Crafting a memorable brand
Eight business owners. One intensive workshop. Countless lightbulb moments.
On Thursday, March 6th, the UNE SMART Region Incubator welcomed brand strategist and storyteller Paul Chappell for a hands-on masterclass in Tamworth on how to help regional businesses transform their brands from local to legendary.
Paul led the group through an interactive workshop that challenged attendees to think deeply about their business, brand, and narrative strategy. He introduced a three-part framework that every business needs:
Business Strategy – the game plan for growth
Brand Strategy – the heart of the business
Narrative Strategy – the voice that connects with customers
Our UNE SRI Masterclasses are always practical, but this particular event was especially so with the group working through 24 thought-provoking questions, sparking discussion, refining ideas, and putting pen to paper. For many, it was the first time they had formalised their brand vision in a structured way.
Paul’s generosity extended beyond the workshop. He invited participants to send him their completed Brand Strategy Canvas for personal feedback, reinforcing his commitment to helping regional businesses build strong, authentic brands.
The takeaways? A clearer brand direction, a deeper understanding of storytelling in business, and the foundation for a strategy that survives and thrives.
This event was proudly funded by the NSW Government through the Boosting Business Innovation Program.
