How do you build a consistent national brand when more than 630 individual businesses are helping bring it to life?
That’s the challenge facing Lexi Vorias and Tim Vetter at TerryWhite Chemmart, one of Australia’s largest community pharmacy networks.
As Senior PR & Corporate Communications Manager and Content Manager respectively, Lexi and Tim help tell the TerryWhite Chemmart story across everything from national PR and social media to health campaigns and local store content.
And with hundreds of pharmacists, pharmacy owners and store teams contributing their own expertise and personality, there’s a lot to consider.
“We need a clear, consistent national brand, particularly in healthcare where trust and clinical credibility are critical, but we also don’t want every pharmacy or pharmacist to sound exactly the same,” they explain.
Both bring a background in journalism and storytelling to the challenge.
Lexi has spent more than a decade working across newsrooms, media relations, corporate communications and marketing, with a particular focus on finding the people and stories that build trust.
Tim also began his career in journalism before moving into marketing and PR. Today, he works across digital, social and print, bringing the people behind TerryWhite Chemmart to the forefront of the brand’s content.
At Content Summit 2027, they’ll share how they balance national consistency with local relevance.
“We often think about it like a choir,” they say. “There are hundreds of individual voices, each with their own role and personality, and our job in content and communications is to act as the conductor.”
That means providing direction, support and a consistent framework while giving individual pharmacies the freedom to connect with their communities in their own way.
“A national brand doesn’t have to be restrictive. It can actually be empowering,” they say.
“We’d love people working in franchise businesses, large networks or multi-site organisations to leave thinking about the voices that already exist within their own business and how they could better unlock them.”
Whether you’re managing content across hundreds of locations or trying to bring more voices into your brand’s storytelling, there’s plenty to learn from TerryWhite Chemmart’s approach.
Join Lexi and Tim at Content Summit Australia as they share how to build a recognisable brand while giving the people behind it the confidence and freedom to tell their own stories.
Content Summit Australia takes place on 9-10 March 2027 at Brisbane Powerhouse. Early bird tickets are available until 31 December 2026, unless sold out earlier. Book yours now.
Featuring two packed days at the Brisbane Powerhouse, you’ll hear from the people and brands doing content best, through inspiring keynotes, real-talk panels and deep thinky sessions across three dedicated content tracks.
