Maria Ross, author of Branding Basics for Small Business shares a more personal side in her new humorous and heartwarming memoir, Rebooting My Brain: How a Freak Aneurysm Reframed My Life (Print edition out May 1, 2012). To celebrate the release of her new book, we chatted with Maria about the relationship between one’s personal life stories and their business community.

• How much do you talk about your personal life to clients/business associates?
When I started my consulting business, I made a clear separation in work and play. I had a personal blog and a separate company website. Coming from Corporate America, I wanted this clear boundary so people would take me seriously. Since I started my business over four years ago, however, I’ve learned to embrace that my business really is just me, and if people don’t like me, they are not going to be fun to work with. They need to see how I think and feel about things. I’ve been working on blending more of my personal passions (acting, writing, wine and even inspiration) into my branding work. Since branding is all about telling a good story, I can easily find ways to apply my personal experiences to advising a client.

Initially, I was hesitant to share with business contacts that I’d had a brain aneurysm a few years ago. I thought clients might think my skills were compromised. But it turned out people cared, they wanted to know more about how I recovered and built my thriving business back up again. They were amazed that I’ve written two books since then and have also not lost my public speaking savvy. In many ways, they see these as signs of my ethic, determination and guts – and these are qualities they want from someone they are going to hire. With the release of Rebooting My Brain, I don’t necessarily bring it up in a meeting right off the bat, but I’m also transparent with my community and clients.

• Do you feel there is a line that shouldn’t be crossed when it comes to sharing?
Of course, you have to use common sense. When I started my business, some people said “You should not mention that you’re an actress on your business page. People may think you are not committed to your branding work.” But it turns out this little tidbit draws people to me and also interests the media when I speak to them. It helps me stand out. Engaging in acting from time to time shows I think creatively and can bring a unique perspective to my business work. It’s even part of my brand: blending creativity with practical business savvy.

But you have to strike the right balance. I’ve tried to hire people to do jobs for me who seem to always have a drama. It’s always something and they feel the need to share everything. I find this especially true of women. I think that certain women business owners feel if they are working with other women, they have license to just emotionally vomit on the situation. And while I am not made of stone and completely empathize, you know what? I’m paying you to get work done and to help my business. Don’t bring all your emotional baggage to work with you – the client has other things to worry about. It can make you look unprofessional. If you are in a place where you can’t deliver, then don’t take on the work. Be honest.

I don’t automatically bring up my brain aneurysm but I also don’t hide it. If someone asks, I will say, “I lightened my load due to some serious health issues back in 2008.” If I have a good rapport with them or feel they are open to it, I will explain briefly what happened but will not make that the focus of the conversation. But if asked, I’m open and up front – and I do tell them about my new book, which always generates interest!

• Does it depend on the nature of the business or the story being shared?
I think so, yes. You don’t want to dump too much on someone who considers you a business associate, unless that is the nature of your relationship. I’m open and myself with clients, but when it’s time to work, it’s time to work. They need to be my primary focus, not my story or my problems. There have been times I’ve struggled silently with some client work I’m doing on my own due to my cognitive issues from the brain injury. But I find a way to get it done and get it done beautifully. I turn to partners, I ask for objectivity, I find solutions. Clients don’t need to hear excuses or my sob story – I have never used my past brain injury as an excuse to not deliver.

• Do you feel sharing about your personal life can actually be helpful for business?
For the most part, yes. The name of the brand game today is approachability, humanity, connection. People don’t want to hire automatons. Feel free to bring your natural voice, insights and experiences into the mix, especially with social media – but try to find ways to tie some of that into value for your audience.  I often cite cool movies, great restaurants or playful ads that I adore personally with my community to showcase certain lessons. Make sure you’re encouraging your customers or clients to share who they are as well. Be interested. No one wants to hear you talk about yourself all day!

We all need to share something of ourselves in order to connect with our customers and clients as people and build rapport. That said, I think it also depends on your business and your target audience. I hate to sound stereotypical, but if you are targeting alpha-male executives in big corporations, let’s say, they don’t want drama. They want results. Doesn’t mean you can’t be yourself and talk about your family or what you did on vacation, but be aware if you are rambling too much about personal issues.

• With the release of Rebooting My Brain, has this/do you think this will affect your business relationships at Red Slice?
I actually think it’s made them stronger. Those in my community get to see a side of me they may not have seen, plus they connect with me more. Anyone can be a branding consultant, but how many people have survived (and thrived) after a brain aneurysm?! Plus, it’s helped me branch out what I speak about – not just branding and marketing but inspiration, facing adversity and priorities. These are all business topics as well as life topics, and the book opens the door to more of those discussions with my clients and audience.

• I see that you’re promoting Rebooting My Brain on Red Slice through your blog, Facebook and Twitter. Were you hesitant to let your personal story become a part of your Red Slice/business world?
I’ve been evolving Red Slice to talk about more than just branding and marketing anyway – to focus more on irresistible storytelling in our businesses and lives – so this is actually a perfect bridge for my brand evolution. But my core bread and butter, at least right now, focuses on businesses and business people.

As I mentioned, I don’t lead with this story. But since my business is really just me, how can I not bring this experience into my work? The whole ordeal forced me to reframe how I approach both my life AND my work, and people who want to work with me should know that about me. I try to make sure it’s a balanced part of my business work by always finding ways to add value to others with the story: how can my experiences shape YOUR business, YOUR life, YOUR brand and mission? As long as the stories I share continue to add value and make people think, I can continue to blend the two worlds into one perspective and umbrella brand: Maria Ross, Storyteller.

Maria Ross is a brand strategist and the creator of Red Slice, which offers small to mid-sized businesses advice, stories and strategies to boost your business, your brand and your brain.  Purchase Rebooting My Brain: How a Freak Aneurysm Reframed My Life in May and get a ton of bonus goodies, including a CRAVE discount! Click HERE For more info on the Launch Swag Bag.

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