The first is the personal brand of the leader themselves. Building up a cohesive and compelling narrative helps senior executives and other leaders to differentiate themselves and define what they stand for, and why. The notion of personal branding only dates back to the mid-1990s, but it has an increasingly prominent and defined place in our lexicon, and deservedly so.

The second aspect of leadership storytelling is a natural extension and extrapolation of the first: the ability of the leader to tell stories which motivate. A great leader draws on their own knowledge, experience and wisdom to motivate their team, and the wider stakeholder network. Such inspirational figures are characterised by authenticity and integrity – and make an indelible mark on people’s careers and characters.

But how does a leader get to that position? What are the ingredients for building awareness and perception, for staking out a defined space in a crowded marketplace? And how can a PR consultant shape, hone and refine a leader’s story?

Christopher Booker argues that there are only seven basic plots. His paradigm is a useful way of thinking about both literature and life – and it informs our approach to crafting narratives. These plots resonate deeply within, and are universal in their scope and application. Some fit more naturally that others, but all are relevant.

You probably heard your first story when you were tiny. Perhaps you listened to stories and read (or had them read to you) throughout your childhood. Maybe ‘storytelling’ seems like an infantile concept you left behind in kindergarten, or in your childhood bedroom. Suspend your disbelief: a commitment to understanding and creating a living story will, without doubt, improve your self-awareness and bolster your career and professional standing. Allow me to outline a few plots.

‘Overcoming the monster’ echoes of David and Goliath, or dragon slaying. This theme can readily be applied to the entrepreneurial leader of a challenger brand, the consumer champion innovating and creating an organisation or business that focuses on bringing the best products and services to market, whilst vanquishing an opponent to the delight of the crowd.

‘The quest’ has us all rooting for the pioneer, moving out beyond her comfort zone, expanding her influence and activity, and striving toward a goal.

‘Rags to riches’ also hooks us on a visceral level. We’re captivated by the tale of someone building an organisation up from nothing, perhaps experiencing setbacks along the way. As the pages turn, we find ourselves gripped by the story, and willing the hero on to success.

These three plots are powerful and pervasive. Perhaps you relate to one or more of them? But have you harnessed them and used them to build your story – or are you just another executive doing well, but not standing out?

Building your own narrative is difficult. It’s hard for us to identify our strengths and which aspects of our own story are the more attractive and compelling. It’s also hard for those close to you to be an objective sounding board. When we help leaders to create their stories, we ask challenging questions. We provide more than a sounding board, we drill deep. And the deeper we probe, the stronger a foundation we are empowered to lay.

Invest in developing your own story and you will be able to cast a strong vision and inspire your team and a far wider group of peers and stakeholders. You’ll also be able to define values and culture, and mobilise people to fulfil your corporate or organisational mission.

The reality is, your team already has an impression of you. So do your peers, your suppliers, and the media. It might be positive or negative, it’s almost certainly not monolithic, but you can take control of it. Building your story takes discipline and rigour, but you won’t regret the investment.

Professional public relations brings perspective. It empathises, and identifies with those who you’re seeking to connect with. Your story isn’t really what you say it is. It’s what exists in the minds of others. You can shout, and not be heard – or you can create, shape and connect with stories. As American pollster, Frank Luntz says “it’s not what you say, it’s what people hear.”

Great leaders who don’t tell equally great stories fail to fulfil their inspirational potential. Professional PR counsel identifies, builds and develops leadership stories – based on passions and priorities. It bring focus and articulation to leaders, and works compellingly where there’s no radical disjuncture between the brand promise and the delivery. When cultivated through conviction, leadership storytelling will take you on a journey far beyond your current experience and expectations. It will impact both your career and your corporation.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]