Brand Strategy

Insights  |  Brand Strategy  |  Experience  |  Employer Brand & Culture  |  Design  |  Brand Voice

Turn your brand into a powerful business driver

Brand strategy was the heart of Principals’ offering from day one. Today, nearly 30 years later, strategic brand thinking is woven through everything we do, delivered by one of Australia’s most experienced and diverse teams of strategy specialists.

We help you define what makes you different to your competitors, what will accelerate your business and what will make you matter to your customers and their communities. We peer into every corner of your business, challenge your thinking and reframe the problem to find the opportunity. And then show you how to seize it.

Our strategy team adds value to a wide variety of business challenges, but typical engagements include:

• Brand strategy frameworks – cohesive frameworks that connect brand to business and equip leadership with clear language and joined-up thinking
• Brand architecture – optimizing the way brands are organized within a portfolio or under a Masterbrand, maximizing efficiency and impact
• Value proposition development – translating brand strategy into value propositions that connect to the needs of distinct segments – across marketing, product development and CX