Standards Australia

How do you unleash the power of a brand that’s been part of Australian life for 100 years but is virtually invisible?

Expertise Areas
  • Brand Research & Diagnostics
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy
  • Brand Idea, Identity & Naming
Project Partners
  • Identity Design: ET Collective

From the moment you wake up until your head hits the pillow, everyone in Australia is impacted by the work of Standards Australia, but understanding and awareness is extremely low. Standards Australia’s work ensures communities can go about their lives without having to worry about safety or quality. Everything from the mattress you sleep on, the kitchen kettle, child car seats, how houses are built, skin care ingredients – you name it, and there’s likely a standard for it – all thanks to Standards Australia.

A brand that’s invisible yet everywhere

Employees, contributors and standards development committee members are experts and deeply passionate about the work they do; but the lack of public recognition coupled with the enormous breadth of expertise can make the brand feel unknown, undefined and unvalued. Looking to acknowledge the 100 years of invaluable contribution made to Australian life, whilst ensuring the increased impact on the future, Standards Australia was seeking a brand strategy to drive greater public recognition, employee engagement and pride, whilst building a more emotional and inspiring brand personality for the future. A strategy that would capture the broader purpose that Standards Australia plays for local and international communities and industries.

Standards Australia Case Study

Setting the standard for the future Standards Australia organisation.

To develop the Standards Australia corporate purpose and strategy, it was essential to gain a deep understanding of how the organisation works, how it’s viewed, and its ambitions for the future. To build the brand strategy from the inside out and the outside in.

Through in-depth qualitative research and diagnostics, it became clear the organisation needed a compelling platform to rightfully claim its leadership position in Australia whilst better reflecting its role on the global stage.

We needed to develop a strategy that shifted the positioning from being perceived as ‘writing standards documents’ to one where Standards Australia is an ‘active driver of Australia’s imagination and innovation’. A growth enabler.

Standards Australia Case Study

From standards publisher to engine of imagination and innovation

A clear brand strategy, corporate purpose, secondary visual language, and compelling EVP were developed to position the organisation as an innovative growth enabler.

The purpose Setting the standards to empower Australia today and into the future builds on the rich history and is actively forward looking – relevant across industries, communities, government and international partners.

The purpose:

  • Speaks to the various dimensions of empowerment –imagination, innovation, research & development, sustainability, safety & quality.
  • Elevates the work that employees, contributors and committee members do – their expertise, experience, dedication, curiosity and humanity.
  • Creates a tool to attract high-calibre and diverse talent to the organisation.
  • Shifts positioning from being perceived as outputting standards documents to one where Standards Australia is the driver of Australia’s imagination and innovation.

“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