Brand Culture

Brand expression through your people

“Sending a clear, authentic message — internally and externally — about what the company really stands for will build trust.”

– ‘Transparency key to building trust in business’, in PwC’s 22nd CEO Survey 2019: Widening Gaps & a Positivity Lapse –

In 2018 Australian CEO concern about lack of trust in business reached 65%, and 60% globally. (PwC’s 22nd CEO Survey 2019)

While this has been caused by a variety of factors, boards and leadership teams understand that trust is not just a matter of ethical behaviour and what the media broadcasts. Trust starts in relationships and communicated purpose and values… internally and externally, through formal processes as well as unplanned ones.

Brand expression through your people

A team culture of powerful personal brands

An organisation’s ‘Brand Culture’ is where Purpose and Strategy meet Culture and Brand. This intersection is at the centre of trust – it is a collection of clear messages about what the people behind the brand stand for.

As principal consultant and presenter, NWC’s managing director Julissa Shrewsbury works with a small professional team to deliver brand culture analysis, strategy, education and support to her clients, Australia-wide and internationally.

Julissa’s strategic approach to ‘Brand Culture’ in organisations is based on frameworks she has developed to understand and address how people engage with and express the company brand, and to develop cultures of confident personal brands that build trust.

NWC looks at how clear a company brand’s messages are to internal and external audiences, and how well the brand is expressed through its people, at every level of the organisation. Alongside looking at the company brand, integral to our approach is working to build confident, authentic personal brands of people – from leadership to new grads.

NWC’s Brand Culture Model ©New Work Consulting Pty Ltd 2020


Create an empowering cultural shift

  • Clear & Differentiated Communication of Professional Value: Develop an organisation of people who know who they are in business and what they bring to your clients and stakeholders.
  • Professional Confidence & Connection: Develop a culture of professional confidence and pro-active relationship-building with clients.
  • Brand & Team Congruence: Develop a brand that is clearly positioned, meaningfully differentiated and highly visible through your people.

Personal branding =

…the process of defining the unique value someone brings to their profession and communicating that clearly to stakeholders.

Why work on the personal brands of your team?

  • Increased motivation and pride in their roles
  • Increased confidence when meeting clients and prospects, which in turn inspires confidence from these audiences
  • An understanding of how to position themselves in introductions at networking events, to be seen the way they need to be seen
  • An understanding of how their online activity shapes how others perceive them
  • Better able to accurately and professionally represent the company
…all leading to increased effectiveness, trust with clients and job satisfaction at work.

Julissa’s strategic approach to brand culture is about amplifying your people as your point of difference. Her method involves drawing out people’s key strengths and helping them communicate the value they bring to stakeholders, leading to stronger positioning, connectivity, confidence and visibility to reach individual and company KPIs.


We offer short but intensive strategy sessions with your board or leadership team to workshop your brand culture challenge.

90 minute session AUD$1200 + GST

Available In-person/Zoom


“71% of Australian CEOs feel that a lack of key skills is a threat to growth.”

– ‘Turning inward to reduce the talent gap’, in PwC’s 22nd CEO Survey 2019: Widening Gaps & a Positivity Lapse

Julissa is a university-qualified (B.Ed, B.Arts) educator with close to 20 years’ experience in the field, having taught people of all ages and backgrounds. She uses her understanding of education psychology and inclusive education programming to create and deliver exceptional learning experiences. Our workshops form a large part of our work with clients.

Client feedback on what they value about our workshops:

  • Pre-workshop homework is useful and thought-provoking and helps pinpoint what each participant wants to achieve in the session
  • The team discussions and activities help both the individual AND the team as a unit to grow
  • Lots of good ideas for using LinkedIn and networking at a more sophisticated and strategic level
  • Activities are practical and targeted
  • The option of one-to-one personal brand coaching for key staff helps cement learning and apply it in ways that are meaningful to the individual. Staff really enjoy the one-to-one experience and it has greatly contributed to their confidence
  • Staff are talking about their personal brands and their ideas for using LinkedIn and networking… the culture is shifting

Program Modules


  • Choose one or more modules
  • Each module can be presented in a variety of formats: as a keynote address, informative 2- hour seminar, an applied workshop (half day or full day) or as part of an in-depth action-learning or coaching program
  • Presentations are tailored to audience demographics e.g. leadership, management, aspiring, entry-level or student
  • Presentations are tailored to the goal in mind e.g. building networks, marketing a business, board governance

Most popular workshops

Brand Expression Through Your People for leaders and managers
(typically 2 hours)

This workshop introduces leaders and managers to NWC’s 6 Intersections between your company’s brand and the ways your people personally represent themselves – their ‘personal brands’. You will look at the possible ‘gaps’ to see where your company brand is communicated positively or negatively through your people, and explore ways this might be assessed and addressed within your organisation.

Personal Brand & LinkedIn Strategy for client-building teams
(typically 2 x half days)

While you may have learned about the ‘how to’ of LinkedIn – how to set up a profile, how to create a post, how to connect with someone… this does not tell you ‘how to achieve your particular goals using LinkedIn’ or ‘how to align your communications on LinkedIn with your personal brand’.

This comprehensive workshop will help your team members get clear on the value they bring at work, how to position themselves when meeting prospects, and how to use NWC’s 3 Platforms of a LinkedIn Strategy to purposefully and professionally build their contacts, become more visible and ultimately build trust with target audiences.

Online/Offline Networking for professional advisors
(typically 2 hours or half day)

You may understand the purpose of attending networking events but have found them to be tiresome, scary or a waste of your efforts. You haven’t worked out how to choose and use networking opportunities to suit your personality, purposes and schedule.

Being strategic with networking means creating a clear plan for how you will use activities to suit you, your brand, and your goals. It’s about consistency in building REAL relationships and staying on people’s radar – it’s not about all-out self-promotion, attending the opening of an envelope, or having coffee with everyone you meet! This workshop takes you through a realistic but powerful plan of online and offline networking actions that suit your role… so you can stay visible, connected and top of mind.

Personal Branding Basics & Powerful Communication for early career professionals (typically half day)

This practical workshop introduces graduate-level/early-stage career participants to their personal brand, the psychology of making a good impression and how to use confident communication techniques in real workplace situations. The workshop features visual examples, written and active exercises and discussion designed to build participants’ professional confidence. Leadership/management is consulted to inform your workshop’s focus points and feedback given on participant concerns, strengths and areas to work on, following the workshop.

Special programs

In the Macquarie Accounting & Financial Services Best Practice Benchmarking Report 2018, adding value and more personalisation to the client experience was identified as important to high-performing businesses. The report’s advice to strengthen this area started with exploring purpose and meaning with your staff, by bringing to life real stories about helping clients solve problems. NWC supports teams to create meaning through work, both personally and collectively, with these special programs:

  • Conversations on WHY, inspired by Simon Sinek and team’s Start With Why and Find Your Why Program, is an in-depth look at your people’s sense of purpose at work and how this can build a powerful brand culture based on their real-life stories.
  • Bring It: Professional Clarity & Confidence, a collaboration with corporate psychologist Dr Marny Lishman gives individuals a safe space to explore the interplay between internal mindset and external personal brand.

Brand Culture Program

“We know that trust in all sectors has diminished and that directors are focused on building back the confidence that enhances the speed of transacting and the ease of delivering value.”

– AICD–KPMG SURVEY – AUSTRALIAN GOVERNANCE SUMMIT 2019, ‘Creating value and balancing stakeholder needs: The board’s role’, p.10 –

Why a ‘Brand Culture’ program?

Our tailored brand culture program is designed as both a strategy consulting and a learning and development experience, to assist organisations to:

  • Develop an organisation of people who know who they are in business and what they bring to your clients and stakeholders.
  • Develop a culture of professional confidence and pro-active relationship-building with clients.
  • Develop a brand that is clearly positioned, meaningfully differentiated and highly visible through your people.

Create a cultural shift

Typically spanning 6-24 months, your program of analysis, strategy, education and development will work to create a cultural shift towards more confident, pro-active, differentiated personal brands representing your company.

Work with us on your Brand Culture

Brand Culture Assessment Tools

Achieve a positive, clear and consistent brand message across your people and communications

A strategy based on the 6 intersections between company and personal brands can amplify:

  • Brand impact – stand out from the noise
  • Brand memorability – be remembered, stay top of mind
  • Client loyalty – foster repeat business, be referred often
  • Staff confidence, effectiveness and results
  • Positive team culture, pride, motivation & retention
Book the introductory workshop for your leadership, HR or management team to understand the 6 Intersections Model, or request a prospectus or meeting.

Self-guided assessment tools

How clear is your brand to your people?
How consistently do they represent this brand in their daily work and communications, both internally and externally, both in person and online?
How aligned are team members’ personal brands to the organisation they represent?
Where might disconnects in team experience, client experience or public perception be going unnoticed?

At NWC, we have developed unique measurement tools to help you determine the extent to which your team members’ beliefs, understandings, behaviours and image echo and support your company’s brand.

Once you’ve identified the gaps, we can facilitate workshops to create a plan to address these, as well as provide training for staff on how their personal brands work alongside the business brand.

Company-People Brand Alignment Assessment Tool 1:
Cross-sectional Study $690 + GST

This assessment tool will give you a cross-sectional snapshot of how well your people align with and represent your company brand. It should be a great starting point for business and personal brand strategy goals. This self-guided assessment typically takes 1 week to complete.

Company-People Brand Alignment Assessment Tool 2:
6 Intersections Mapping $1790 + GST

There are 6 major intersections between your company’s brand and the ways your people personally represent themselves – their ‘personal brands’. An awareness of these and an in-depth assessment of where they come into play in your business can be the catalyst for major cultural change and business growth, through the development of a much more powerful representation of your brand. This in-depth, self-guided company assessment typically takes about 6 weeks to complete.

Julissa also delivers the 6 Intersections of Company & People Brand Alignment as a seminar or keynote presentation.

Testimonial highlights

“Julissa was highly recommended by a mutual associate and I am so pleased that I acted on that advice. Julissa is extremely knowledgeable in her field and that shines throughout the process and experience. We engaged Julissa’s services for both business and personal brand strategy. Her approach is methodical, creative and she also invests a deep interest in her clients, which makes the experience very personal but at the same time makes you feel at ease.”

– Hailey McSharer, BDM at Fides Consulting –

“I recently had the experience of participating in workshops run by Julissa about online personal and business brand strategies. Julissa’s practical approach demystified the process and provided a clear path of action. Julissa is clearly genuinely interested in her clients – she goes the extra mile to provide brilliant service and ongoing advice and support.”

– Linda Bradley, Senior Researcher at Research Solutions –

“Julissa understood where we wanted to take out staff branding, and helped us achieve our vision. We recommend Julissa & NWC for precision personal branding.”

– GM of W.A. Real Estate Agency –

“Over the past six months the Management team at Butler Settineri have been working closely with Julissa Shrewsbury from New Work Consulting. Julissa has hosted a number of “Personal Brand” and “LinkedIn Workshops” with our team, helping us to develop our own brand and providing her expertise on how to align this with the values we strive to uphold here at Butler Settineri.

We would like to thank Julissa for sharing her extensive knowledge with us and helping us all to discover and define our own personal brands.”

– Kaye Bell, Executive Assistant at Butler Settineri –

Book a leadership discussion or team awareness session.