Case study - Brand Council

Leukaemia Foundation

After 50+ years of supporting people with all types of blood cancer The Leukaemia Foundation needed a new and courageous strategy.

Clarity of purpose to drive architecture and brand strategy

The Leukaemia Foundation (TLF) ‘Blood Cancer in Australia’ report led to the first Blood Cancer Taskforce, where a common vision is shared among the blood cancer community: ‘zero lives lost to blood cancer by 2035’. It’s a significant goal, one that calls for action and clarity of strategy for TLF.

If TLF were to make a bigger impact for the blood cancer community, they needed to be innovative, progressive, and courageous. Brand Council’s role has been to develop clarity in the brand architecture and develop the TLF purpose and culture change aspects such as values and behaviours.

There are several sub brands, services and fundraising brands owned or supported by TLF, but they lacked a clear structure and connection to the parent.

Clarity of purpose, brand strategy and brand architecture

Deep engagement with staff via stakeholder diagnostics, workshops and co-creation sessions ensured the development of the corporate purpose is authentic and drives the organisational strategy - essentially Putting Purpose into Practice (PPiP). TLF’s recent partnerships and projects such as World’s Greatest Shave, new tech platforms for the blood cancer community, and fundraising innovations, bring the purpose to life.

Deep internal engagement, co-creation and ownership

The new co-created values and behaviours have been developed from within and drive a culture of change and impact.

Brand Council developed an internal book ‘It’s in our blood’, which encompassed what it means to be a part of TLF, why they do what they do, and how they are defined. The book also forms a ‘who we are’ brief for other partner agencies.

TLF now stands out as a pillar of the blood cancer community.

Their newly developed brand architecture and strategy mean they are unified, have clear objectives, and ensures their future as an advocate for all types for blood cancer, for anyone, impacted at any stage. The tool kit helps TLF brief other agencies in development of brands such as The World’s Greatest Shave, software and service development, culture, and operational aspects.

Expertise Areas

“Brand Council effectively partnered with our stakeholders to ensure a new brand strategy was developed and informed from within. The resulting purpose, values, behaviours and brand strategy bring our vision to life and ensure both internal and external stakeholders have much greater clarity about our essential role in the blood cancer community. The Brand Council process was highly engaging from Board level to front-line teams and those with blood cancer. It has meant our people have a clear sense of ownership over the new strategy and their place within it.

The results so far include greater connection to ‘who we are’ and improved clarity around our strategy for internal teams and stakeholders. We now have a clear and motivating vision which is being embraced by all. Our new engaging brand behaviours and ‘It’s in our Blood’ employee value proposition are being embedded across the organisation and there is already a strong feeling of unity across a geographically dispersed workforce.”