Brisbane Boys College
How do you build an education brand with a new school of thought?
- 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.
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.
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”
“A new school of thought”
“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
"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."
Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director
"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."
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
"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."
Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI
"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."