Today's episode is about your personal brand story. I explain how to craft your narrative for a lasting impression. Cristina Scoccia, CEO of Ilia Cafe, joined in 2022 to expand the Italian coffee company outside of Italy. She says, "I came in with a clear objective. I see my role a bit like a doctor's. I like taking care of a specific condition. Once I'm done with the job, I like to move on to the next patient." Christina made the overall task reflect her brand. All of us need to understand the importance of branding, says Tom Peters, the management consultant and co-author of one of the most successful business books of all time. He says, "We're CEOs of our own companies, me, Inc. To be in business today, our most important job is to be head marketeer for the brand called you," he continues. Many others echo similar sentiments. For example, "Your brand is what people say about you when you're not in the room," says Amazon founder Jeff Bezos. Jonathan Sachs, co-founder of Free Range Studios, stresses that your brand "extends beyond your online presence. It's about consistent interactions with people and shaping how you're perceived." Dan Schwabel, a personal branding expert, explains that "your brand is what makes you weird, makes you unique, and therefore makes you stand out." Let's look at crafting a brand narrative. Crafting your brand narrative is a big ask. Even becoming comfortable thinking of yourself as a brand requires clarity about what's realistic and what you can live up to. For instance, there's a big difference between aiming to be seen as a competent musician and expecting others to see you as a direct competitor to Taylor Swift or Beyoncé! It's not that you can't dream, but effective branding has to be solidly grounded in some reality. Your brand narrative or personal story is a powerful way to bring your brand to life. This narrative helps you consider what you want and the behaviours you may need to adopt to support the brand. The narrative is like a film, a story around a campfire, or even a computer game. What, for example, would the audience see or hear? Here are the five basic steps to help you think about your personal brand and bring it into daily existence: Identify your core message Create characters that embody your brand values Design a plot  Incorporate conflict or challenges Conclude with a resolution My final thoughts about developing a narrative: Develop a narrative that expresses your brand Get clear on the core values of this brand Demonstrate your brand value through your daily behaviour.