How do you find the right fit for an established uniform brand?
- Brand Research & Diagnostics
- Corporate Brand Strategy
- Brand Idea, Identity & Naming
- Communications Strategy & Implementation
- Brand Design: Yonder
It can be easy to get swept up in the world of procurement when you are one of the biggest uniform suppliers in Australia. But NNT knows the importance of the frontline staff when it comes to creating a desirable brand.
Establishing NNT as the leading uniform supplier, starting with the healthcare market
NNT has a long history beginning its life in 1962 as ‘Neat N Trim’ supplying uniform solutions to nurses. While its origin is in healthcare it has grown as part of Workwear Group to service many important industries across Australia.
In order to help NNT build on its leadership status and boost B2B brand awareness, we needed to reconnect the brand with their consumer — the wearer of their uniforms — shifting the focus away from the purchaser — their employer — and be more relevant for todays modern workforce.
Uncovering the needs of the customer (procurement managers) as well as the consumer (frontline staff)
In order to develop a brand and strategy to achieve significant growth, and ownership of specific sectors starting with health, we needed to gain a deep understanding of the current NNT brand perceptions, their corporate value proposition, customer base, and market opportunity from a number of important perspectives.
We conducted in-depth interviews with staff, hospital procurement managers, and importantly with nurses (male and female) on the frontline. This was crucial to really uncover what the ideal NNT brand could become, how it could connect from a personality and product perspective, as well as how it could be an advocate for frontline staff.
Increased desirability of NNT by talking to frontline staff
By understanding ‘a day in the life’ of frontline staff, and the role of NNT in it, we were able to develop an authentic purpose-led brand strategy to build a more meaningful connection and innovation pathway for NNT.
Through developing brand purpose, beliefs, personality, the positioning statement, proof points, and manifesto NNT was reinvigorated internally.
Working with our creative team to develop the NNT brand idea, ‘Fit for the Fronntline’, including a new visual identity, messaging, product branding, and TOV, made the brand stronger and more consistent externally, giving NNT a voice to celebrate staff for who they are and the amazing work they do.
“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."