Know Yourself. Be Yourself.

I had the opportunity to speak on Brand Stories at a recent event for the International Live Events Association. The ILEA includes thousands of members in the events industry, from wedding planners to candy display creators to lighting experts.  The industry is extremely competitive  with scores of talented people offering similar products and services at similar price points. So, how can these professionals differentiate themselves?  So far, they told me, they are carving out niche businesses, reworking their websites, developing social media messaging and networking.

Ah yes, networking. The word can bring up negative connotations because some consider it to be  forced socialization. But networking is fun...at least it can be...and not just for the truly extroverted. The effectiveness of networking relies on two things: your ability to connect with another person and to be remembered in a positive manner afterwards. To do that requires the ability to communicate.

If you're not prepared, the question, "So tell me about yourself?" can throw you into a tongue-addled state of confusion. It can launch exercises in navel gazing or unfortunate true confessions.  I like to think of the question for what it is... an invitation to get to know someone.

Prior to the talk on brand stories, ILEA members had time to mingle and check out the newly opened space, The Pearl. During the presentation, I asked attendees if they had taken the time to share their stories with others who didn't already know them. Most hadn't. Many didn't have brand stories. That was the reason they were there. 

Just as getting to know someone takes time, figuring out your brand story also takes some time.  After, all, a brand story is not an elevator pitch. It is understanding how your past, your struggles, your passion and your abilities have brought you to this point in your career. Until you really know your story it could be difficult to articulate it. But when you're ready to share the details of the tribulations and not just the triumphs, you may find yourself surprised at how your authentic  story,  will allow people, some of whom you've seen around for years, to finally connect with and maybe even "get you," for the first time.