Storytelling about Your Brand: Online and Offline Review

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Storytelling about Your Brand: Online and Offline ReviewMuch has been written about personal branding in recent years, but Storytelling about Your Brand Online & Offline: A Compelling Guide to Discovering Your Story adds some nuances I haven't seen before. For one, it's the first branding book I know of to overtly connect personal branding with storytelling. (Well, my own book, Tell Me About Yourself, does that, but just in one chapter whereas the theme is pervasive in Bernadette's book). The book is also the first I know of to explicitly break down offline and online personal-brand storytelling. Product brand storytelling; corporate, NGO, and non-profit storytelling; and corporate leadership storytelling also get a meaty mention along with personal brand storytelling.
I have mixed feelings about Bernadette's use of the Reach Personal Brand Process. Founded by William Arruda, who wrote the forward to this book, the Reach process was one of the first to guide folks in discovering their personal brand. Well-respected and widely used, the process is even attached to a certification that enables practitioners to become Reach Personal Brand Strategists. Given that many professionals have advanced their own ideas for processes to develop one's personal brand, Bernadette was wise, I think, not to reinvent the wheel; however, the Reach process doesn't work well for me personally.
I'm always on the lookout for story prompts, especially those that help an individual get at his or her personal story, so I love Bernadette's 35 Storytelling Inspiring Questions and wish there were even more. Emotional intelligence (EQ) stories, personal social responsibility (PSR) stories, and story-building around assessment results are novel and fascinating inclusions.
Bernadette offers a highly useful VISIBILITY BRANDING STORYTELLING TOOL (VBST) that helps users select 5-7 key stories, develop these in more detail and structure them, choosing the ones that will resonate most with the user's target (often an employer). She recommends the well-known Situation-->Action-->Result (SAR), Problem-->Action-->Result (PAR), Challenge-->Action-->Result (CAR) formulas -- but adds Key Attributes and Testimonials to them.
The book's online chapter offers elements I haven't seen in personal-banding or storytelling works: Storytelling on Google, Video Storytelling, and Storytelling in 3D Virtual Worlds and provides samples of storied online portfolios.
The offline chapter echoes the job-interview and networking themes of Tell Me About Yourself, while adding a helpful section on icebreaker stories. That chapter also introduced me to a new term, "verbal graffiti," "the term used for fillers, non-words, modifiers, condescenders, verbal tics ... basically anything that can dilute the message of your storytelling" -- and Bernadette tells readers how to eliminate them. (She recommends Toastmasters, an organization I plan to get involved in soon.)
The book's chapter on branded bios is important because it provides the foundation for effective online profiles. Lots of meaty info in this chapter, which may just be the most powerful one in the book.
The book is also nicely peppered with interviews with experts.Storytelling about Your Brand: Online and Offline Overview

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