How does a well-established health fund evolve into a purpose-led brand with a heart?
- Corporate Purpose & Purpose Led Transformation
- Corporate Brand Strategy
- Brand Idea, Identity & Naming
- Creative: ET Collective
Created by teachers for teachers almost 70 years ago, Teachers Health looks after more than 360,000 teachers, education staff, and their families around Australia. With brand-pull being arguably the key to a funds’ competitive advantage, Teachers Health needed to put a bit more heart back into their organisation.
We’re for teachers
Teachers Health is a health fund that supports the health and wellbeing of those in the education sector. The CEO and board were looking to make a major transformation within the organisation and set the group up for a strong future.
Putting members at the heart
To achieve the desired strategic, positioning, and culture change, we focused on developing a powerful yet relatable brand that would put members at the heart of everything they do.
The project included research and market trends analysis, in-depth consultation with staff community and members, workshops to engage and unite the staff and leadership team, and the development of the strategic plan – purpose, values, positioning, and brand strategy.
Purpose: “Putting members at the heart of everything we do.”
The future looks good
The brand strategy was bought to life through internal and external engagement and communications materials, and a refreshed brand identity and visual language.
Following the successful launch of Teachers Health, Brand Council conducted a similar process to develop the strategy for Nurses and Midwives Health. Our design partner did an exceptional job of bringing both brands to life in a way that feels unique, yet clearly related.
“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."