THE BRAND STORY: “ITS NOT A BIO!”





"It's not a bio!"

It's inevitable. From time to time, someone asks if I can write their bio. I admit I get a little annoyed. Then, I explain that I craft brand stories, not bios - and there’s a big difference.


Here are the 4 key elements that set the brand story apart from the bio:

Brand Storytelling is intimate. It transforms facts and information into a narrative designed to touch your audience so deeply, it evokes an emotional response. It brings people into your journey - the history that shaped you, key challenges, aha moments, your inspiration and purpose. It’s not a mere account of life markers - like place of birth, education, and work experience that you would find in a bio or resume. It may include some of that information. But those details are only shared if they fall within the context of the story you’ve decided to tell.

Brand Storytelling has very specific engagement targets. Your story should be of interest to your target demographic, with universal themes that make your experience accessible. Your story should link what you stand for to the values you share with your audience.

Brand Storytelling is crafted with a unique voice - your voice. Your story establishes your brand voice - the tone, the style, the feel. Your brand voice should be authentic - not contrived. The more you hone and refine your unique voice, the stronger your brand identity - and the easier it becomes to build community around your products or services.

Brand Stories connect to a much larger dialogue. You can only talk about how great your brand is for so long, before it becomes a bore. Consumers want great products, But they also want a Good CEO. They want to know who you are and what you stand for. While bios are not as thoughtful, in this regard, you want your story to invite your customers into a larger conversation about your higher mission - a cause that you can champion together.




It's a brand story.

Ok. Here's a photo of a smiling CEO to close this piece with good vibes.


It's important to be intentional when it comes to your brand. Because whatever detail you leave unclear, people will fill in the blanks with their own random fantasies of who you are and what you represent. With great brand story, you can control the narrative and create genuine, transparent and meaningful connections with the community and make a positive impact.




SHEILA JACKSON
Creative Activist & Founder of The Good CEO Movement






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