Perpetual brand strategy

Driving consistent and compelling brand experiences for clients across the investments landscape

  • Inspire investor confidence
  • Clarify positioning and proposition across markets
  • Securing brand salience
  • Bringing stakeholders on the journey

Aligning and empowering a distinctive brand positioning for Perpetual

Perpetual is an ASX-listed, diversified financial services company which has been serving clients since 1886. Across four complimentary divisions, the business exists to protect and grow their clients wealth and make a difference in their everyday lives.

Perpetual came to BrandMatters seeking to revise their brand positioning to determine the relevant, unoccupied space to build their unique story in the complex and expanding Institutional market.

With a variety of competitive contexts, category drivers, characteristics, products and solutions across the sector, creating synergies across the brand internally and externally was essential.

  • Qualitative research (internal and external)
  • Brand and market positioning
  • Brand narrative
  • Brand architecture
  • Client value propositions

Defining a multi-dimensional and future-proofed brand strategy

Perpetual also wanted to modernise and make the brand more engaging – 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.

Our approach for Perpetual capitalised on the calibre of knowledge within the business, using the in-depth understanding of senior stakeholders to shape sustainable client value propositions for Perpetual’s markets. We developed a sustainable brand positioning for the business and then a distinctive brand narrative to ensure the brand was presented consistently by internal employees as they delivered client services.

Ensuring consistent brand experiences for all stakeholders

At BrandMatters we have continued to work with Perpetual over a number of years, assisting with M&A brand strategy and brand architecture challenges as they continue to evolve their proposition in market to remain relevant with their diverse audiences. Perpetual have also re-engaged BrandMatters for media and advertising campaign strategy.

Earning clients trust through a strong and
well-evidenced brand

“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

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