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THE BRANDNET DIFFERENCE – A CHAT AND SOME EXPERT ADVICE ABOUT YOUR ORGANISATION’S BRAND As an independent publisher who is dedicated to bringing you content that is both relevant and interesting with each edition of The Last Post, I know how powerful a compelling story can be. I also know how important it is to keep engaged with you, the readership and audience, in keeping the Anzac Spirit alive. I was given pause to think about these principles recently, after having a chat to Stephen Davie. Stephen is the Managing Director of BrandNet, a brand management and marketing business with a long history of supporting Last Post and the Australian ex-service community at large. I asked Stephen what BrandNet’s starting point of departure is when helping clients think about their brand. His answer was simple and straightforward: “How do you want to be seen?” According to Stephen, it’s a question that every organisation should consider: “It’s a question that is based on the premise that you can influence the way your brand is perceived by your community, clients and customers. By managing your brand effectively, you can make it resonate with specific audiences that are important to your organisation’s growth and success.”

ACTORS DON’T WRITE THEIR OWN SCRIPTS.

The BrandNet approach starts from the principle that good branding and strong brand management requires an outsider’s perspective. Conventional wisdom suggests that because organisations and brands are intimately linked, branding and brand management should be the exclusive preserve of the organisation itself. However, as Stephen explains, by asking the question “how do we want to be seen”, the focus should be on the audience, not the organisation. After all, the goal of managing and positioning your brand is to influence the people who you are asking to trust, use or invest in your brand. He likes using a writing-related metaphor to explain this approach: “Consider the script to a film or play as an example. Even though a script is performed by actors, it is not for their own benefit – the script is the medium through which actors reach their audience. In the case of brand management, your organisation is the actor; your customers and clients are the audience; and your branding strategy is the script.” “In the same way that actors rely on scriptwriters to create relatable characters and career-defining roles, your organisation needs an expert guide to hone your brand perception and its key messaging. This is why an external, expert perspective is key to successful brand management; and why BrandNet is passionate about helping organisations reach their audience with a clear, brand-defining message.” It’s a different way of thinking about this important building block of your organisation, business or not-for-profit, and one which BrandNet has consistently applied with great success in promoting their clients’ brands.

SERVING THOSE WHO SERVE

The people behind BrandNet have honed their professional strengths and skillset in the very demanding but equally rewarding domain of Defence and Public Sector branding. For more than 30 years, BrandNet has worked with Australian government entities, the Australian Defence Force, Police and Emergency Services,

30  THE LAST POST – 2019 ANZAC DAY EDITION

Profile for The Last Post Magazine

The Last Post Magazine Anzac Day 2019  

In 2019 TLP editor Greg T Ross visited Japan under the Japan-Australia Grassroots Exchange Programme. To commemorate the visit and the prog...

The Last Post Magazine Anzac Day 2019  

In 2019 TLP editor Greg T Ross visited Japan under the Japan-Australia Grassroots Exchange Programme. To commemorate the visit and the prog...

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