Tagged: Storytelling
Meet Hayley Dobson
- by Alicia Kurz
Hayley Dobson is a childless cat lady. And if you know any childless cat ladies, you know that they have many interesting hobbies, take on the coveted role of fun aunt, make the best pet-sitters, and they basically live a more elevated lifestyle of someone in their twenties who can do what they want — except they aren’t broke and have a fully developed brain.
The other thing about women with fully developed brains is that they like to use them. If there’s one thing I know for sure about having a relationship with Hayley, you don’t want to get into a debate with her because you will certainly lose. This woman is informed, clever, and confident — as she should be. She can convince anyone of anything, which makes her an incredible and captivating storyteller.
When Hayley joined the Starling team, it was a blessing for us because of her personality and intelligence, and she became a great fit for our clients because she’s a funny, hard-working perfectionist.
Personal Life
Hayley “levels up” everything she is involved in. Her interest in yoga and dance led her to complete her 500-hour RYT certification, which she has been working towards for seven years.
“I'm really interested in movement as a healing modality and a path to more authentic expression.”
If you ask Hayley to do something, she gives it 110% every single time. One of the best examples of this was turning a simple bridesmaid speech into a personalized rap at a friend’s wedding — a performance the crowd will never forget.
She loves attending and running community events, and if you ever meet her at one, you’ll be able to find her because of a loud outfit (think light-up cowboy hats or eccentric costumes to fit any theme) and the gathering of people who naturally are drawn to her.
Whether you credit this to a trait she’s born with or the time, effort and space she’s given to working on herself and the connection between mindfulness and creativity — she’s that girl.
Work Life
Hayley started her marketing career over 10 years ago while she was completing her communications degree at Carleton University. During that time, she worked for the Student Association as Vice President of Student Life. She put her skills to use planning the student social calendar for the year, putting together events like orientation week, huge concerts, and homecoming. This is where she fell in love with experiential marketing and hosting events.
After graduation, Hayley started working in community at Lululemon in Vancouver.
“That's where I learned the power of meaningful experiences and how they support in building community, creating emotional impact, and driving awareness and brand resonance.”
She went on to work in sales and marketing in the cannabis industry, which taught her about working in regulated environments and building an industry from scratch.
Why is Storytelling Important for Businesses?
For many people, the ultimate decision about what product they buy or service they invest in comes down to whether the business or individual offering it aligns with their values. Storytelling allows consumers to learn more about what you believe and why you do what you do. It's the heartbeat of your marketing, and weaving the right story brings magic and life into your brand.
Storytelling helps businesses connect with their audience on a deeper level. When you are choosing a lunch spot, do you choose the sandwich shop you know nothing about, or the one where the owner went to Europe to learn culinary techniques and bring it back to your town because they have a passion for sharing good food? Having a back story just makes your purchase feel more special.
It’s about sharing values, experiences, and emotions. When you tell your brand's story—how you started, the challenges you faced, or even your quirky office culture—you make your business relatable and memorable.
Hayley is always interested in how brands show up outside their brick-and-mortar locations. She enjoys finding the stories within clients’ work and sharing them in an engaging way.
How Can Businesses Create Community Around Their Brand?
There's something special about providing people with the opportunity to have an experience with your brand - to create a memory.
Hayley says the best way to create community around your brand is to offer people meaningful ways to engage with it both within your brick-and-mortar and/or online space and outside of it.
Utilize experiential marketing in a way that works for you, whether that looks like hosting an event, going live on Instagram to answer questions or provide information, or offering surprise and delight moments in your store. Collaborate with other businesses who believe what you believe to help grow your reach. And most importantly, make people feel valued and cared for.
These actions create an emotional impact that drives awareness and brand resonace,
If you’re looking for someone to tell your stories and add personality and colour to your digital marketing strategy, reach out to us here.
