Powerfully consistent global brand strategy:
Goodman Group
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We are brand strategy specialists

We develop brand strategy that delivers real business value – emotional, experiential and economic.

For over 15 years, we have helped organisations grow and achieve success by building authentic, humanised and purpose driven brands. Our experience spans a diverse range of assignments across sectors and markets for some of Australia’s and the world’s premier brands; including Dulux Group, Goodman Group, Camp Quality, MCRI and First State Super.

Recent projects include brand strategy work for Workwear Group (KingGee and Hard Yakka), Fire and Rescue NSW, Sydney Water, and Aruma.

Examples of our work
At Brand Council we focus on creating brand alignment throughout the organisation to ensure consistent, strong brand results.
DuluxGroup – Case study
Goodman Group – Case study
Aruma – Case study
Workwear Group – Case study
Fire and Rescue NSW – Case study
Our expertise
Internal, customer & consumer insights
Brand strategy, architecture & positioning
Culture change & EVP
Naming, Design & Creative Development
Communications strategy & implementaion
Find out more


“Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff.”
Mr Andrew Richardson
Aruma CEO
“The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable.”
Commissioner Paul Baxter
Fire and Rescue NSW
“Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves.”
Alison Brink
Goodman Group GM Marketing & Communications