Not only will this show your genuinity, but it will also attract individuals of similarly high integrity.
John Branca’s storytelling skills set his personal brand apart, contributing to his positive reputation in the music industry. Using similar tactics, you can set yourself apart, too.