Brand Culture

Brand expression through your people

“TRUST DRIVES GROWTH… Now brands will need to operate at the intersection of culture, purpose and society.”

‘’Trust, the new brand equity’, Edelman Trust Barometer Special Report, June 2021 –

What would staff who are confident, committed brand ambassadors be worth to your business?

…STAFF WHO ARE PROUD to be part of your team?

…STAFF WHO EXHIBIT PERSONAL LEADERSHIP and show newcomers and wider teams the way it should be done?

…STAFF WHO DEMONSTRATE to wider audiences how good it is to work at your organisation?

…STAFF WHO ACTIVELY AND EFFECTIVELY BUILD NETWORKS of stakeholders who put trust in them and the work they do?

Brand expression through your people

A culture connected to your brand

Video: Julissa explains ‘Brand Culture’ and why it matters for your board, organisation & 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 –

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

Developing a strong ‘Brand Culture’ leads to:

  • HIGHER-PERFORMING TEAMS: Increased teamwork and motivation to achieve goals, solve problems and serve others, arising from increased confidence and belonging.
  • ATTRACTING & RETAINING TOP STAFF: People want to be part of a positive brand and culture they can clearly see.
  • NEW CLIENTS & BUSINESS GROWTH: Trust is built with a consistent, confidently-communicated, lived-out brand message.
  • REPUTATION-BUILDING & RISK-MITIGATION: A pro-active, positive, visible brand echoed in company culture.
  • A STRONGER CULTURE of purpose, commitment & confidence.

How we help: Analysis, Strategy & Development

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 team and 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 team identities and personal brands of people – from leadership to new grads.

NWC’s Brand Culture Framework ©New Work Consulting Pty Ltd 2021

CREATE AN EMPOWERING CULTURAL SHIFT… and a brand that is highly visible through your people

  • 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 and internal teams.
  • Brand & Team Congruence: Develop a brand that is clearly positioned, meaningfully differentiated and highly visible through your people.

Book a complimentary exploration

Identify where your people sit on the TRUST MAP, and complete our BRAND CULTURE CHECKLIST.

Julissa hosted a session for our FINSIA WA Regional Council and it was outstanding. Julissa did a lot of pre-work to ensure her engaging and interactive presentation hit the mark and was able to draw out many great insights and learnings for us to utilise, as we continue to improve our council. The greatest compliment is a referral and from the session, one of our attendees subsequently engaged Julissa to run a similar session with her direct team. Would recommend Julissa for your next team business strategy session.

Wayde Keyser

FINSIA WA Council Chair / State Director NAB

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, your values and your relationships. 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.

Book a complimentary exploration

Identify where your people sit on the TRUST MAP, and complete our BRAND CULTURE CHECKLIST.


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

2 hour session AUD$2000 + GST

Available In-person/Zoom

Learn more about the Brand-Culture Connection:

Work with us on your Brand Culture

Testimonial highlights

“Julissa delivered a multi-faceted program responsive to our needs over time, including working with us to set strategy and KPIs, and facilitating implementation through practical leadership sessions, team training, 1-1 coaching and availability as a month-by-month advisor to our team.

In particular, Julissa has worked closely with the audit team to set and achieve network-building and business acquisition goals, resulting in a double digit increase in revenue within the 12 month period. “

-Marius van der Merwe, Partner, Butler Settineri –

“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, Business Manager at Fides Consulting –

“Really understanding what we’re good at as a team and having a defined communication plan were key. This clarified our focus and new business quickly started coming in!”

– Pauline Gazzard, Regional GM, Westpac –

“Now I know why every director and CEO I refer to you gives great feedback. You positively impact people’s lives personally and professionally.”

– Robert Gordon, Board Strategy Consultant –

“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 –

“Julissa is a talented communicator and creative thinker, with a deep interest in ensuring clients actually follow through on agreed business outcomes.”

– Director of US-based international brand agency –

Book a leadership discussion today.