Brand Research & Diagnostics

As a leading strategic advisory, Brand Council has a wealth of experience in brand research and diagnostics.

Our brand strategy and research experts can help organisations design an effective approach to brand research, brand diagnostics, stakeholder research, and ongoing stakeholder engagement programs.

Our expertise includes:

  • Engaging with stakeholders to clearly understand the brand and organisation, the brand assets, aspirations, opportunities, and risks.
  • Internal diagnostics with executive teams and staff.
  • Analysing gaps by comparing actual performance with potential and/or desired performance. Identifying key opportunities, actions, and change indicators.
  • Gathering and collating internal, customer, and consumer insights to build accurate brand positioning and purpose-led strategy.
  • Undertaking sensitive stakeholder research including senior public figures, government officials, investors, and boards.
  • Leading customer and consumer research, including qualitative and quantitative studies and diagnostics.
  • Assisting with Mergers and Acquisitions strategies and undertaking M&A brand diagnostic studies (pre, post, and during mergers).
  • Examining and evaluating market trends and dynamics.
  • Leading global diagnostics to aid expansion, acquisition, or alignment.
  • Designing and managing brand trackers.
  • Registered members of The Research Society.

Stakeholder Diagnostics – An Extraordinarily Powerful Strategic Tool

Stakeholder engagement is a powerful tool for businesses looking to define and put purpose into practice. To effectively engage with stakeholders, organisations require a strong stakeholder engagement strategy. This starts with the identification of key stakeholders and comprehensive diagnostic interviews to provide accurate insights into specific stakeholder needs and expectations. Done well, this brand research will reveal important risks and opportunities for the organisation.

Conducting research with the help of an experienced agency enables organisations to channel their time and resources into actioning recommendations and building long term successful stakeholder relationships. Brand Council has extensive expertise conducting stakeholder engagement with a broad range of stakeholders from frontline staff, senior executives and board members, through to government officials.

Data-Driven Strategic Insights

Conducting effective brand research and stakeholder diagnostic research provides real, relevant and actionable insights for organisations. Access to accurate and objective insights allows organisations to make smart, informed decisions that are more likely to minimise risk and generate successful outcomes. When an organisation has data-driven insights available, they can develop and implement brand and business strategy more effectively.

Achieve Impactful, Tangible Results with Brand Research & Diagnostics

Utilising research at the right time will help develop an authentic and actionable brand management strategy. In addition, understanding current brand perceptions as part of the strategic development means that businesses can set key benchmarking metrics to help track progress and are better equipped to close the gap between current and desired brand outcomes. 

“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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