Our Approach

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

Purpose-driven 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, Brand Council has 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 impressive and tangible results for high-profile 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, branding, messaging, and ESG.

Anyone engaging with your purpose-led brand should have a strong sense of who you are, and how you are genuinely living your brand purpose. They should feel it in every interaction and experience that they share with you.

A failure to embody your brand purpose can work against you

If a purpose is merely emblazoned on the office walls or advertised to align with the zeitgeist, it can actively work against the organisation. Customers, employees and stakeholders will notice the difference between the talk and the walk – and the last thing any organisation wants is to be seen as inauthentic, opportunistic or even deceptive.

This is exactly why it’s so important to first identify and then strengthen the genuine common purpose that is most likely already threading through the organisation. Here’s one example.

Although Fire and Rescue NSW (FRNSW) was delivering on the front line, the organisation was suffering from an identity crisis. Staff had low engagement, and there were misperceptions about the organisation’s role and purpose amongst the public, communities and stakeholders.

Through a series of purpose-driving workshops, strategies and research, we guided FRNSW to identify and realign to the purpose that underpins everything they do: Protecting the irreplaceable. The next step was implementing this through a comprehensive framework which included communications materials and key messaging, team and stakeholder engagement, and change management support for the Executive Leadership Team.

Ensuring this authentic, common purpose was put into practice helped Fire and Rescue NSW to unite its employees, encourage engagement at every level and deliver cohesive messaging, and impact to communities and the public.

What’s clear is that true purpose-driven brands work to first understand their purpose, and then enact it, in order to create lasting value and growth.

Brand Council’s Proprietary Putting Purpose into Practice (PPiP)® Approach

Putting purpose into practice will look different for every organisation. Our proprietary approach considers all aspects of your business holistically. We first work to bring clarity if the organisation’s purpose is unclear, and then guide the implementation of this purpose through a tailored strategic roadmap. Doing so ensures your organisation lives and breathes its purpose in an authentic and sustained way.

How Brand Council Can Help You Put Your Purpose Into Practice:

Developing a powerful and engaging purpose
Diagnostic studies — internal, external, stakeholder, community
Developing aligned values, employee value proposition (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, alignment, merger and acquisition strategies

Putting Purpose into Practice Examples and Case Studies

Nippon Paint Holdings

DuluxGroup

Aruma

Goodman Group (Part 1)

Goodman Group (Part 2)

Fire and Rescue NSW

First State Super

“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

Meet our clients