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Winners of ten Transform Awards 2022Nippon Paint GroupCancer Council NSWFire and Rescue NSWGo-to guides for a more purposeful world.Strategy and branding is our approach. Research, aspiration, and storytelling are our tools. Engagement and results are our focus. But...

About

About Us Helping organisations bring their purpose to life.Our clients say we’re transformational.We are Australia’s most experienced team when it comes to purpose-led transformation and putting purpose into practice (PPiP). Our proven approach and tangible results...

Expertise

Expertise Achieving significant measurable positive impact.Measuring success by client results.We guide organisations through strategies for the development and implementation of brand and purpose-led transformation. These strategies are designed to achieve measurable...

Communications Strategy & Implementation

Expertise Communications Strategy & ImplementationThe ability to effectively communicate your strategy with the right people, in the right way and at the right time is an invaluable asset to any business. In order to elicit maximum engagement and impact,...

Corporate Brand Strategy

Expertise Corporate Brand StrategyA corporate brand strategy is the long-term plan integral to the development of a successful brand. A corporate brand strategy helps businesses build their identity, which in turn drives preference, awareness, and brand equity. By...

Brand Measurement & Purpose Tracking

Expertise Brand Measurement & Purpose TrackingThe metrics that measure and track brand performance and purpose are key to sustaining and improving brand value in the marketplace. Brand measurement and tracking allows you to precisely determine the strength of your...

Mergers & Acquisitions (M&A) Strategy & Advice

Expertise Corporate Mergers and Acquisitions (M&A) Strategy & AdviceBrand plays an integral role in the corporate mergers and acquisitions  process, being a focal point for closing culture gaps, aligning leadership, and setting the integration and growth...

Brand Idea, Identity 
& Naming

Expertise Brand Idea, Identity, & NamingA brand is a unique, intangible and inextricable part of an organisation's identity, business, and culture. It is an organisation's most valuable asset as a strong corporate brand identity design is what procures customer...

Corporate Purpose & Purpose Led Transformation

Expertise Corporate Purpose & B2B Purpose Led TransformationCorporate purpose is what the organisation stands for, the benefit the organisation brings on a daily basis.  Both corporate and brand purpose can be the driving force of the organisation and provide...

Putting Purpose into Practice (PPiP)®

Expertise Putting Purpose into Practice (PPiP)®Putting Purpose into Practice (PPiP)® is about using your brand purpose to drive change and align what you do across every facet of the organisation. It is about committing to removing or changing what isn’t aligned,...

Brand Architecture Management

Expertise Brand Architecture ManagementCorporate brand architecture has a pivotal role in guiding the interrelationship between brands in an organisation, or businesses within a holding company. A well-implemented brand architecture strategy improves brand clarity,...

Culture Change & Employee Value Proposition (EVP)

Expertise Culture Change & Employee Value Proposition (EVP)Although an organisation’s culture ultimately shapes a brand, its Employee Value Proposition is what truly differentiates it from the competition. A strong Employee Value Proposition is an imperative in...

Brand Research & Diagnostics

Expertise Brand Research & DiagnosticsAs 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...

Work

Work Driving transformational outcomes for our clients. We are very proud to have worked with many premier Australian and global brands, several on multiple occasions as they have grown, expanded, and in some cases literally taken on the world.“Brand...

Putting Purpose into Practice

Our Approach Don’t just talk purpose — Put Purpose into Practice (PPiP)®Purpose-driven companies evolve faster and outperform competitorsFuture focused leaders know the value of being purpose-driven – Fortune, Forbes, McKinsey, and Harvard Business Review have all...

Clients

Clients Our clients are transformational.Over the last 16 years we have worked with a diverse range of clients in Australia and across the globe. Our projects range from specific objectives such as purpose development, merger transition, or re-branding, whilst others...

Insights

Insights Our latest news & views.

Contact

Contact Get in touch today, we’d love to hear from you.Brand Council is a strategic brand consultancy with a depth of experience in brand strategy, purpose-led transformation, and putting purpose into practice.We’re currently working in a remote model with both our...

Privacy policy

Privacy Policyand Terms of Use Updated on 08 April 2022Brand Council (referred to in this Privacy Policy as “we”, “our” or “us”) is committed to protecting and respecting your privacy, and takes its obligations under the Australian privacy legislation very seriously....

Thank you

Thank YouThanks for your enquiry. One of our team will be in touch with you shortly.

Our work

Nippon Paint Holdings

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Brand Architecture Management Mergers & Acquisitions (M&A) Strategy & Advice Putting Purpose into Practice (PPiP)® When you think of organisations that are...

DuluxGroup

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Brand Architecture Management Culture Change & Employee Value Proposition (EVP) Putting Purpose into Practice (PPiP)® Communications Strategy & Implementation Brand...

Aruma

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Mergers & Acquisitions (M&A) Strategy & Advice Culture Change & Employee Value Proposition (EVP) Putting Purpose into Practice...

Murdoch Children’s Research Institute (MCRI)

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Murdoch Children's Research Institute (MCRI) is the largest child health research institute in Australia, and top three in the world. They...

Standards Australia

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Idea, Identity & Naming Project Partners Identity Design: ET Collective From the moment you wake up until your head hits the pillow,...

Leukaemia Foundation

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Architecture Culture Change & Employee Value Proposition (EVP) Communications Strategy & Implementation Clarity of purpose to...

Cancer Council NSW

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Culture Change & Employee Value Proposition (EVP) Communications Strategy & Implementation Project Partners Luke Hawkins & Ben Smith...

Goodman Group (Part 1)

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Mergers & Acquisitions (M&A) Strategy & Advice Culture Change & Employee Value Proposition (EVP) Putting Purpose into Practice...

Goodman Group (Part 2)

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Mergers & Acquisitions (M&A) Strategy & Advice Culture Change & Employee Value Proposition (EVP) Putting Purpose into Practice...

Workwear Group

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...

Fire and Rescue NSW

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Culture Change & Employee Value Proposition (EVP) Putting Purpose into Practice (PPiP)® Brand Idea, Identity & Naming Communications Strategy & Implementation...

Teachers Health

Expertise Areas Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Idea, Identity & Naming Project Partners Creative: ET Collective Created by teachers for teachers almost 70 years ago, Teachers Health looks after more than 360,000...

National Justice Project

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Culture Change & Employee Value Proposition (EVP) Communications Strategy & Implementation Project Partners Et Collective HumanKind...

Kwik Kopy

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Idea, Identity & Naming Communications Strategy & Implementation Project Partners Brand Idea: Franky Creative Studio Transforming an...

NNT Uniforms

Expertise Areas Brand Research & Diagnostics Corporate Brand Strategy Brand Idea, Identity & Naming Communications Strategy & Implementation Project Partners Brand Design: Yonder It can be easy to get swept up in the world of procurement when you are one...

Landmark Orthopaedics

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Architecture Management Culture Change & Employee Value Proposition (EVP) Brand Idea, Identity & Naming Communications Strategy...

NGS Super

Expertise Areas Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Idea, Identity & Naming Communications Strategy & Implementation NGS Super is one of Australia's largest superannuation funds dedicated to education and...

First State Super

First State Super How do you move a big brand into the future? Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Mergers & Acquisitions (M&A) Strategy & Advice Culture Change & Employee Value Proposition...

Johnson & Johnson Medical

Expertise Areas Brand Research & Diagnostics Brand Architecture Management Mergers & Acquisitions (M&A) Strategy & Advice Culture Change & Employee Value Proposition (EVP) Johnson & Johnson Medical (JJM) provides medical products and technology for...

Camp Quality

Expertise Areas Corporate Brand Strategy Brand Idea, Identity & Naming Camp Quality’s proven services and programs are created specifically to support children who are dealing with their cancer diagnosis, giving them the chance to be kids again. However, things...

Brisbane Boys College

Expertise Areas Brand Research & Diagnostics Corporate Purpose & Purpose Led Transformation Corporate Brand Strategy Brand Idea, Identity & Naming In the world of private education most schools have worthy but convergent positions in the marketplace. Many...

Love Australian Prawns®

Love Australian Prawns® How do you bring a divergent industry together to drive Australian Prawn sales? Expertise Areas Corporate Brand Strategy Brand Idea, Identity & Naming Communications Strategy & Implementation The Australian Prawn industry is worth close...

Red Rooster

Expertise Areas Brand Research & Diagnostics Corporate Brand Strategy Culture Change & Employee Value Proposition (EVP) Communications Strategy & Implementation Consumers are constantly reevaluating their views on what constitutes ‘good health’. It’s not just...

Blog

Can you have Purpose and Profit? Yes. And you should.

Some would have you believe that you cannot have your cake and eat it too. This is not the case with profit and purpose. Corporate purpose and profit tend to go hand in hand.A truly purpose-led organisation is more likely to grow into new markets, engage with...

What Does a Purpose-Led Organisation Look Like?

Embracing a corporate purpose and committing to being a purpose-led brand is about using your brand purpose to align what you do across every facet of the organisation. It is about committing to removing or changing what isn’t aligned, continuing to deliver what is...

Why purpose must be owned by the C-suite and Board

Purpose drives culture and provides a clear framework for decision-making: something that is more important for C-suite and Boards than ever before.No longer can an organisation rely on growing profits and revenue as its sole key performance indicator (KPI) for...

EVP1/2: Great Resignation? Try great retention.

Let’s start with a few unsettling facts that today’s business leaders are dealing with – and then look at a solution.In January, a NAB survey revealed around four in 10 Australian businesses are suffering “very significant” impacts from labour shortages, and there is...

EVP2/2: Five steps to create a compelling and effective EVP

In the first instalment of our EVP insights series, we outlined why it’s so important to have an EVP, particularly in the current market. Part two offers key insights into how to create a compelling and authentic EVP to drive business success.When you understand how...

The power of genuine stakeholder engagement

When it comes to building strong stakeholder relationships, it’s critical to understand your stakeholders’ genuine needs, not just their current perceptions of your organisation.All too often, businesses invest in a simple survey to find out what stakeholders think of...

Five Principles for Putting Purpose into Practice For Your Brand

Being a purpose-driven brand and practising what you preach all comes down to keeping purpose simple and authentic.It involves making sure that purpose is implemented from the top down, that it is celebrated and rewarded, measured effectively, and is shared with...

Purpose is a waste of money if you don’t put it into practice

Corporate purpose works: it has been proven to drive growth, innovation, engagement and results.However, purpose is too commonly rushed, or cooked up by an agency to slap on the boardroom wall, use in a few speeches and dress up the annual report. Purpose is not a...

Is lockdown helping dismantle certain power structures?

Despite all the negativity associated with lockdown, it seems there may be some silver linings for those in business.One might just be that COVID is dismantling certain power structures that exist within organisations, empowering employees from all corners of a...

Can clever brand strategy help nudge us out of a pandemic?

What role could brand strategy specialists play as we all emerge from the COVID-19 pandemic?Across the nation, Australians are bracing themselves for a return to normality in the post-pandemic world. But for some there is still a major roadblock that could prevent...

Getting purpose right will supercharge your merger

Purpose driven business models can make all the difference for companies leading up to a merger or acquisition.Australia is on track for its biggest year in M&A yet – more than $82.8 billion worth of deals have been announced so far this year, well above the...

How to keep purpose alive working remotely

The rise of remote work is bringing with it fresh challenges, even for purpose driven companies with a clear vision.As a business leader, do you know how to keep your company’s purpose alive when you may not be able to walk the office floor or easily meet face-to-face...

Purpose-Led Transformations: How Success Starts from the Top

In 2023, leading with purpose is no longer a choice, but a necessity.  Genuine purpose-driven transformation should stimulate the very core of a brand’s ethos; guiding strategic decisions and responsibilities, nurturing employee engagement, and resonating deeply with...

Navigating Purpose-led Strategy: C-Level Executive Guide

Ask any business leader or C-level executive, and they’ll agree that successfully navigating, implementing, and building a purpose-led business is one of the most necessary yet challenging endeavours faced. The events of recent years have catalysed the focus on how...

Aligning Purpose in Mergers & Acquisitions

  Understanding the important role of aligning purpose and vision in mergers and acquisitions to guide future success. The role of shared purpose and brand values in mergers and acquisitions (M&A) often takes a back seat to the financial and operational...