Brand Council has been recognized as a WBA Winner for Brand Management in the World Business Awards 2022. The World Business Award for Brand Management [BMA] recognizes organizations that have successfully implemented initiatives that demonstrate excellence in brand management.

Aruma

Two leading Australian disability service providers with a long history of disability care – House with No Steps and The Tipping Foundation – were about to merge, along with the addition of more than 80 government homes.

The merger was considered particularly complex, with offices, homes and care facilities located across metro and regional Australia, an evolving National Disability Insurance Scheme (NDIS) that was changing the face of disability care, and more than 5,000 staff hailing from radically different government and not-for-profit sectors.

Add to this the complexity of a customer base of clients with disabilities requiring tailored care and communication, and staff that were transitioning from government to non-government roles.

Brand Council provided a recommended approach to a) internal stakeholder consultation and b) brand strategy development. The approach would uncover existing internal stakeholder perceptions and ensure deep engagement and ownership of the process, new brand, and expected staff behaviours. This ensured successful brand development and the merger of all parties.

FRNSW

Fire and Rescue NSW (FRNSW) is one of the world’s largest urban fire and rescue services and is the busiest in Australia. From a brand perspective, however, it faced myriad issues around perception, purpose, understanding and engagement across both external and internal audiences.

Externally, there was a marked misunderstanding among the public, communities and stakeholders about the role and purpose of the FRNSW, while internally, staff had little engagement and no demonstrated sense of purpose.

At the same time, the funding model for the agency was under review. FRNSW was concerned that changes to the funding model would raise ill-informed questions about what services FRNSW provided within the community, and that staff may not understand the full story of proposed changes.

Additionally, externally and even internally, the organisation was being incorrectly referred to as the fire brigade – a major issue given the extensive range of work the organisation undertakes throughout the community and businesses every day. In essence, much of what people associated with the brand didn’t reflect the actual role and position of the FRNSW and its work.

To change this, Brand Council conducted extensive research and uncovered existing community, staff and stakeholder perceptions to understand what should be done in order to create better alignment of staff internally and greater understanding of who FRNSW is and what it does.

Brand Council was able to engage a diverse workforce and bring them together under a common purpose in a real and tangible way, educating and positioning the organisation among external audiences and creating a new brand identity to move FRNSW into the future.

For information about Brand Council, visit brandcouncil.com