Unlocking the Unexpected: How Undervalued Areas of Expertise Can Elevate Your Brand Story

When we talk about "areas of expertise," the first things that come to mind are usually job titles, credentials, or the skills that directly relate to our professions. But what if I told you that some of the most impactful and unique expertise you bring to the table has nothing to do with your official job description?
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Expertise Isn't Always What You Think It Is

Making family, holiday, and romance movies? On the surface, this might seem unrelated to my current work in copywriting, messaging, and brand storytelling. But working in this niche part of the entertainment business taught me how to write on brand.


I learned how to tell genuine stories with authentic characters that resonate with the target audience. I discovered how to collaborate with individuals and teams, each bringing their unique vision but united toward the same goal. It taught me to speak not just to what the audience wants, but to what they feel—anticipating emotional beats and creating connections that linger. I also honed the ability to navigate creative differences, adapt to shifting expectations, and listen deeply—skills that go beyond storytelling and into building trust and relationships.


In fact, by the time I left that job, I knew my top two skills in no particular order were: 1) storytelling and 2) building trusting relationships, because I walked away not only with so many folks who wanted to keep working with me, but also friendships that I carry on to this day.


Similarly, my legal background might not immediately scream "copywriter." Yet, the analytical thinking, precision, and persuasive argumentation I developed in law school are now my superpowers in crafting stories that don’t just inspire but also convert.


Key Area of Impactful Storytelling

Areas of Expertise is one of the 5 pillars of my Impactful Storytelling framework that I use to build a powerful messaging strategy for my clients (plus a treasure trove of stories). And when we look at what stories to include under this pillar, we always list out stories that are directly related to your role and thosefrom areas of expertise not directly related.


Why? Because we often overlook all the skills we build outside our jobs that impacts them.


How to Discover Your Unexpected Expertise

1. Reflect on Your Life Experiences: Think beyond your resume. What experiences have shaped you? Maybe you were a coach, a musician, or even a parent juggling countless responsibilities. All these roles develop unique skills—leadership, creativity, multitasking—that can directly or indirectly serve your current work.
2. Identify Transferable Skills: Break down the tasks you excelled at in those roles. Did your time in retail teach you the art of handling objections? Did playing sports train you to thrive under pressure and work collaboratively?
3. Reframe Your Expertise for Your Audience: Once you've identified these skills, think about how they enhance what you do now. Share stories that show the connection, helping your audience see the bigger picture of who you are and why you’re uniquely suited to solve their problems.

Why This Matters for Your Brand Story

When we acknowledge and incorporate these less obvious areas of expertise, we create stories that stand out. These stories resonate because they’re real, relatable, and demonstrate a depth of character and skill that credentials alone can’t convey.


For entrepreneurs, professionals, and leaders, this is a game-changer. It’s not just about showcasing what you do but showing how you bring a unique blend of experiences to it.


Take Action
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So, here’s my challenge to you: Take 10 minutes today to jot down a few past roles or experiences that may seem unrelated to your profession. Maybe you were a bartender, a teacher, hula dancer, taekwondo blackbelt? What skills did you gain, and how might they be valuable to your work now?


Then, start sharing these insights—on LinkedIn, in your conversations, or even in your elevator pitch. The more you own your unique expertise, the more you’ll attract the opportunities and clients who truly appreciate what you bring to the table.


Because here’s the truth: Expertise isn’t just about what you’ve done in the past–it’s about how you use those experiences to create impact now.


What’s an unexpected area of expertise that you bring to your work? I’d love to hear your stories in the comments.


And if you’re ready to build out a framework and treasure chest of impactful storytelling, register now for round 2 of my Get Your Messaging Straight Challenge kicking-off on January 16, 2024! The Early Bird Special is live until December 31st!


Stay curious,
🎈Justine