Better Story, Better Brand: An Introduction to Storytelling

Narrative is the most human way to communicate. It is the foundation of every great brand, an engine of consistency and growth. How can we use it in our businesses and organisations, our art, our community? Join us for a 90-minute introduction to brand storytelling. What is storytelling, how can you begin to use it, and how can you wrap your brand story in the Gold Coast story? We will cover: • The principles of narrative • Case studies • Your first draft • The Gold Coast brand story • How Brand Gold Coast can help you We promise it will be fun and inspiring, and that you will meet other fascinating Gold Coasters. Meet your facilitator Todd Babiak is the CEO of Brand Gold Coast, a writer, entrepreneur and city-building strategist working at the intersection of storytelling and economic development. As a leading voice in place branding, he helps cities define who they are, align their stakeholders and translate narrative into real-world impact. Todd’s work focuses on building "story engines” that enable communities, businesses and institutions to tell consistent, compelling stories that drive growth, attract talent and strengthen identity. Your host Brand Gold Coast We exist to help the Gold Coasters tell their story, honestly and confidently. We are not here to invent something new. The story is already here, shaped by people who chose this place and continue to build something from it. From the meeting of rainforest and ocean to the everyday decisions of locals having a go, starting again, or pushing for something better, this has always been a place of movement and possibility.
We bring that story together and help it travel. We work alongside businesses, creators, educators and communities to connect what they are doing to something bigger, so the city feels more aligned and more recognisable wherever it shows up.
For us, this is about culture, not campaigns. A place brand is not a logo or a tagline. It is how a place behaves. It is the choices people make, the way ideas are welcomed, and the confidence to aim high without losing what makes this place real. Our role is to support that. We connect people, guide decisions and build consistency over time. Not by controlling the story, but by helping more people see themselves in it and use it in what they do. Because when a place understands its story and stands behind it, things start to shift. People feel it, and that feeling is what drives everything else. The Workshop Where: Upper Coomera Centre – Multipurpose Hall 2 When: Mon, 30 Nov, 8am - 10am AEST What to bring: Notebook, iPad, Laptop (or your prefer note-taking method) Photography & Video Notice By attending this event, you acknowledge that photography and video may be captured during the session. Brand Gold Coast may use these images and recordings for communications, promotional and storytelling purposes, including on social media, websites, newsletters, presentations and future event materials. We’ll always aim to represent attendees respectfully and in the spirit of the event. If you do not wish to be photographed or filmed, please let a Brand Gold Coast team member know when you arrive, and we’ll do our best to accommodate your request. Want to hear more from us? w GoldCoaster.com.au e [email protected]