One of the unique characteristics of a luxury brand is that it tells a story.  Seriously, think about the high-end brands you know.  Each of them have a story to tell, a reason they do what they do, a history for how they got there, or a story about each of their products. 

Essentially the consumer is buying so much more than a product.  They are buying a piece of history, or better yet, their own place in the story. 

You certainly won’t find this if you purchased a commodity or commoditized service.  A good story is what sets the top brands apart from the mediocre ones. 

Take Ferrari, for example.  We all know that Ferrari makes some of the most beautiful sports cars on the market.  But, did you know that their story began in 1908, when Enzo Ferrari saw his first race?  In the early 1920s, he held a job at Alfa Romeo as a race car driver. In 1929 he launched “Team Ferrari,” a group of drivers who raced cars they owned.

There is a rich history involved with this brand, and by owning a Ferrari, people align themselves with the story.

What story does your brand tell?  What is the history? How did you get to where you are?

Tell your story in a way that makes your desired client feel something. You want to shape how people view you, and enable them to begin forging a connection with you and your brand.  Make sure to craft a narrative, which compels clients to want to build your product or service into their lives.  This ties them to your brand on an emotional level.

The catch is, you must be authentic. People aren’t stupid. If you falsify your brand, or fabricate stories, they will find out at some point. Then, your brand will be on life-support and require damage control.  It’s easier, and a better business practice, to be authentic.

Your story is an essential piece of your personal brand and should not be overlooked. I recommend taking a bit of time and putting pen to paper. Touch on the key elements of your life and experiences that have landed you where you are today.

Once you are satisfied with your story, share it! Give people an opportunity to relate. Those connections will yield you results!