Workwear Group

How do you bring robust results back to workwear?

Expertise Areas

Corporate Purpose & Purpose Led Transformation
Corporate Brand Strategy
Brand Architecture Management
Brand Idea, Identity & Naming
Communications Strategy & Implementation
Brand Measurement & Purpose Tracking

Iconic Australian workwear brands, Hard Yakka and KingGee of Workwear Group, found themselves struggling for cut-through in an increasingly competitive marketplace. Discovering that they were no longer brands of choice with their target markets they decided it was high time to regain market relevance and share and become top of mind again.

Making the tough call

Workwear Group’s CEO was faced with some tough decisions. Iconic brands don’t live forever without rejuvenation. They needed expert help to reposition and reinvent two of Australia’s key brands. We were engaged to undertake a review of the portfolio and to develop new brand architecture and a strategy for growth. The time for relevance had arrived.

Creating a history of hard

The brand renewal process began with a re-evaluation of the market and consumer, and a review of the individual brands within the Group. This involved in-depth consultation and engagement with key stakeholders (staff, customers, and consumers).

This approach expedited the regeneration of the brand architecture, strategy, and purpose which gave each brand a clear role, which led to the updating of brand positioning, and a new brand idea, followed by a re-launch campaign.

Accelerating sturdy growth

Greater clarity around the Hard Yakka and KingGee brands allowed us to reinforce their unique roles within the Workwear Group’s portfolio.

Hard Yakka and King Gee now have very clear roles and positioning, distributors are more supportive, and clients have never been happier. This has resulted in increased product and service innovation, expanded distribution, and significant sales and profit growth.

Three years on and sales are up 55%. Bunnings have tripled sales, and TWW have grown 80%.

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“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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