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Grab the Communication Guide

How to Create Your Brand Story so you can Attract Dream Clients & Stand Out Online

Darlene Hawley

Your brand story is your secret weapon, as no one else has a story exactly like you do, so it’s important to share from your heart and use your life experiences to differentiate yourself to grow your brand and business.

Sharing your story is the easiest way to set yourself apart from the competition and stand out in an overcrowded market. It’s your secret weapon, as no one else has a story exactly like you do, so it’s important to share from your heart and use your life experiences to differentiate yourself to grow your brand and business.


When I started sharing my story online that was when my business changed and I was able to start connecting at a deeper level with my audience and take my business to the next level. I want that for you too. 


5 Steps to Frame Your Story

1. Brainstorm

Write down every single story, experience, memory that you can think of about your life and go back as far as you remember. Set a timer for 10-15 minutes and write down everything that comes to mind.


2. Ask yourself these 4 questions with each story you wrote down in your brainstorm session.

  • what happened 
  • how you were impacted 
  • what changed for you and
  • what lessons you learned


3. Pick three Connecting Stories

Now find 3 connecting pieces/stories that you feel got you to where you’re at today and have made the biggest impact on your life. Circle those.   

examples from my story... Single mom working 60+ hours, losing my mom suddenly and knowing I needed to live my life my way- life is short, starting my business to allow more flexibility in my schedule.


4. Market Research
Your story is not just about you, now you have to look at who your audience is. Find 5 Ideal clients and have a virtual coffee date and ask them these 4 questions.
  • What is their biggest struggle/pain?
  • What do they desire?
  • What is standing in their way?
  • What needs to happen to get them from struggle to desire?


5. Pull it all together. 

Now you can start to build your brand story based on what you learned in steps 1-4. 

Places you can share your story:
  • On your website: about me page, work with me page, sales pages
  • Your weekly email newsletter
  • In your email nurture sequence
  • Podcasts, virtual summits, collaborations- any training you are invited onto
  • Video: Facebook Live, Instagram Live, YouTube
  • Case studies and testimonials
  • Your Blog
  • Social Media Posts


Remember your story is not cookie cutter and it shouldn't sound like everyone else. Your story is uniquely yours as it is based off of all of your life lessons, skills and experiences.

Own your story and share it everywhere.


Free 5 Day Challenge


Want to learn to share your story and build a brand that attracts your ideal clients and has you stand out as an expert?


Ready to leave your 9-5 and start a business but not sure where to start or not getting the traction you need?


Then I have a challenge for YOU.


I’m sharing my top secrets for creating a strong brand foundation in my new FREE 5- Day Brand Challenge.



✔️Learn why you are unique and how to stand out in your industry.


 ✔️Get clear on who your ideal customers are and how to attract them.


✔️See how the power of storytelling can be used to grow your brand.


✔️Gain the confidence you need to thrive in business.


Join me for 5 days of brand building and fun.


Sign up to get instant access to the free challenge course: 

Yes! I want the FREE Course

✨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.

By Darlene Hawley October 27, 2025
Carolyn Bennett-Sullivan, a seasoned keynote speaker, TEDx presenter, and change strategist, shares her incredible journey from a challenging career in pharma sales to becoming a transformational catalyst. She discusses overcoming fear-based thinking, navigating major business disruptions, and building trust in organizations. Whether you're a heart-centered entrepreneur or an executive leader, this conversation is packed with valuable insights on how to lead confidently, handle major transitions, and create a business that thrives. Curious to learn more? Visit darlenehawley.com/workwithme. 00:41 Meet Carolyn Bennett Sullivan 01:48 Carolyn's Journey and Overcoming Fear 04:15 Navigating Workplace Disruptions 07:21 Tools for Leaders and Employees 15:03 The Importance of Communication and Engagement 21:19 The Importance of Team Buy-In 22:49 Building Relationships in Sales 27:21 Future Plans and Goals 29:26 Rapid Fire Questions 35:09 Conclusion and Contact Information Carolyn is an inspiring keynote speaker, transformational catalyst, and change strategist. As a TEDx speaker, author, and consultant, she leverages her corporate sales and small business expertise to help organizations create strategies for navigating business disruptions through mindset mastery. Her deep understanding of psychology, neuroscience, and business uncovers barriers to change and guides individuals to overcome obstacles, build resilience and unlock their highest capabilities. You can engage with Carolyn at: https://linkedin.com/in/carolynbennettsullivan https:instagram.com/cbsullivan https://facebook.com/carolynbennettsullivan ------ Hi I’m Darlene Hawley and I help ambitious entrepreneurs and executive women find their voice, craft powerful messaging, and regulate their nervous system so they can speak up with confidence in high-stakes conversations, client meetings, and on stages ... without second-guessing themselves. Grab my 10 Do's and Don't for Effective Daring Conversations: https://mailchi.mp/297e8105e904/communicationguide Grab my 6 Steps To Attract & Stand Out digital guide, a free roadmap to create a successful business with less hustle and more ease: https://bit.ly/attractandstandoutonline Grab a Chai and let's Connect: https://darlenehawley.com https://linkedin.com/in/darlenehawley
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