Last week I was in a business networking conclave. You know how it goes, 15 to 20 people all wanting to exchange business cards and introduce themselves. I am so and so and I am a wealth manager, or I am a property consultant and can handle all kinds of properties, etc.

And there was this lawyer. And I remember him more than anyone else there.

Here’s how he introduced himself. “My father was an advocate and when I was just 15 years old, just out of school, my father used to take me with him all over. He is used to make me fill up forms, stand in queues, arrange documents, etc. I witnessed first hand the worry in people and how my father helped comfort them with all his cases. And the joy in the client’s faces when they achieved what they wanted was so amazing, that I too wanted to become a lawyer. So here I am today, also a lawyer and I have more experience that all lawyers my age because of my father”

All along I could visualise this 15 year old boy following his father around with probably a brief case, listening intently to all of his father’s client’s conversations, learning to meticulously fill up forms, patiently stand in a queue. And most importantly I will always remember him and possibly consider using him for any legal work should the need arise.

Your story is very important – for you, for your product, for your brand. It, first of all, affirms your reason to be in the business you are in. Secondly, then it gives your customers a reason to believe in what you do and always create recall for your brand.

Find your story. Your brand needs one.

by Ravi D’Abreo