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8 WAYS TO INTRODUCE STORY INTO YOUR BRAND

Darlene Hawley

Story telling is the glue to branding your business

8 ways to Introduce Story into your Brand

One of my earliest childhood memories is of camping with my family and sitting around the camp fire telling stories, laughing and letting our imagination run wild.

We connect best through story, and in business it's no different.

Story telling is the glue to your business, it’s the piece that attracts your audience and pulls them into wanting to learn more about you and want to stick around to learn more about how you can help.

When I started my business, I was afraid to be vulnerable and share my true self.

It took me a bit of time to realize that the more open and authentic I was about my journey, the easier it became to build relationships and to meet my ideal clients.

It’s hard to stand out in business when you do the same thing as everyone else, but when you add your story as part of your brand you create a unique advantage that sets you apart.

No two people have the same story so when you open up and share from your heart and your experience your able to connect at a whole new level.

If you’re not already using story telling as part of your brand building here are 8 ways you can start using story to build your brand.

Point A to Point B

This is a story that walks you through where you were to where you are going. This story builds on your journey as a business and gets deep on the struggles, lessons and strengths that we uncover along our journey. These stories celebrate the success of the brand and reinforce how hard work and dedication can move mountains.

1.Where did you come from?

2.What was a low point in your life or business?

3.What was the turning point?

4.What makes you credible to help now?

Why or Purpose Story

What is your deep, driving force behind your brand that’s not just, “I want to make more money.” For some entrepreneurs, it’s freedom. For others, it’s improving the ways humans interact with each another or how we take care of our health. Your why will help you built a brand that is strong and purposeful.

1.Why do you do the work that you do?

2.Why are you passionate about helping people in this area?

3.Why do you work with the people that you do?

4.What drives you to get up and work each day?

5.Was there ever a time in your life that you needed the work that you do?

Human Element Stories

Share from your heart, you are a real person and your audience wants to get to know who you are. It’s important that you’re not always selling but showing your true self and letting your audience get to know who you are. Show off what makes you unique or different.

1.What hobbies do you have outside of your work?

2.What is your family life like?

3.What’s your favorite TV show? Book? Podcast?

4.What are you passionate about?

5.What’s something you’re really bad at?

6.Where have your travels taken you?

What Do You Really Do

It’s important that we drill down to what our super power is at the core and share your message so that others know exactly what we do and how we can help them. As an entrepreneur you will constantly be answering the question, “What do you do?”

1.I help my clients transform….

2.On the surface I do ___________ But what I really do is _____

3.What do you really do?

4.What do you really love about your work?

5.Who do you really work with?

6.Hi, I am (name) and I’m a (insert title). I help (who do you desire to help) to (what immediate struggle does your client need to overcome) by (what is the solution you provide) so they (clients big goal or dream).

Brand Value Stories

Share your brand values. What is it that you stand for, what are your beliefs, your non negotiables when it comes to you and your business. Ready to write your own Brand Value Stories?

1.Identify your top 3-5 brand values

2.Explain why one (or all) of these values is important to you

3.Tell your audience how you live this value out loud

Client/Customer Stories

You probably have some case studies or testimonials already written where past clients talk about how wonderful you and your services are. BUT, don’t underestimate the power of customer stories when you’re explaining your services or the results you get for your clients. Describe the client (any details you can provide deepens the connection with ideal clients)

1.Explain what was wrong. Why did they want/purchase your product or service?

2.How did they FEEL before working together?

3.What did you do for them?

4.What was the result?

5.How did you improve his/her situation? Or life?

6.How did they FEEL after?

Call to Action (CTA) Story

Start connecting your story with a call to action. After your share, it opens you up to introduce next steps. Don’t be afraid to invite your customers in and let them know how they can work with you. What is it that you want your audience to do know that they have learned about you?

1.That was my story, and if it sounds a little like your story too, that’s why I’d love for you to ….

2.I love helping entrepreneurs …

3.So, if you’re interested, I invite you to ….

Stories make your brand stronger and will create stronger relationships with your clients.

You can use story on your website, in social media posts, in your email or even at networking events as you connect with new contacts.

Look at each piece of content you create and make sure you add just a tiny bit of your story to everything you share.

People want to get to know you and like you, so they can stay and do business with you.

Your audience loves story, and now that you have some story ideas to work from. I invite you to spend some time writing out 5-10 stories that you can share to grow your relationship and connect with them on a whole new level.

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✨Ready to Own Your Story and Attract Your Dream Clients?✨

If you’re ready to stop second-guessing your message and start using storytelling as a powerful tool to connect, inspire, and sell—then I’d love to invite you to my It’s Time to Own Your Story: Mini-Course.

In this self-paced course, you’ll learn how to:
✔️ Identify the key moments in your story that captivate your audience.
✔️ Share your story in a way that builds trust and positions you as the go-to expert.
✔️ Use storytelling across your website, social media, and sales conversations to attract and convert more clients.

Plus, you’ll get a step-by-step workbook and personal feedback on your brand story—so you can start sharing with confidence.

Get Instant Access for just $47

10 Effective Communication Tips

Darlene Hawley, Personal Branding & Business Coach for service based entrepreneurs

Hey There!

I'm Darlene

As a mother, wife, connector, and dream builder, I’m Darlene Hawley, the founder of DarleneHawley.com and an Executive Leadership & Businesss Coach dedicated to empowering leaders like you.

My passion lies in helping ambitious professionals cultivate their unique leadership style while crafting an authentic and impactful personal brand. Through my coaching, we’ll work together to build a solid foundation that not only inspires your team but also drives results and growth within your organization.

Since 2007, I have been committed to guiding leaders and entrepreneurs in launching and scaling their businesses with confidence and clarity.

Today, I focus on supporting women in reaching their leadership goals and living their dream lives—all while balancing the joys of raising my family and creating meaningful memories each day.

Together, we’ll transform your challenges into opportunities, allowing you to lead with authenticity and inspire those around you.

Ep 118 - Building Trust and Engagement in the AI Era with Malvika Jethmalani

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Explore how career pivots and technological advancements like AI can reshape business landscapes and personal journeys.

How to Stand Out When Speaking at Networking Events

By Darlene Hawley • September 29, 2025

When you're talking but no one's listening. Have you ever introduced yourself at a networking event… only to feel like people’s eyes glazed over? One of my clients put it perfectly: “Darlene, I share who I am and what I do, but it feels like I’m invisible. People nod politely and then move on.” She had so much value to offer. In fact, she is amazing at what she did. Yet, her introduction was all over the place. Some days she was talking to potential clients, other days to possible collaborators, and sometimes even she wasn’t sure what her main point was. And that’s why it felt like no one was listening. Why This Happens It’s not because you’re not experienced enough. It’s not because you’re not interesting enough. It’s because without clarity about who your audience is in the room and what you really want to say, your voice gets lost in the shuffle of business cards and conversations. Networking rooms are full of people competing for attention. If your message doesn’t connect directly... if it doesn’t make them pause, lean in and say, “Tell me more” ... it disappears before they even leave the event. The Shift When this client and I worked together, the first thing we did was get crystal clear about: Who she most wanted to reach in the room. What those people actually cared about. How her work specifically helped them. Once she had that clarity, her introductions started sounding different... more direct, more alive, more her. And the result? People leaned in. Instead of walking away, they asked questions. They followed up after the event. They booked time with her. Because when you find your voice and know exactly who you’re talking to, you stop being forgettable. You become someone people can’t ignore. This is exactly what we’ll be diving into in Session 1 of my Attract & Stand Out Framework: Getting clear on who your audience is. Knowing what you want to say. Communicating how you help in a way that truly connects... whether you’re introducing yourself in a room or on stage. It’s not just about having the words, it’s about the confidence to say them out loud too... with presence, authority, and ease. If you’ve been walking out of networking events feeling overlooked, let this be a gentle nudge: ~ You don’t need to try harder. ~ You don’t need to stuff more into your intro. ~ You need clarity... on your audience, your message, and your voice. That’s where visibility begins. That’s how you go from overlooked to unforgettable. Think about the last time you introduced yourself at a networking event. Could the right person in the room... your dream client or collaborator... hear you and say: “That’s me. She gets it”? ________________________________________________________ 🌀 Nervous System Regulator: The 4-7-8 Reset Feeling that anxious butterfly sensation before you introduce yourself? Try this right before you speak: Inhale quietly through your nose for a count of 4. Hold your breath for a count of 7. Exhale slowly and fully through your mouth for a count of 8. Repeat this 3–4 times. It only takes a minute, but it tells your nervous system: You’re safe. You’ve got this. When your body is calm, your voice comes through with more presence and power... and people remember you. ✨ Ready to stop feeling overlooked at networking events? Download my free guide, 6 Steps to Attract & Stand Out, and discover how to clarify your message, show up with confidence, and connect with the people who matter most. Grab it here »