Building a brand for impact:
laying the foundations for policy influence
The Policy Institute, Australia
Building a brand for impact:
Policy Institute Australia is dedicated to shaping better outcomes for Australian communities through evidence-based policy research and advocacy. As a new organisation with an ambitious remit, a strong brand with clear messaging and a strong digital presence would be essential to engage a variety of stakeholders and drive impact.
Recognising the importance of solid marketing foundations, The Policy Institute partnered with The Walk to lay the groundwork for future growth and influence that would make a real impact.
The destination
With a mission to inform and influence public policy for the better, Policy Institute Australia needs to communicate effectively with diverse audiences, from policymakers and business leaders to the broader community. Our experience in brand strategy and integrated marketing made us the ideal partner to help them articulate their vision, define their audiences, and create a compelling brand identity. We set out to build a solid foundation that would build trust, support their active advocacy, and ensure their bold policy recommendations are visible, actionable, and credible, making a real impact. To ensure we were working on what was most important for the organisation, the first step was a comprehensive discovery workshop, bringing together key stakeholders to interrogate the organisation’s core values and strategic objectives.
The route
Having quickly built up an in-depth knowledge of the organisation and its goals, we developed detailed audience profiles and personas, segmenting their core audiences so messaging and engagement strategies could be precisely tailored. Building on this, we crafted a robust brand strategy, including a unique value proposition, brand pillars, and key messaging. Our creative team then translated these foundations into a stylish visual identity and comprehensive brand guidelines, complete with templates for digital and print touchpoints. Finally, we designed and developed a new website to showcase their vision and make the research accessible to a wide audience. The process included consulting on the appropriate martech stack for ongoing digital engagement and providing an integrated marketing strategy to roadmap future growth and campaigns.
The Walk
With solid brand foundations in place, Policy Institute Australia is equipped with the tools and strategies needed to clearly communicate their vision through a well defined brand voice and stylish looking visual identity. Our collaboration included:
- A clear and actionable brand strategy, including vision, mission, and positioning
- Audience segmentation and persona development for targeted communications
- Visual identity and brand guidelines for consistent application
- Website design, build and content to showcase research and advocacy
- Martech consulting to streamline digital engagement
- An integrated marketing strategy to guide future activity
By empowering Policy Institute Australia’s team with these foundations, we set them up to engage different audiences effectively, grow their digital presence, body of work and credibility, and build lasting brand equity in the policy space.
A snapshot of The Policy Institute’s new brand identity, bringing clarity and professionalism to their communications.
Website design and content that make research and advocacy accessible and engaging.
Building influence on strong brand foundations
Through our proven process, The Walk helped The Policy Institute present a clear and coherent brand vision and identity, ensuring they look and sound consistent and professional across all their marketing. Our work enabled their team to deliver the same consistency across all touchpoints, building trust and recognition with stakeholders.
A concise brand guide allowed The Policy Institute to manage their brand basics efficiently, supporting rapid response to policy developments and opportunities.
Cohesive branding across digital and print channels helps establish credibility and authority.
Brand building with a cohesive look and feel on social media helps quickly establish a recognisable brand.
