How do you move a big brand into the future?

When we met First State Super (FSS), now known as Aware Super, they were battling an overcrowded market, faced with forced consolidation. Super funds were facing intense pressure to future-proof their brands to attract and engage members and merger partners. For FSS, it was time to act.

Rethinking member engagement

A top 3 fund with over 780,000 members, FSS lacked differentiation in terms of brand, positioning, culture, and offering - they needed a strategy that would prepare them for the new highly competitive environment and ensure long term growth of the member base. It was also important to maximize the merger with Health Super and drive culture change, growth, and innovation across the united entity.

Putting members first

Brand Council were engaged prior to the Health Super merger to provide board and executive level guidance on the transition to a national, consumer driven fund. This included brand architecture, brand strategy, culture transformation, and inculcation of the brand and culture throughout the organisation.

Building on internal and external research, we prepared a strategy to compete with industry and retail funds and developed a brand that helped FSS become a more appealing, nimble, and progressive organisation.

As part of this strategy, we managed the development and implementation of the new brand as well as the development of internal culture alignment, behaviour change program, and inculcation throughout the organisation, including reviews, R&R scheme, recruitment, and on-boarding.

Setting a purpose for the future

During our 6-year assignment, FSS underwent a total transformation, putting the purpose into practice in every component of the business, and developing every part of the business to be truly member focused. They became a very strong brand within a highly competitive sector. The brand strength and foundation of purpose gave them the momentum to move into their next stage of growth and impact.