Successful Brand Storytelling

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Event Category

Business & Technology

Event Overview

As children, all of us had a favorite story or fairytale. We never grew tired of hearing it repeated over and over again because we were absolutely, irrevocably in love.

We loved the hero or heroine for their god-like qualities as much as their human flaws. We related to their humble upbringings, their family dynamics, and their dreams of something bigger/better. We worried every time that, in facing obstacle after obstacle, they might not be successful in their quest. We thrilled with anticipation at the words “Once upon a time,” and sighed with contentment at “...happily ever after.”

We’ve never forgotten those stories. That’s the power of Story.Luckily, just because you’re not a child anymore doesn’t mean you have to stop believing in magic. It’s time to make Story work for your brand.

In this 3-hour workshop co-facilitated by Kelley Russell-DuVarney of Vantage Coaching and Jess Hagemann of Cider Spoon Stories, we’ll dive deep into your brand story. How can the ‘plot points’ and ‘characters’ of your profession be leveraged to spur future success? How can you make sure that your brand is as unforgettable as Jack and the Beanstalk … and that your brand finds its Happily Ever After?

All handouts and light refreshments provided.

Workshop objectives:

Attendees will learn to apply the traditional fairytale template to their own branding or service story, using targeted language to evoke emotional resonance in the audience and convert more sales.

Whether you are a budding professional or a successful entrepreneur, (re) connecting to your brand in story format may give you the edge you’ve been looking for to stand out from the crowd and connect authentically with others.

Topics include:

  1. Using fairytales to identify core values

  2. Fairytale tropes and the narrative arc

  3. In-class analysis of a fairytale (handouts provided*) and its branding applications

  4. Group writing workshop and optional group critique

*Attendees will be asked to read handouts in advance of the workshop. Handouts will be emailed upon class registration.

Participant takeaways:

You will learn to:

  • Isolate your core professional values

  • Sell your product/service by appealing to those values

  • Frame your life/business story as your ‘hero’s journey’

  • Implement the fairy tale format in your brand messaging

  • Practice your brand story with others

  • Gain greater confidence in what it is that you do best

About the presenters:

Jess Hagemann is an award-winning author and Austin's premier ghostwriter. Her company Cider Spoon Stories helps seniors, veterans, small business owners, and others write their life stories as books. For this month’s workshop, Jess teams up with Kelley Russell-DuVarney, founder of Vantage Coaching. Kelley has been a speaker/facilitator at St. Edward’s University and U.T. Austin, as well as for the Hispanic Scholarship Consortium and Leadership Austin’s Emerge Program. She is a certified positive psychology coach and Appreciative Inquiry practitioner and partners with professionals, teams, and organizations to leverage their own strengths, values, and talents to more effectively reach their goals! Kelley is the President of the International Coaching Federation chapter in Austin.


What are my transportation/parking options for getting to and from the event?

Sharp Noggin is a neighborhood classroom located in the Mueller development. It is on the ground floor of the Paggi Square shop homes. There is free street parking, or take bus #37.

What can I bring into the event?

Bring a notebook and pen, or a charged tablet/laptop. Water and light snacks provided.

How can I contact the organizer with any questions?

Contact Jess at

What's the refund policy?

All ticket sales are final. If you cannot make class for whatever reason, feel free to transfer your ticket’s value to a friend. Just email Jess at with the name of the person who will be attending in your stead.

Minimum age

All ages welcome

Cancellation Policy

There are currently no upcoming dates scheduled for this Dabble. Log in to an account message the host or add to your bucket list to be automatically notified when new dates are posted.


Jess Hagemann is an award-winning author and accomplished biographer. She owns and operates a ghostwriting business in Austin called Cider Spoon Stories, through which she helps seniors, veterans, small business owners, and others write the books they've always wanted to.

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