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Our Approach

Don’t just talk purpose — Put Purpose into Practice (PPiP)®.

Putting Purpose into Practice (PPiP)® Logo

Purpose-led companies evolve faster and outperform competitors.

Future focused leaders know the value of being purpose driven – Fortune, Forbes, McKinsey, and Harvard Business Review have all validated this approach. But purpose only achieves significant results if you put it into practice.

For the last 16 years we have been guiding leaders and their teams in the development of their purpose strategy using our proprietary approach — Putting Purpose into Practice (PPiP)® — to achieve transformation. We have seen some impressive and tangible results for clients such as DuluxGroup, Goodman Group, Nippon Paint Holdings, Workwear Group, Fire and Rescue NSW, and Aruma.

Purpose only achieves significant results if your brand is truly living and breathing its purpose.

Putting Purpose into Practice (PPiP)® is about using your brand purpose to align what you do across every facet of your organisation – from how you behave to your products and services, business practices, processes and systems, staff and structure, culture and ESG. 

Anyone engaging with your organisation, should have a strong sense of who you are, and how you are genuinely living your purpose. They should feel it in every interaction and experience.


Our proprietary Putting Purpose into Practice (PPiP)® tool

Putting Purpose into Practice

We can help you with purpose through:

  • Developing a powerful and engaging purpose
  • Diagnostic studies — internal, external, stakeholder, community
  • Developing aligned values, EVP, behaviours, and culture strategy
  • Preparing a clear plan to achieve the purpose driven behaviour
  • Constructing ESG and purpose goal setting, measurement, and reporting for C-suite and Board
  • Developing the Putting Purpose into Practice (PPiP)® strategy, inculcation plan, roadmap, and measurement system
  • Provision of frameworks for official reporting on culture, purpose, and brand strategy
  • Long term transformation, merger, or alignment management

“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