Using research and insights to drive a renewed brand strategy, aligned to its business goals.


Perpetual, one of Australia’s largest wealth managers, needed a brand narrative that was consistent and compelling for both internal and external audiences.

They also wanted to modernise and make the brand more relevant - positioning it for maximum impact with clients and employees and deploying it for maximum future business growth. The challenge was to ensure that the brand positioning took into account Perpetual’s different business divisions and audiences.


  • Desk research
  • Workshops
  • Customer Value Proposition for each target audience
  • Brand positioning and archetype
  • In-depth interviews
  • Brand articulation


  • A clear and defined brand strategy to present to internal audiences and take to market
  • A brand strategy that was embraced by Perpetual employees
  • BrandMatters was re-engaged to help brief subsequent media and advertising campaigns


“We needed experts to help us with our brand challenge. We engaged BrandMatters - not only for their extensive brand expertise, but for their deep understanding of and experience in the financial services sector, and we were not disappointed. They created a bespoke approach for our organisation, and led us through the complexities to create a clear brand strategy for Perpetual. We highly recommend BrandMatters.”

Senior Manager - Brand & Corporate Marketing, Perpetual