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Your Brand Starts With a Six-Word Story

Develop and promote your personal brand by telling the story that defines you, advises entrepreneur and investor Desiree Gruber.

Left to right: Fiona Carter, chief marketing officer, Goldman Sachs; Desiree Gruber, founder and CEO of Full Picture

Desiree Gruber believes everybody is here for a reason and one of the most important things you can do is articulate who you are and what you do.

The Power of Six Words

Desiree encourages people to create their own six-word stories — her six words are “people collector and dot connector.” In just six words, you can create a powerful, poignant story about who you are and what you stand for. Your six-word story should be memorable and transmissible, meaning other people can easily and consistently share it within their own ecosystem. It’s a fun and creative exercise.

Start Broadly, Then Refine

Desiree suggested starting with writing five to eight phrases about yourself. The very act of putting pen to paper can kickstart the process of defining your story. Cross things out that don’t resonate and explore adjectives and new phrases for things that do. Highlight words that stick out, and keep distilling your story down to six powerful words.

“We all have a storytelling muscle,” Desiree said. “You use it by sharing things that are important to you and helping people understand what you’ve seen in the magic that is in your life.”

Allow Your Story to Evolve

As you become more comfortable with sharing your story and you further develop your personal brand, it should grow and evolve with you. Certain moments throughout your life and career provide opportunities to unlock your brand and take it to the next level.

An example of an unlocking opportunity would be starting a new job or celebrating a 10-year anniversary of your business. These milestones can enhance your personal narrative, helping you build on what you’ve already established.

“

Storytelling can absolutely be learned. It is one of the oldest skills of human beings.”

Desiree Gruber

Founder and CEO of Full Picture

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This material is intended for educational purposes only and is provided solely on the basis that it will not constitute investment advice and will not form a primary basis for any personal or plan’s investment decisions. While it is based on information believed to be reliable, no warranty is given as to its accuracy or completeness and it should not be relied upon as such. Information and opinions provided herein are as of the date of this material only and are subject to change without notice. Goldman Sachs is not a fiduciary with respect to any person or plan by reason of providing the material herein. Information and opinions expressed by individuals other than Goldman Sachs employees do not necessarily reflect the view of Goldman Sachs. Information and opinions are as of the date of the event and are subject to change without notice.

Goldman Sachs & Co. LLC is registered with the Securities and Exchange Commission (“SEC”) as both a broker-dealer and an investment adviser and is a member of the Financial Industry Regulatory Authority (“FINRA”) and the Securities Investor Protection Corporation (“SIPC”).