Brisbane Boys College

How do you build an education brand with a new school of thought?

Expertise Areas
  • Brand Research & Diagnostics
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy
  • Brand Idea, Identity & Naming

In the world of private education most schools have worthy but convergent positions in the marketplace. Many develop a one-dimensional image — the sporty school, the academic school, or the arty school. But for Brisbane Boys College, they only wanted to be known for one thing — for producing men who have the confidence and capability to change the world.

A new way of thinking

Brisbane Boys College (BBC), an independent school for boys, is one of the most prestigious schools in Australia. However, they wanted to be known for more than a crest on the front of a uniform — they wanted to create a brand that reflected their excellence and innovation in education and the distinctive elements of the school’s vision and mission.

Brisbane Boys College Case Study

Acknowledging the past, embracing the future

By engaging staff, parents, and the school community, we helped BBC to articulate its core identity through exploration of their beliefs, values, spirit, and purpose. A brand strategy was developed to position BBC as a true thought leader brand in boys’ education, the kind of school that embraces its heritage while adapting and leading the future.

Brisbane Boys College Case Study

A new school of thought

The BBC Manifesto was developed from the strategy to clarify who the school is and what it stands for in a way that was easily communicable to current and future staff, parents, and students.

With a progressive strategy and attitude, the school is now focused on instilling a new way of thinking in education – a new approach for the new world that awaits its boys.

“To produce men that have the confidence and capability to change the world”

Brand Idea
“A new school of thought”

Brisbane Boys College Case Study

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

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Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

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Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

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Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

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Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM