Research & Branding Strategy – Department of Commerce, NSW Government
Fiona designed, implemented and project managed a brand strategy program for the NSW Department of Commerce. Fiona facilitated a series of activities to develop a comprehensive brand strategy to support the diverse activities and audiences of this large department.
Initially, Brand Illumination conducted a Brand Audit to better understand and articulate branding and marketing issues from a business unit perspective. The next stage involved several strategy workshops to develop a clear, compelling, authentic Brand Strategy that supported the Department’s goals and inspired staff across diverse operational areas to feel part of, and allegiance to, the Department of Commerce brand.
Brand Illumination also implemented visual identity guidelines and templates to support the rollout of the new Department of Commerce Style Guide for collateral items to reduce cost and waste.
Brand Strategy, Positioning and Valuation Management – RSPCA
RSPCA is one of the best known and most loved brands in Australia. RSPCA engaged Fiona and Brand Illumination Process to work with them to develop a strategy for better leveraging their brand in terms of sponsorship income. Fiona facilitated a number of sessions, to determine how to position the RSPCA offer and how to achieve maximum benefits for both parties. Research, documentation and copywriting skills have also been provided to the RSPCA. Fiona continues to work with RSPCA in the role of strategic brand advisor.
Strategic Brand Management – Woods Bagot (WB)
WB is an international architectural, design and project management consultancy, providing professional services to corporate clients such as Qantas and GMH Holden. WB recognised the need to focus on building brand recognition and reputation in Australia and Asia. Fiona facilitated a series of sessions to draw out the essential elements of the WB brand, created a unique brand management model for them, developed an appropriate positioning and advised on implementing internal and external brand communication and the alignment of brand management practices with HR policies.
Retail Brand Management – Toyota Australia
Fiona has worked with Toyota Australia on several retail branding projects. Toyota, with one of the most recognised taglines in Australia, wants to create an ‘Oh What a Feeling Experience’ for their customers within their dealerships. Fiona provided strategic brand facilitation workshops, tailored tools and programs, innovative ideas, and marketing management in terms of agency briefing and management. The projects focused on leveraging the Toyota brand’s mass media investment and delivering a greater sense of brand continuity throughout the buying and ownership experience. These projects included significant focus on inspiring and educating dealer management and staff in terms of creating and sustaining the delivery of the Toyota brand – thus building brand loyalty, encouraging referrals and increasing repurchase rates.