From the March 2012 issue of Fast Company:
Arthur Germain, from Communication Strategy Group, refers to to storytelling to build a brand as brandtelling. As he explains on his site, “Brandtelling is built on the foundation of connecting people through a story that is relevant, real and repeatable.” While this approach is often used to sell products, many of the principles can apply to individuals building personal brands. For the ultra private among you, this very action might be cringe-worthy. After all, selling yourself is not as easy or as comfortable or selling products and services. Nonetheless, it’s fair to say that in an increasingly wired world, where first encounters are often online, a little personality can go a long way. A great story? Even better. Whether interviewing for a job or making a presentation, a strong personal narrative could be the one thing that keeps you on top.