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As an employee of FKP you need to be proactive and protective about the FKP brand. At the heart of this is knowing and understanding what FKP stands for, and the ideas and principles that drive us as an organisation. We have articulated these in what we call our “Brand Story”. This narrative explains not just where we have come from, but also our philosophies and objectives that we have going forward. Brand Stories are by their nature aspirational. Our Story will act as a focus and a benchmark against which we will look to judge how we behave and what we say about ourselves.
Our Story
For more than thirty years, FKP has matched Australians and Australian companies with the properties they have been searching for. We understand this country’s relationship with its land. We have helped thousands of Australians to find the right place to live, work, retire or invest.
And over time, we have come to recognise that actually what we do is not just about quality buildings or superbly sited blocks of land. It is about what happens in, around and between those structures and survey pegs that really excites us. It is about the extraordinary changes that those environments stimulate in people.
It is here, within these spaces, that people gather a stronger understanding of them and come together with others to form communities. And in time, those communities come to express the shared belief systems that people have, the principles they agree to live by, the things they count and hold as most dear, the ways that they see identify them as a group and signal their distinctiveness to others.
At FKP, we understand that where you work, where you live, where you gather, where you shop, and what you invest in, says a lot about you. As we work through how and where Australians can gather together to work, live and play, we are doing our part to change how people can choose to live in Australia. We are making this an even luckier country for the people who trust us.
Every day, thousands of people sit in parks we created. They gather in areas we dreamt up to have dreams of their own. They work in places that we brought to life. They invest in buildings that we saw the potential in. They call these spaces home. Or work. Or part of their investment portfolio. The point is, they tie them back to themselves. They see them as having a place – sometimes a very important place – in their lives.
Australians benefit from what we bring to the projects we work on. Our goal is to continue to bring our expertise, knowledge, experience and vision to as many projects as we can. Now. Tomorrow. A generation away.
So it is not about having one type of development, one sort of land project, one style of retirement village, one construction style or a singular investment approach. For us, it is about drawing on our diversity and consolidating and integrating the vast knowledge we have to achieve positive life changes for as many Australians as possible.
It is about versatility. And access. It is about bringing to life what we can, where it will most count, for a return that works for our security holders. And it is about giving our customers the opportunity to pursue what counts for them in their lives.
It takes creativity, vision, experience and instinct to see these things. We have to be a dreamer and a problem solver, a can doer and a deliverer. We can not be daunted.
At FKP, we have never lost the ‘go get it’ spirit that grew us into a national company. But we also recognise that alongside that there must be the responsibility for getting every detail right. And if what we are doing is going to last, and if we are going to grow with confidence, then we also need probity, surety, rigor, and the absolute faith of our backers. We need to perform. We need to impress. We need to reassure. We need to account. We need to bring more to everything we do than others see. That is what will bring the potential we have as a company and our Brand to life.
Story Elements
There are some very important shifts in emphasis packed into our Brand Story.
Understanding the significance of these shows how our view of our business is shifting, and the spirit of FKP that we are looking to capture through the consistent use of our Brand Tool Kit and our wider communications.
We talk about spaces not places: This is because we want to shift our emphasis from what we build to what we create for people through our properties, projects or products we are involved with.
As the Story says, 'what we do is not just about quality buildings or superbly sited blocks of land. It is about what happens in, around and between those structures and survey pegs that really excites us. It is about the extraordinary changes that those environments stimulate in people.’
We talk about Australia, not Queensland, not even the East Coast: This is a big shift in emphasis, but it is important because we want to be a company that is known across Australia, not just in a few States.
We are proud of our history: We have more than thirty years experience behind us, and we need to be proud of that. It has got us this far, and it has given us an entrepreneurial spirit that we are very proud of, and that we cannot lose. But equally, we can not allow the past to hold us back. We need to keep moving forward.
We have responsibilities as a public company: It is great to be able to tell people we are publicly listed, but the other side of that is that we have investors that we are responsible to. Our Story reflects the fact that they need to see us performing – and the way we use our Brand is a simple but effective way of signalling that. |