brand-one.com.au

CAPABILITY STATEMENT

MARKETING CONSULTANCY_

BRAND SPECIALISTS_

FULL SERVICE AGENCY_

OUR DIFFERENCE IS IN OUR CAPABILITY TO STRENGTHEN MARKET PERCEPTIONS AND ENGAGE STAKEHOLDERS;

WHILST BUILDING THE INTERNAL CAPABILITIES TO MEET THE BRAND POSITION AND ORGANISATIONAL OBJECTIVES.

01 _ ABOUT BRAND ONE

02 _ OUR VALUES

03 _ THE WAY WE WORK

04 _ AN INTEGRATED APPROACH

05 _ CORE SERVICES

09 _ INDUSTRY EXPERIENCE

10 _ COMPANIES WE HAVE WORKED WITH

12 _ CASE STUDIES

18 _ TESTIMONIALS

20 _ CONTACT DETAILS

CONTENTSPAGE

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ABOUTBRAND ONE

Brand One offers marketing and communication solutions.

Our difference is in our capacity to deliver strategic brands to the community whilst building the supporting culture and internal capabilities to meet the brand promise and business objectives.

Brand One are brand specialists and marketing strategists backed by a full service digital and advertising agency. Every client team is headed by an experienced marketing strategist with in excess of 20 years’ experience.

Leveraging our local and global experience, we can work with you on:

· Brand and marketing strategies

· Brand development including logos and visual identities

· Mergers and change management strategies

· Creative design for all media including digital

· Media and collateral production

· Advertising above and below the line

· Media and public relations

· Website design and development

· Digital strategies

· Community engagement strategies

· Employer branding and recruitment marketing.

Our strategic and hands-one experience is unique in Perth when it comes to merging, divesting and building new brands.

With experience in handling over 150 acquisitions and mergers globally, we offer proven experience backed by well documented processes.

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Brand One’s values are the foundation upon which we operate every day.

VALUES THAT GUIDE US: WE ARE PROFESSIONAL

_ We are professional in every aspect of our business

_ We act with honesty and integrity

_ We treat our world and our people with respect.

WE PARTNER WITH OUR CLIENTS

_ We aspire to work with our clients as long term partners

_ We earn and reciprocate trust

_ We seek to work together with our partners to achieve practical outcomes.

WE THINK

_ We always think strategically, believing in long term solutions

_ We are conservative in our approach, ensuring solid foundations for decisions

_ We think outside the square and dare to be different

_ We are constantly improving.

WE ARE DEDICATED

_ We are hardworking

_ We are committed to delivering value and showing a return on investment

_ We like to exceed expectations.

OURVALUES

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We earn the right to be your partner of choice.

We work with our clients as partners in their businesses to achieve the delivery of outcomes on time and on budget.

For every project, we ensure that we clearly understand the brief and its context within the overall organisational strategy.

Our strength is our ability to work strategically with our clients, providing integrated and accountable marketing services.

_ Business Understanding: We work with key stakeholders to understand the organisation’s direction and requirements

_ Market Insight: We use research, knowledge and our expertise as a base for strategies, initiating market research and interviews as required

_ Planning: We will develop an integrated marketing and communications strategies gaining input from across the organisation utilising stakeholder meetings and workshops as required. We deliver actionable plans with detailed calendars, budgets, timeframes, accountabilities and benchmarks

_ Execution: We will execute the agreed plan, delivering a comprehensive set of initiatives to achieve the organisation’s objectives

_ Accountability: We believe in accountable marketing, measuring against targets and providing recommendations as we work together with our clients ensure the continuous delivery of value.

Our experienced team brings a level of professionalism in every project we undertake. We deploy structured and proven processes to deliver results on time and on budget.

THE WAYWE WORK

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external brandbrand identity

marketing

advertising

public relations

internal brandmission & vision

values

people & culture

systems & processes

business strategy

The internal and external brands must be aligned to deliver the business strategy

MARKETING & COMMUNICATIONS

STRATEGY

BRAND ONE IS UNIQUE IN ITS ABILITY TO DELIVER AN INTEGRATED APPROACH TO CORPORATE MARKETING.

We work holistically optimising the whole of the communications mix.

_ Externally with the market, building market position and leveraging this to deliver organisational objectives

_ Internally with teams, systems and processes, building the internal environment and capabilities to deliver the brand promise.

AN INTEGRATEDAPPROACH

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We offer full agency services underpinned by the capability to strategically manage an integrated communications mix.

We build strategies that take organisations and their brands to the next level and in every project we do, we take a long term perspective to ensure the delivery of the broader business objectives.

As a Marketing Consultancy and Full Service Agency, Brand One offers integrated services including:

Successful marketing is both internal and external, with the internal frameworks supporting the delivery of authentic and sustainable branding.

CORESERVICES

employer branding

market research

marketing strategy

sales & business collateral

branding

events & promotions

digital strategy

recruitment marketing

advertising & media

websites

public relations

MARKETING & COMMUNICATIONS

STRATEGY

corporate communications

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MARKETING AND COMMUNICATIONS STRATEGY

We believe that marketing strategies must be aligned to the organisation’s strategy.

We are committed to creating a strategic, competitive advantage by building pragmatic and focused community engagement strategies.

Our plans have clear and accountable calendars of activities and budgets.

BRANDING, CORPORATE IDENTITY, MERGERS & ACQUISITIONS

We have specific experience in the M&A (mergers and acquisitions) environment having supported over 150 M&A’s globally. We can work with local councils to deliver a corporate identity to strategically position them and their services in the local community.

MARKET RESEARCH & FEASIBILITY STUDIES

Our services cover both quantitative and qualitative research executed across a number of mediums.

We believe in the power of information as the foundation for solid strategies and decisions.

ADVERTISING & MEDIA

With a clear understanding of the organisation’s objectives and target market, we will build strategically focused advertising campaigns using the optimum mix of media to deliver results.

We will leverage our production experience to deliver the best campaigns and buying capabilities to ensure best media pricing.

TM

CORESERVICES

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PUBLIC AND MEDIA RELATIONS

We leverage our experience and relationships across industry, investor and consumer media to deliver key messages to the market.

We help build strategies that focus on maximising community engagement.

DIGITAL STRATEGIES

We build strategic digital plans leveraging the cost effective web and online mediums including SEO (search engine optimisation), SEM (search engine marketing), social media and advertising.

We provide full project management services for developmental works.

PRODUCTION OF MARKETING COLLATERAL

Brand One has extensive publication and production experience in design, copywriting and print management across a diverse range of mediums including annual reports, brochures, signage and sales collateral.

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EMPLOYER & RECRUITMENT MARKETING

Our strategies reflect the holistic belief that effective brand strategies need to be engaged internally for brand integrity.

This has clear advantages in providing clarity and direction to teams and helping build an effective employer brand for both retention and recruitment.

We deploy an effective mix of communications to build culturally aligned workforces engaged in the organisation’s values.

WEBSITE DEVELOPMENT

As marketing strategists, we focus our development on the organisation’s objectives, targeted audience and key messages.

We scope websites with clear navigation, taking the user through a sales journey that leads to a call to action.

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In order to service all local government in Western Australia, Brand One has put together a dedicated WALGA team made up of specialists who have experience in the government sector backed by strong project management skills and tools. Our team’s experience spans to over 30 countries and over 20 industry segments and with some of the world’s best known brands. This team will provide a distinct focus for WALGA and its members; whilst at the same time the sharing of creative and other expertise will ensure retention of business knowledge and priority management.

Our experienced team have worked across a broad range of industry segments including:

_ Government

_ Mining

_ Oil & Gas

_ Property

_ Manufacturing & Industrial

_ FMCG & Retail

_ Financial and Professional Services

_ Media

_ Agriculture

_ Institutional & Not-for-Profit.

INDUSTRYEXPERIENCE

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RESOURCE & ENGINEERING

Action Drill & Blast African Underground Mining Services (AUMS)Anvil MetalsBarminco Bristish GasChevronCNC MachineryConstructatruckCube ConsultingFusionHAVER AustraliaISIS PetroleumKinetic AustraliaMacmahon HoldingsMineral EngineeringNRWPerna EngineeringPolyline IndustriesPYBAR Mining ServicesRed Mountain MiningResources Capital Funds (RCF)Runge SeaforceTechnical Services (METS)The Drill Shop White Rivers Exploration

FMCG / RETAIL

Allied DomecqAmircoloBikeValetBlack DuckBunbury & Busselton AirColes/MyerCraigie TavernCroissant ExpressDaisy Pool Covers & RollersDanish PatisserieDiageoHallmark CardsHans Cafe Huhtamaki Oyi Lion Nathan / Swan BreweryMetCash, Action Ocean Centre HotelSwift & MooreThe Burton Group (UK) The Furniture SpotThink National Turkish BakeriesUnileverWoolworths

COMPANIES WEHAVE WORKED WITH

MANUFACTURING & INDUSTRIAL

BullAnt Security CNC MachineryExpress Powder CoatingHuhtamaki (Finland and Australia)Intermodal GroupRemastoneStevenson LogisticsVolvoWesco

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SERVICES

Archon LegalCapra GroupIBM Australia FleetcareiiNetKnightcorpMatrix PartnersOyxgen CorporateResource Capital FundRTW AuditingShape ExecutiveSonic LearningWatts Legal

AGRICULTURE

Agrimaster - Financial Software Department of Agriculture Harvey Beef

PROPERTY

Affordable Living Homes Allegro Realty BGCBroadway Homes Capital Works Cassari HomesDiploma Group Exclusive ResidenceFreelife HomesGrandwoodIdeal Homes Integrity BuildersJohnson Property GroupLease Equity Property Managers Pitaro HomesPremiere HomesPRMRoe Builders Scope DPMSeacrest HomesStocklandVisionaire GroupZorzi Builders

GOVERNMENT & INSTITUTIONAL

Access HousingChamber of Commerce and Industries WA City of MandurahCurtin UniversityEar Science Institute of AustraliaLandcorpLandgateLung Institute of AustraliaMurdoch UniversityPathWest (Department of Health)Police & NursesShire of MurrayState Library of WA (Better Beginnings)SynergyTechnical College of AustraliaThe Samaritans Crisis Line

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CASE STUDYONE

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STATE GOVERNMENT AND CORPORATE SPONSOR _PROGRAM BRAND AWARENESS AND COMMUNITY ENGAGEMENT

SCOPE

State Government initiative, backed by high profile corporate sponsorship launched a major state-wide program to improve long term literacy rates. Multiple stakeholders in state and local government, sponsors, communities and schools. Target audience is state-wide parents, grandparents and carers.

CRITICAL ISSUES

Success of the program depended on the engagement a diverse group of stakeholders with different agendas and objectives.

There was a need to demonstrate results to maintain budgets and sponsorships.

The overarching issue is poor literacy levels in the state.

OBJECTIVES

To reach 85,000 families per year and extend the program to different product areas. Build clarity and consistency in the brand positioning and key messages. Extend awareness of the program to targeted audiences. Increase participation and engagement.

Build positive perceptions and support for the program, its sponsors and the Government.

PROCESS

A comprehensive strategy development process was undertaken with a cross section of stakeholders to formulate a marketing plan to achieve the program’s objective across the state.

Stakeholder Engagement + Marketing Strategy + Consumer Campaign = Clear Brand Position + Increased Awareness + Program Uptake

A low cost and high return strategy was deployed. The campaign was launched through a major community event, backed by social media and PR. A new website, tools and collateral were built to help promote and educate the community. This was backed by local promotions, targeted PR and advertising.

Successful launch, excellent feedback from stakeholders and sponsors. Program awareness and uptake increased, brand clearly repositioned with clear messages to the community. This all supports the overarching objective of the program which is to improve the level of literacy in the community and increase perception on the value of the program at a community level.

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CASE STUDYTWO

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LOCAL GOVERNMENT _BRANDING & COMMUNITY PROJECT SCOPE

Brand One undertook a full strategic review of a local government brand including the positioning, tagline and brand architecture inclusive of all departments.

CRITICAL ISSUES

The challenge was the City had recently conducted a survey of its rate payers and found that the perception was that it did very little for its youth. This was not the case and the perception was the result of poor branding and awareness of the initiatives undertaken by the City. There was a need to develop a brand strategy that supported the delivery of core services, and to articulate and communicate a positive image across the community.

OBJECTIVES

1. Develop an over-arching brand identity for the City and its sub-brands

2. Develop a tagline that represented the over-arching message for the City

3. Develop a visual identity for the youth division that resided under the City’s umbrella brand.

PROCESS

Brand One worked through a strategic process, conducting interviews and workshops with key stakeholders across the state to identify a clear brand position for the City that reflected its forward thinking positioning. After completion of a revised brand direction and architecture covering each of the divisions and services areas, Brand One designed a new logo and taglines, backed by a new visual identity and collateral.

RESULT

_ New logo for the City that achieved an evolutionary change yet modernised its presentation

_ A personality that went beyond its logo that resonated with its target audience

_ A suite of collateral and a style guide was developed covering the various brands.

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CASE STUDYTHREE

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MANUFACTURING COMPANY – FMCG _GLOBAL REBRANDING, MERGER & ACQUISITIONS

SCOPE

The company is a global organisation operating in over 30 countries and with 70+ sites, 16,000+ employees.

CRITICAL ISSUES

The company had gone through an aggressive and deliberate global strategy of 100+ acquisitions and mergers. There were multiple brands and mixed identities and cultures. Potentially, the employees could have been in a state of uncertainly and the market and clients unclear as to the new market position or capabilities.

OBJECTIVES

To build the company as one cohesive and united business with a clear and consistent market position, leveraging its new global capabilities to become a true international business partner.

Maintain stability in the workforce and client base.

PROCESS

A staged approached was taken.

Corporate Vision & Mission + Employer Brand + Internal Capabilities = Global Brand & Marketing Strategy + 3 Year Deployment Plan

1. Established business direction (aligned to business strategy)

2. Gap study and requirements analysis

3. Three year staged deployment plan – each year as the internal capabilities were built, the message to market was aligned

4. Integrated marketing strategy and HR plan to address:

_ Employer brand development and employee engagement into the newly defined culture and values

_ Built internal capabilities backed with processes and systems: CRM, intra/extra/internet, collaboration tools, communications platforms, HR systems, QA systems, etc

_ Stakeholder communications, PR and media campaign.

RESULT

_ As the capabilities of the business grew, the marketing messages were aligned

_ The business was in a position to deliver on its brand promise

_ The reputation maintained and developed

_ The people contributed to the success and were authentically aligned

_ Three Year Sales & Marketing Plan + New Global Brand Identity + Engaged Culture & Values.

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INTERNAL CORPORATE IDENTITY & CULTURAL DEVELOPMENT - RETAIL / MANUFACTURING

“After over 100 acquisitions, mergers and divestments, Huhtamaki needed to redefine its brand identity to communicate globally with one voice. Maryanne Fernando was an integral part of the team in building the new identity and launching it both externally and internally. Internally, building the company’s new internal culture - our vision and our values, engaging over 16,000 employees across 36 countries. Externally, she was also a part of the same team in repositioning our new company across international markets. With her strategic vision, coupled with her hands on approach, Maryanne brought to our global team both brilliant ideas as well as pragmatic understanding of what works.”

Katariina Hietaranta, Marketing & Development Director - Huhtamaki Finland.

FULL AGENCY SERVICES - MINING & RESOURCES

“Brand One have been a valuable support to Barminco in the establishment of a coordinated understanding of our value proposition and the marketing message and material that supports this. Their reliability and willingness to ‘go the extra yard’ has enabled us to achieve great outcomes within very tight timeframes.”

Neil Warburton, Former CEO - Barminco

BRAND TRANSITION & BUSINESS DEVELOPMENT - MINING SERVICES

“I have had some very positive remarks concerning our corporate image, including the website, business cards, colour themes on the stationary and our Oil Purification trailer. I am sure that this great response and the image that we portray is one of a professional and trustworthy company and affect the business we are now able to generate. This has been achieved to a large part, with you and your team’s guidance and expertise in the marketing field. Working with Brand One was the best thing that we as a company could have done to increase our image and profile to enable us to start on the path of great success. Thank you very much for your time and I am sure that it will not be too long before we come asking for you to take us to the next level”.

Richie Ward, Director – Kinetic Australia

TESTIMONIALS

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FULL AGENCY SERVICES - PROPERTY

“During the past years I have come to rely and trust Brand One and in particular you, for your candid and direct approach to handling me as a client and our business in terms of a strategy to build a strong brand as a boutique custom builder.

With several personalities in our business and varying strategies you have maintained at all times a very professional, creative and practical approach to every task and request that has been asked of you. Your proactive ability to adapt and scale your business up and down as the task and budget requires, is, I believe a real skill and something every business would find extremely valuable, especially in these challenging economic times.

I would have no hesitation in recommending Brand One and in particular, you as a, ‘one stop’ marketing professional for any business.

Thank you again and I look forward to continuing to work with you in the future.”

David Reynolds, Former Director – Exclusive Residence & Business Development Manager – Zorzi Builders

FULL AGENCY SERVICES - NOT FOR PROFIT

“The Samaritans Crisis Line selected One as they were the only organisation who took the time to research what we do and tailor their services specifically to us and their genuine interest in supporting us as a not-for-profit.

They have been both patient in their understanding of how our organisation works and have undertaken some quality planning with us before we started on any work so we were very clear about the full range of suggested strategies, their timelines and costs - no hidden costs and no surprises. In all the design, marketing and website work, they have both carefully listened to and interpreted our briefs, as well as coming up with relevant new suggestions and changes. They also take the time to talk to committee members through the rationale and thinking behind their suggestions so everyone understands and supports the changes.

I have recommended them to another not-for-profit organisation, which have also engaged them, and would be happy to recommend them again.”

Justine Colyer, Former Director Samaritans Crisis Line.

Brand One 1/10 Outram St,West Perth WA 6005

PO Box 551,West Perth WA 6872

T +61 (0)8 9481 7001 E info@brand-one.com.au W brand-one.com.au

CONTACT DETAILS

BRAND ONE IS AN APPROVED SUPPLIER OF BRAND AND MARKETING STRATEGY, CREATIVE DESIGN AND PRODUCTION TO THE LOCAL COUNCILS OF WESTERN AUSTRALIA