About BrandMatters

Imagine occupying a clear, unique, relevant and compelling position in the market. Imagine, as a result, your customers and prospects being disinterested in alternatives. Imagine top talent seeking you out. Imagine every communication from your organisation being expressed with clarity and consistency. And imagine every client experience reflecting and reinforcing your brand promise.

At BrandMatters, we’re here to help you make your brand aspirations a reality - we’re in the business of building strong, enduring brands that enable business growth.

Established in 2002, BrandMatters is a brand strategy, design and marketing consultancy. We partner with medium to large organisations across many industries - yet we have a deep specialisation in financial services and B2B.

We are a team of nine - strategists, researchers, marketers, designers and client managers - that believes, to our core, in the transformative power of brand. This isn’t just a job to us – we love what we do! We also understand and empathise with the business challenges and practicalities our clients face, having worked client-side for many years.

We believe that building strong, successful brands requires equal parts science and imagination. At BrandMatters, we combine powerful, research-derived insights and disciplined strategy, with a healthy dose of intuition and creative excellence to define and express your brand’s unique essence.

Our values

GrowthMatters

We don’t settle for good when great is up for grabs.

We stretch, grow and develop ourselves and our clients’ businesses.

InsightMatters

We listen intently to understand deeply. 

We ask great questions, draw out connections, and always seek to go beyond the obvious to get to the heart of what’s important.

EmpathyMatters

We will walk a mile in your shoes.

We consider things from our clients’ perspectives and seek to build a foundation of trust that underpins everything we do.

DeliveryMatters

We say we will deliver, and then we do.

And that goes for every promise we make; be that to our clients or to each other. We are committed, we take ownership and we operate with a real sense of purpose.

RespectMatters

And that starts in the BrandMatters office.

We respect ourselves and each other. We support, nurture and guide our team, our clients, and everyone we work alongside.

HeartMatters

This isn’t ‘just a job’ for us. 

We genuinely love the work that we do, and it shows. We believe, to our core, in the transformative power of brand and the magic that occurs here.

Our team

Paul Nelson

Paul Nelson

Managing Director

Paul is driven by the belief that strong brands enable and drive business growth. Strong brands inspire organisations, align clients and transform the bottom line. It is this belief that underpinned the creation of BrandMatters, a strategic, results-focussed and accountable brand, marketing and design consultancy.

Paul oversees the development of the firm's strategy, client relationships, and people and is an accomplished international client-side marketer with over 30 years’ marketing and brand management experience. Prior to establishing BrandMatters in 2002, he held senior marketing roles at McDonald’s, was the Marketing Director at Tip Top Bakeries and Head of Global Brand at AMP.

Since founding BrandMatters, Paul has led significant brand and marketing projects for organisations and brands including Australian Institute of Fitness, Australian Liquor Marketers (Metcash), APA Group, Charles Sturt University, BT Investment Management, Eclipx Group, Macquarie Investment Management, NAB Group, Sage, Suncorp and Wesfarmers Insurance.

Paul received his Masters in Marketing from the University of Technology, Sydney. He is a Fellow of the Australian Marketing Institute (FAMI) and a Certified Practicing Marketer (CPM).

Paul Nelson

Managing Director

Kylie McNamara

Kylie McNamara

Director of Brand Strategy

Kylie is a senior brand strategist who has extensive experience working with clients to create distinctive, relevant brands that drive business growth.

At BrandMatters, Kylie leads the strategy and insights team and is responsible for the brand strategy phase of all client projects. She is passionate about building brand strategies that draw on a rich understanding of customers, and over the years has gained a deep knowledge of both qualitative and quantitative market research. One of the things that inspires her most is looking beyond facts and data to uncover insights that businesses can use to build authentic, impactful brands.

Kylie started her career as a client-side brand marketer, working for large consumer companies including Unilever, Arnott’s and Westpac. Since 2008, she has drawn on her client-side understanding and business skills to work as a consultant, and has led a large number of brand positioning, brand architecture, innovation and insight projects.

Kylie received her Bachelor of Economics and Bachelor of Arts (Asian Studies) from the Australian National University.

Kylie McNamara

Director of Brand Strategy

Si Cubbin

Si Cubbin

Director of Client Services

Si is BrandMatters’ Director of Client Services. He oversees the business’s strategic development, working closely with our account directors, researchers, strategists, designers and clients alike. Si is fascinated by leveraging an organisation’s brand to drive business success. He believes great brands impact staff loyalty, customer engagement and ultimately grow the financial performance of companies.

As a leader and founder within the advertising & consultancy industry, Si has worked across a variety of industries, with brands such as ANZ Bank, HSBC, Australian Government, Brown Forman, CSR, Ferrero, Microsoft, Mercedes Benz, News Limited, Suncorp and Wesfarmers. In his career to date, Si has worked in Asia, Australia, Europe, and New Zealand, and regardless of location, has contributed significant measurable results on both the agency & client side of marketing.

“Branding is a real passion of mine, and I achieve the greatest satisfaction working collaboratively with dynamic, passionate people committed to delivering tangible, measurable results.”

Si has an Advanced Diploma in Financial Services from the Securities Institute of Australia and a Marketing Diploma from Macquarie University.

Si Cubbin

Director of Client Services

Ryan Dunshea

Ryan Dunshea

Account Director

At BrandMatters as Account Director, Ryan leads major strategic branding and rebranding initiatives for a diverse suite of national clients alongside the strategy, research and design teams. His goal is always to ensure brand strategy comes to life through compelling logo and visual identity design for maximum market impact.

Ryan started his career at advertising agencies DDB and Publicis Mojo before moving to the client side for professional services organisation, KPMG. During his 13 years at KPMG, he held a number of brand roles including in UK Brand & Communications team in London and as Global Brand Manager for KPMG International in Toronto, Canada.

Ryan relocated home to Sydney in 2012 as National Brand Manager for KPMG Australia. Ryan received his Bachelor of Fine Arts (Hons) from the College of Fine Arts, University of NSW and Professional Diploma of Marketing from the Chartered Institute of Marketing (CIM), UK.

Ryan Dunshea

Account Director

Lauren Kelly

Lauren Kelly

Account Director

Lauren is a highly motivated and results driven Account Director with demonstrated experience in client management, strategic planning and project coordination.

At BrandMatters, Lauren works in the account services team, alongside the strategy and design teams, delivering best practice project management and marketing for BrandMatters clients.

With seven years in the marketing and communications field, Lauren has been responsible for the successful completion of awareness campaigns for clients such as Radisson Edwardian, Compass Group, Schwarzkopf and Samsung. At BrandMatters she has worked alongside clients including Australian Liquor Marketers (Metcash), Downer and The Westmead Institute for Medical Research.

Lauren is passionate about delivering client service that exceeds all expectations. Along with an ability to run projects smoothly she also has a strong background in copywriting, video production and sales strategy and enjoys drawing on these skills to deliver complete marketing solutions for her clients.

Lauren received her BA from the University of London, Queen Mary’s College.

Lauren Kelly

Account Director

Yasmin Nekula

Yasmin Nekula

Special Projects Director

Yasmin is a senior program management and client service professional with extensive experience in brand, marketing, project delivery and relationship management in both B2B and B2C environments.

Having been with the team for 7 years, Yasmin is a BrandMatters veteran. After working as BrandMatters’ Director of Client Services and Marketing for over 5 years, she now works part-time as Special Projects Director. Yasmin uses her deep knowledge of the business to design streamlined systems and processes to make the team more productive. She also executes key BrandMatters marketing initiatives.

Like the other members of the team, Yasmin started her career on the client side, holding brand management and marketing roles with global cosmetics, pharmaceutical and FMCG companies including five years with Nestle, followed by 10 years in IT and business strategy consulting where she held marketing, client service and strategic partner management roles.

Yasmin received her Bachelor of Business majoring in Marketing from the University of Technology, Sydney.

Yasmin Nekula

Special Projects Director

Jeremay Mateo

Jeremay Mateo

Brand Insights Manager

Jeremay is driven by data and captivated by results, and lives and breathes this passion as a Brand Insights Manager at BrandMatters. She believes that research is not just about reporting results, it’s about digging deeper and discovering hidden gems and insights that are truly meaningful for her clients.

As part of the strategy and insights team, Jeremay extracts powerful insights and creates compelling stories for clients. She plays an integral role in designing and delivering quantitative research projects, and is also closely involved with qualitative research activities.

Prior to joining BrandMatters, Jeremay developed her drive for information and insights at organisations including Bauer Trader Media, Australian Market Research (AMR) and online research panel MyOpinions. Her experience includes research design, questionnaire design, in-depth interviews and focus group facilitation, data analysis, and report writing. Her exceptional eye for detail ensures the seamless management of research projects from end to end.

Jeremay received her Master of Business Administration and BA in Organisational Learning degrees from the University of Technology, Sydney.

Jeremay Mateo

Brand Insights Manager

Laura Shepherd

Laura Shepherd

Brand Insights Manager

Laura is passionate about translating research findings into clear and actionable insights that can be utilised to guide decision making and business strategy. Her goal as Brand Insights Manager is to ensure these insights are presented and communicated in a way that engages project stakeholders and takes them on the journey.

As part of the strategy and insights team, Laura designs and delivers a wide range of quantitative research projects, and is also closely involved with qualitative research activities. She brings marketing experience gained on both client and agency-side and has worked across a range of industries including FMCG, financial services, automotive and Government.

Prior to joining BrandMatters, Laura developed her drive for information and insights at organisations including Ipsos, Ferrero and Nestle Purina. Her experience includes research design, questionnaire design, data analysis, and report writing. Her exceptional eye for detail ensures the seamless management of research projects from end to end.

Laura received her Bachelor of Business Management from Western Sydney University and a Graduate Diploma in Psychology at Sydney University.

Laura Shepherd

Brand Insights Manager

Edwina Shackley

Edwina Shackley

Finance and Administration Manager

Edwina uses her finely honed financial expertise in her role as the backbone of the BrandMatters office.

Edwina joined BrandMatters in 2004, and oversees financial management and accountability of all projects, including estimates and quoting, invoicing and cost management.

Prior to joining BrandMatters, Edwina worked on the administration side of Ronald McDonald House Charities, and had an extensive career with Macquarie Bank in various roles within Company Secretarial, Investor Relations and Equity Investments.

Edwina Shackley

Finance and Administration Manager

What sets us apart

We grasp problems quickly.

Our deep expertise and experience in business, brand and marketing, combined with our innate understanding, allows us to quickly define your challenge - and develop a pragmatic plan of attack.

Insight drives our designs.

We translate brand insights and strategies into distinctive, compelling brand identities and designs. We fuse creativity with commerciality to solve our clients’ biggest brand challenges.

For us, it all begins and ends with ROI.

We understand that the ultimate objective of any brand initiative is to deliver business growth. Years of client-side experience means that we understand the challenges you face, and the accountability you must demonstrate.

We see things others miss.

Using our experience, our instincts, and great questions, we unlock the hidden value that lies within your existing data and design bespoke research studies which uncover powerful brand insights.

We are deep specialists in financial services and B2B.

We are the only specialist financial services brand consultancy in Australia. We're proud to have partnered with over 60 financial services clients and over 90 B2B clients since our inception in 2002.

When to call us

You want to strategically position your brand for growth or market leadership.

Your organisation has changed its business strategy or is going through a merger or acquisition.

You’re building a new brand and need a brand name, brand strategy and visual identity.

Your brand is experiencing new challenges, competitors, customers, channels or markets.

Your brand would benefit from a better understanding of its market, customers and segments.

Your brand does not own a clear, differentiated, relevant and compelling position in its market.

Your employees have difficulty articulating your brand story.

Your brand portfolio lacks appropriate hierarchy, and needs a clear brand architecture strategy.

Your brand identity is outdated, confusing or not reflected consistently across different touchpoints.

You’re considering a rebrand and need to understand the scope, approach, timing and costs.

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The Guide to Financial Services Rebranding

Our Guide provides valuable information on when to rebrand, the rebranding process and how rebranding can strengthen business results.

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WhatMatters blog

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