How do you reinvent orthopaedic care to improve patient outcomes?
- Brand Research & Diagnostics
- Corporate Purpose & Purpose Led Transformation
- Corporate Brand Strategy
- Brand Architecture Management
- Culture Change & Employee Value Proposition (EVP)
- Brand Idea, Identity & Naming
- Communications Strategy & Implementation
- Identity Design: ET Collective
Finding and creating optimum outcomes
The newly formed Landmark Orthopaedics brings together four existing businesses under one purpose-built location; The Knee Institute, Sydney Orthopaedic Research Institute (SORI), Jointli, and Personalised Surgery. The challenge was to bring them together in a way that made them feel like part of one team, under one roof.
With a focus on achieving optimal results, aligned with best practice, Brand Council was tasked to develop a unified, clear, aspirational, and actionable brand strategy for the new ‘Landmark’ facility in order to create understanding and demand for the new state-of-the art, outcome and innovation-focused group and facility.
Putting together the bones for success
To develop a compelling and unified brand purpose and strategy, it was essential to gain an understanding of what tied the team together; everything from experience and skillsets, to beliefs and values, to ambition and aspirations.
Through in-depth qualitative research and diagnostics, it was clear that the group of surgeons, directors, engineers, physiotherapists, and specialists all shared natural drive to ‘do more’ and create better outcomes for patients.
We needed to develop a strategy that reflected a Landmark experience that is active, exciting, and cutting-edge, all underpinned by rigor and results. A brand and culture that not only breeds collaboration and success, but the birthplace of ideas; a place where those ideas are stress-tested, challenged, and shaped to create the best possible outcomes for their patients.
Meet the A-Team
A clear brand architecture strategy (allowing each specialist practice to retain individuality, and come together as an expert team), group purpose, key messaging, compelling EVP, brand strategy were developed to position Landmark Orthopaedics as the go-to destination to access Australia’s top orthopaedic specialists working collaboratively under one roof and for one reason – the best results for patients.
The purpose, The landmark destination for orthopaedic excellence, builds on not only the hub’s location and name, but also in being the pinnacle in knee and orthopaedic care and progression.
The new visual identity brings the strategy and collective ambition to life and allows for creative alignment and flexibility for the partner brands.
“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."