And that's where you need to break down the bigger brand narrative into the smaller stories behind it that allow your audience to relate to your brand, to you (since you are the brand) and what you do.
This article is about personal branding -- as it relates to job seekers. Want that job? Then you'd better learn to share your stories. But really, this is fabuloous advice for anyone's career, whether you are looking for work or not.
Most job seekers fail to tell their stories about the work they did and the results they produced. They describe their tasks and sell their last job desciption. Boring! Yeah, that will really help you get hired.
So what's a job seeker to do? Read this article for a primer on storytelling for job seekers, and the kinds of stories you need to develop and share. Next check out www.astoriedcareer.com for more resources.
Then go get 'em tiger!