About BrandMatters: Specialist Sydney branding consultancy

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

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

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

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

Purvi Desai

Brand Insights Manager

Purvi Desai

Brand Insights Manager

Mikaela Barratt

Senior Account Manager

Mikaela Barratt is passionate about brands and brand strategy and has demonstrated experience in client management, marketing, brand management and data analytics.

With over seven years’ experience working in the FMCG and B2B industry, she brings with her a deep understanding of how business works from end to end, having worked across a multitude of departments.

As well as managing clients she is also responsible for all internal marketing at BrandMatters.

Mikaela has a BA in Advertising and Public Relations as well as a Masters in International Trade.

Mikaela Barratt

Senior Account Manager

Daisy Han

Senior Account Manager

Daisy is a strategic and creative minded Senior Account Manager with a keen interest in the way these two fields intersect in branding. She has a diverse background across client services, project management and production in agencies, giving her a unique skillset to be flexible across a large number of client needs. She is solutions oriented and loves thinking outside the box to come up with results for her clients.

Originally hailing from the great white north, Daisy started her career working with hospitality and FMCG brands to translate their brand identities into strategic campaigns with measurable results.

Since trading the snowy banks of Toronto for the sandy shores of Sydney, Daisy has worked with clients such as Airbnb, Telstra, NAB, and Merivale.

Daisy has led a number of large scale projects for these clients with a strong emphasis on work that aligns with brand strategy to create a cohesive narrative. Her particular strengths lie in digital, and bridging the gap between strategy and digital execution.

Daisy Han

Senior Account Manager

Daniel Broadley

Senior Designer

Daniel is a Senior Graphic Designer with a wealth of experience across branding, digital and print design. He loves problem-solving, designing with the user in mind and finding clean, classic and modern visual solutions to meet the most complex of design conundrums.

With a background spanning work in outdoor and press advertising, digital marketing, as well as various media agency and design studio placements, Daniel brings a solid industry understanding and an insightful, well-rounded approach to design.

Daniel loves a challenge, loves coming up with new ideas and above all loves beautiful design that effectively communicates and meets the brief.

Daniel Broadley

Senior Designer

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

Belinda Schiavone

Marketing Consultant

Belinda has more than 15 years of marketing experience, specialising in tourism, hospitality and the arts. Belinda is passionate about brand strategy, in particular seeing the strategy come to life through engaging campaigns, partnerships and communications. Belinda is our resident BM Insider, her role involves helping our clients bring their brand strategy to life – achieved through working as part of our client’s team to help roll out the brand initiatives across their channels and bring the new brand to life both internally and externally.

Belinda spent a number of years working client side for Qantas in various destination marketing roles before moving into hotels and working across TFE Hotels’ brand portfolio – Adina Apartment Hotels, Vibe Hotels and Travelodge Hotels. More recently, Belinda has taken on consulting roles in a range of smaller businesses, across various industries including arts, wellness, healthcare, construction, learning and development helping to create and execute a marketing plan, and support business growth.

At BrandMatters, Belinda has worked within some of our clients including Allianz, Waterfield and Act Today. This is a unique and accountable consulting approach where our clients receive a dedicated resource who is not only an experienced marketer, but also comes supported by, and equipped with, the deep strategic knowledge and insights from the BrandMatters team.

Belinda Schiavone

Marketing Consultant

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

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.

In the media

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