Whether you're interviewing for a job, consulting gig, or fellowship program, 10 times out of 10 the conversation will start with, "Can you tell me about yourself?" The answer to this question should be your brand story. 

Instead, what most people do is this:

• They give an executive summary of their resume.

• They highlight their professional experiences.

• They show interviewers why they will be an asset to the company.

• Some will even talk about their most recent experiences and how they are relevant to the position or opportunity. 

While these are all good answers, they are generic and average at best. Moreover, chances are high that each of your competitors had the same responses. Unfortunately, your interviewers want more - they want to meet to real you and what they truly want to hear is your brand story. 

A great brand story should be comprised of the following:  

• The intrinsic qualities that set you apart from your competition,

• Your hero/shero journey,

• Your professional defining moments,

• Your purpose statement, 

• Your professional identity, 

• Your core values,  

• Your superpowers and, 

• Your industry-specific vision. 

Why is this important? It is important because in today's globally competitive world, companies are not just hiring you as a professional, they are hiring and doing business with your personal brand. So the next time you go into an interview, leave your resume recital at the door, and instead go in with your personal brand story.