Leukaemia Foundation

After 50+ years of supporting people with all types of blood cancer The Leukaemia Foundation needed a new and courageous strategy.

Expertise Areas

Brand Research & Diagnostics
Corporate Purpose & Purpose Led Transformation
Corporate Brand Strategy
Brand Architecture
Culture Change & Employee Value Proposition (EVP)
Communications Strategy & Implementation

Clarity of purpose to drive architecture and brand strategy

The Leukaemia Foundation (TLF) ‘Blood Cancer in Australia’ report led to the first Blood Cancer Taskforce, where a common vision is shared among the blood cancer community: ‘zero lives lost to blood cancer by 2035’. It’s a significant goal, one that calls for action and clarity of strategy for TLF.

If TLF were to make a bigger impact for the blood cancer community, they needed to be innovative, progressive, and courageous. Brand Council’s role has been to develop clarity in the brand architecture and develop the TLF purpose and culture change aspects such as values and behaviours.

There are several sub brands, services and fundraising brands owned or supported by TLF, but they lacked a clear structure and connection to the parent.

Clarity of purpose, brand strategy and brand architecture

Deep engagement with staff via stakeholder diagnostics, workshops and co-creation sessions ensured the development of the corporate purpose is authentic and drives the organisational strategy – essentially Putting Purpose into Practice (PPiP). TLF’s recent partnerships and projects such as World’s Greatest Shave, new tech platforms for the blood cancer community, and fundraising innovations, bring the purpose to life.

Deep internal engagement, co-creation and ownership

The new co-created values and behaviours have been developed from within and drive a culture of change and impact.

Brand Council developed an internal book ‘It’s in our blood’, which encompassed what it means to be a part of TLF, why they do what they do, and how they are defined. The book also forms a ‘who we are’ brief for other partner agencies.

TLF now stands out as a pillar of the blood cancer community.
Their newly developed brand architecture and strategy mean they are unified, have clear objectives, and ensures their future as an advocate for all types for blood cancer, for anyone, impacted at any stage. The tool kit helps TLF brief other agencies in development of brands such as The World’s Greatest Shave, software and service development, culture, and operational aspects.

“Brand Council effectively partnered with our stakeholders to ensure a new brand strategy was developed and informed from within. The resulting purpose, values, behaviours and brand strategy bring our vision to life and ensure both internal and external stakeholders have much greater clarity about our essential role in the blood cancer community. The Brand Council process was highly engaging from Board level to front-line teams and those with blood cancer. It has meant our people have a clear sense of ownership over the new strategy and their place within it.

The results so far include greater connection to ‘who we are’ and improved clarity around our strategy for internal teams and stakeholders. We now have a clear and motivating vision which is being embraced by all. Our new engaging brand behaviours and ‘It’s in our Blood’ employee value proposition are being embedded across the organisation and there is already a strong feeling of unity across a geographically dispersed workforce.”

Susie Howard, General Manager Strategic Communications

Related Work

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Goodman Group (Part 2)

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More case studies

“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."

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

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