“We achieved consensus and a decision on a new name and identity after years of thinking about the issue and months of debate and indecision. This demonstrates that this is a proven methodology with the capacity to quickly and simply deliver the desired outcome. What more can you ask for?”
Brandswell was engaged to help the Prince of Wales Medical Research Institute successfully rename and create a new brand that would maximise visibility and recall; attract and engage with stakeholders and convey scientific excellence.
An extensive and thorough analysis was undertaken including comprehensive stakeholder consultation and interviews, desktop research and a review of all historic business and brand plans. This process led to the adoption of a new brand strategy. With alignment to the brand strategy, the Board and Research Directors unanimously endorsed and adopted the recommended name Neuroscience Research Australia and tagline, brand architecture and brand identity. Since this initial engagement, Brandswell has subsequently provided strategic advice to create a merger strategy and brand architecture including comprehensive brand guidelines.
Created
• Brand Strategy
• Naming (including URL and social media)
• Tagline
CRAFTED
• Brand Logo and Visual Identity
• Vision and Mission
• Marketing Strategy
• Website
• Brand Launch
• Marketing Implementation
Cared for
• Stakeholder Consultation
• Merger Strategy (Schizophrenia Research Institute with NeuRA)
• Brand Architecture
“The process was excellent from start to finish, the best indication of that being that we finished so well. It ensured all stakeholders ‘owned’ the outcomes. Everyone is extremely proud of our new NeuRA brand.”
“The use of Brandswell’s brand strategy process allowed extensive stakeholder consultation to be distilled. This synthesis provided by the methodology logically and coherently mirrored the organization and its key characteristics. The elegance of this relatively simple and straightforward process was that it allowed clarity and a sense of purpose to be extracted from confusion and individual opinion. The result was that the Board and management accepted the recommended new name, tagline and icon from Brandswell and the organization has now successfully rebranded. The strategy was clearly explained at outset and the project implementation followed the methodology.
We achieved consensus and a decision on a new name and identity after years of thinking about the issue and months of debate and indecision. This demonstrates that this is a proven methodology with the capacity to quickly and simply deliver the desired outcome. What more can you ask for? You only get to do this once, and it has to be right. For this reason, working on the problem ourselves lacked the leadership and insight needed in this critical process. Brandswell provided the structure and methodology that assisted us in making the correct decision.”
Client since 2008
