AustralianSuper’s brand architecture, inspiring next 10 years growth

After 10 years of working to become No 1 in serving Australian’s retirement needs, AustralianSuper wanted to ensure that it’s brand would continue to have meaning and resonance for its members, the Australian market and its employees to drive the next 10 years of growth.

PHASE 1 – ASKING AUSTRALIANS ABOUT SUPER
AustralianSuper commissioned Forethought to undertake the largest research study of it’s type to understand what Australian’s truly wanted in retirement and what they wanted from their superannuation partner to inform the AustralianSuper Brand North Star, supporting architecture, and communications strategy.

PHASE 2 – ENGAGING THE BUSINESS TO DRIVE STRATEGY
An Engagement Program was launched starting with the Leadership including CEO and cascaded down through the Executional Teams to ensure comprehension, alignment and momentum through-out the business anchored to what mattered most to members, as identified in the research.

outcome

Forethought Engagement Team, supported AustralianSuper with an Engagement Program which kick-started with the Leadership in a 1 day workshop, where the brand’s North Star was defined.

This program then moved into connecting the customer-facing teams with the research and the North Star. It was vital that AustralianSuper’s customer-facing teams embraced the North Star as a means to focus and shape their daily work. In this instance, it was decided that each team would have a workshop tailored to their specific deliverables.

This resulted in an approach to communicating with members and the broader market that achieved absolute consistency. This was the result of all stakeholders, including creative partners arriving at a shared understanding of the member research and being tightly anchored to the North Star. This ultimately yielded rapid improvements in key performance metrics.