Your Story Over Keywords in Brand Communication

Your story over keywords is the subject of this video for professionals writing a bio, a resume or brand messaging. The full transcription and questions and answers follow the video.

This video first went up on YouTube on May 27, 2025. The written post was added on November 12, 2026.

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Table of Contents

Why Use Your Story Over Keywords When Building a Brand?

Using your story over keywords can help a brand stand apart, because building only on the hottest keywords and AI style bios may get you thrown in with others who do something close to what you do. Your experience and where you came from can be the differentiator, in Loren Weisman’s view, while some keywords can still serve as a reference.

Strong keywords can still have a place, but building only on high keywords and AI framing may say the same things as everyone else.
Running a resume through AI for a given job can return the same keywords the person hiring is probably already seeing.
Parts of your story that do not match your current topic can still show where you learned, what you experienced and how you shifted.
Overstated claims, such as one record producer talking about producing 3,000 albums, can raise red flags.
Bringing out the authority and stories in you, connecting your growth and beliefs, and standing by it may help people get a sense of who you are.

Your Story Over Keywords: The Full Transcription

Thrown in With Everyone Else

In organizing the base of your brand, messaging, of your communication, of your optics. Going after all the hottest keywords and the highest search terms sometimes is only getting you thrown in with the others that do something close to what you do.

My name is Loren Weisman. I’m a brand communications and optics strategist. And when you’re laying out the base of your brand, when it comes to communications, when it comes to reaching out, many will oftentimes jump and say, oh, I’ve got to make it the most popular keyword.

I’ve got to do this. But this is an oversaturated world. People are using the same terminology, they’re using the same AI style bios, they’re saying the exact same thing. And in that becomes this cacophony like of uniformity.

It’s wow, this person’s bios is the same as this one’s, the same as that one’s, the same as that one. And these people move along inside your experience. And I’m not knocking strong keywords.

Keywords, AI and Resumes

However, if you’re only building off of the framing of high keywords and AI, in a sense, you’re just saying the same things as everyone else. It goes in the same way with resumes. People say, I need to run my, I need to run my, my resume through an AI system.

Great. And now if you’re running through there and you’re prompting for a given job or a given profession, you’re getting the highest keywords, which are probably the same ones that whoever’s hiring is seeing because they’re looking for that same position.

Going Into a You Mode

So one of the differentiators is you. Your experience, where you came from. Don’t go into this robot or sheep mode, but more go into a you mode. My background, I have not done this my entire career.

I’ve been a part of the music industry, I’ve been a part of the TV industry, I’ve been a part of a couple different industries that brought me to brand optics, brand messaging, brand communication. This is not where I started and it’s in where I came from.

The observations that I experienced, the themes, the patterns, all of that has brought me to where I am now. Now, I’ll still use some of those keywords in referencing, but I use my story to highlight my background and my authority.

Showing the Path in Your Story

And I ask you to consider to do the same inside of your story. Even if some of your story doesn’t relate to the exact topic that you’re doing right now, it could show a path of here’s where you learned, here’s what you experienced.

Here’s where you shifted to this and here’s why you’re showcasing authenticity over using the word authentic to prove to someone that may want to work with you or purchase your product or connect with you or partner with you. Much better then these people that are just, I’m the answer.

Embellishing and Red Flags

I’m this, I’m that. I’ve done this, I’ve worked with, I’ve helped tens of thousands of people, really. I remember there was this one record producer and I would see him around and he talked about producing 3,000 albums.

That’s absolutely impossible. You know, it’s these people that they go, oh, this is a high, this is a high frame. Or this is an ego thing. I’m gonna state this, I’m gonna state that and lie or overly embellish, raise red flags?

From Music and TV to Brand Communication

Or do you bring up the elements that are you. You bring up the messaging of where you came from. For me, inside of my communications, I watched a couple crazy industries. I watched the world of music on its downfall with everything that happened with digital downloads, with everything that was happening with the doors opening, where the ghost players were no longer needed to be ghosts, they would admit.

When I started my career and I worked the ghost drumming sphere, we were still hiding, we were signing that we would never talk about these things. And throughout my career, give these bands, I go, oh yeah, no, this drummer came in and played my tracks for me.

So many things shifted. The communication, the way the investment worked, the way, you know, marketing worked. Where MTV fell off, well, it was never really on.

But all these different changes and watching the optics of that translated into tv, translated into the books that I wrote, and then translated into moving outside of entertainment and working on communication and seeing many of the same optics, the same communication techniques that I saw in the world I was first in move to other businesses. So what’s your story?

Where Can You Share Your Story?

Where is your authority before what you were doing or even if your authority stands and what you’ve been doing for a very long time? Where can you share your story over just the hype keywords?

Where can you make comparisons contrasting the more that you can shine through over so many that are just sheep pulling down the latest trend and they’re supposed to make this video and they’re supposed to say this in the script. And here’s how you sell these marketing people with no grounding, no morals, no honor saying, here’s what you say to bait someone in, to make you seem like you’re an expert.

If you’re genuinely an expert and you begin to use these tactics, then you’re falling away from your expertise potentially and being seen as these people that are in their mom’s basement that decided that they were going to be some expert two weeks ago.

Stand By It

Use the authority that is in you, bring out the stories that are in you, connect your growth, your experiences, what you see, what you believe, and lastly, stand by it. Don’t be one of those people.

I’ll just change your mind or change your opinion, depending on the audience you’re in front of. Allow that inside of your audios, your videos, your messaging, your optics and communication that you stand strong, stand true, and stand on a solid foundation so that wherever somebody connects with you, however somebody finds you, they get the sense of who you really are.

So please consider moving away from just the highest level keywords and the highest attacks on trying to be as popular as you can, and focus a little bit more on the authenticity, the honor and the truth of you, which could bring out your authority in a very individualized way to reach that many more people, or specifically to reach the people that want to reach out to you.

Your Story in My Talks

Understanding how your story is better than a story.

Questions and Answers

Why do so many professional bios sound the same?

Many professional bios can sound the same because people often use the same terminology, the same AI style bios and the same popular keywords. The result can be a cacophony of uniformity, where one bio reads like the next.

Is it a good idea to run your resume through AI?

Running a resume through AI may not set you apart, since it may return the highest keywords for a given job, which are probably the same ones the person hiring sees from everyone else. Your own experience and where you came from can be one of the differentiators instead.

How can your personal story show authority?

A personal story can show authority by showing the path behind your work: where you learned, what you experienced, where you shifted and why. Even parts that do not relate to your current topic may showcase authenticity, in Loren Weisman’s view, instead of using the word authentic to prove it.

Why do exaggerated claims in a bio raise red flags?

Exaggerated claims in a bio, such as having helped tens of thousands of people, can raise red flags because they may read as ego or as an overly embellished frame. Bringing up the messaging of where you came from may be a different route than stating numbers that sound impossible.

Can experience from another industry help your brand?

Experience from another industry can help a brand, since the observations, themes and patterns from earlier work may be what brought you to where you are now. A career that moved through music and TV into brand communication can be one example of a story that highlights background and authority.

Your Story Over Keywords: Building Your Brand