Sitemap

Pages

Home

ArumaWorkwear GroupFire and Rescue NSWNippon Paint GroupSpecialists in brand strategy and purpose-led transformation Our vision is to become the go-to guides for a more purposeful world.Putting purpose into practice Brand Council is an independent strategic...

About us

About usOur clients say we’re transformational.Brand and purpose-led transformations are most effective when developed from the inside out. This is why we apply a unique, highly engaging and multi-disciplinary approach to understanding core business, culture,...

Our expertise

Our expertiseSupporting your transformation across company culture, EVP, change management strategy and other key areas.Insights and research Internal, customer and consumer insights Stakeholder research and diagnostic Customer & consumer research and diagnostic...

PPiP

Putting Purpose into PracticeDon’t just talk purpose — Put Purpose into Practice (PPiP).   Purpose-led companies evolve faster and outperform competitors.Future focused leaders know the value of being purpose driven – Fortune, Forbes, McKinsey and Harvard...

Our work

Brand strategycase studiesEach of our clients’ needs are unique and we tailor our approach to address the desired outcomes. Global holding company now united behind Purpose and Business Philosophy: Nippon Paint Group View projectPost-merger cultural alignment: Aruma...

Our clients

Our clientsOver the last 15+ years we have worked with a diverse range of clients in Australia and globally. Our projects range from specific objectives such as purpose development, merger transition or re-branding, whilst others involve longer term purpose-led...

Blog

BlogLearn more about how we can help transform your organisationLearn more about how we can help transform your organisation

Get in touch

Get in touchBrand Council is a strategic brand consultancy with a depth of experience in brand strategy, purpose-led transformation, and putting purpose into practice. We are currently working in a remote model with both our local and international clients. If you...

Thank you

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

Privacy policy

Privacy PolicyContact us for a copy of our privacy policy.Learn more about how we can help transform your organisationLearn more about how we can help transform your organisation

Blog

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...

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...

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...

Five Principles for Putting Purpose into Practice

Being purpose-led 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 staff,...

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...

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...

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...

Our works

Nippon Paint Group

Case studyGlobal holding company now united behind Purpose and Business Philosophy: Nippon Paint GroupHow do you ensure continued global expansion and momentum when you’re already one of the very best? Nippon Paint Group (NPG) operates in 29 countries, is number one...

Aruma

Case studyPost-merger cultural alignment: ArumaHouse with No Steps (HWNS) and The Tipping Foundation, two leading disability service providers, merged. There was a need to manage the merger (complicated by the changing NDIS environment) and create cultural alignment...

Fire and Rescue NSW

Case studyIdentity Crisis for First Responder: Fire and Rescue NSWFire and Rescue NSW (FRNSW) was suffering from an identity crisis.  Far from the reality of providing a full range of emergency services including rescue and HAZMAT, Brand Council’s research found that...

Workwear Group

Case studyBringing robust results back into workwear Workwear GroupHard Yakka and King Gee are iconic Australian workwear brands, but with the emergence of new options on the racks and confusion at retail level they were fast becoming one of many: they were no longer...

Dulux Group

Case studyBrand purpose driving shareholder return: DuluxGroupOriginally the Consumer Products Division of Orica Australia, DuluxGroup was divested in 2010 and listed on the Australian Stock Exchange (ASX).  Incorporating well-known commodity brands Dulux Paint,...

Goodman Group

Case studyPowerfully consistent global brand strategy: Goodman GroupWhen Macquarie Bank announced its intention to exit its stake in Macquarie Goodman in 2006, the global industrial property company was faced with the need to re-imagine its brand.  Having acquired...

NGS

Case studyA stronger future for members and a desirable merger partner: NGSNGS was operating in the highly cluttered, competitive and changing Australian superannuation sector. Whilst they were doing a good job, their competitors were outspending them, and growing at...

MCRI

Case studyA powerful brand for an extraordinary organisation: MCRIMCRI specialise in discoveries that transform child health. Located inside The Royal Children’s Hospital, Melbourne, MCRI have a team of 2000+ medical and research staff, who, over the last thirty...

Teachers Health

Case studyPurpose-led transformation with heart Teachers HealthTeachers Health is a health fund that supports the health and wellbeing of those in the education sector. The CEO and board were looking to make a major transformation within the organisation and Brand...

First State Super

Case studyMoving a big brand into the future.Culture change and merger alignment. First State SuperFirst State Super (FSS) was in the overcrowded superannuation market, faced with forced consolidation. A top 3 fund with over 780,000 members, but with a lack of...