"So, here’s my pitch to Liberals across Australia, as they face up to the possibility of being out of office at State and Federal level, and prepare for the task of rebuilding their brand.

Consider, even in opposition, the resources available to you. Millions of dollars. A network that covers Australia. Relationships with businesses, universities, think tanks, policy makers, and global thought leaders. Consider how, over the course of the next three to six years, those resources could help to facilitate extraordinary changes in communities across Australia.

Think about finding ways to promote strong Liberal themes while out of office. Aim to tell a singular, national Liberal story about your brand (or values if you like) that cuts across all states and candidates. Allow people to experience Liberal politics in action.

In short, you should be in politics to try to make things better, not win votes. If you’re not, then get lost, you’re a cynical no-hoper. But, if you are in politics to make things better, then you shouldn’t need to win an election before you start trying.

So, if you want people to believe that Liberals (at State or Federal level) will manage finances better, then create a financial literacy programme for schools and disadvantaged communities.

If you want people to believe that Liberals will support entrepreneurs and start-up businesses, then use corporate connections to provide business master classes, and create an awards scheme for Australia’s best young business and social entrepreneurs.

If you want people to believe that Liberals are tough on crime and trustworthy on national security, then find ways to promote and support the voluntary organisations that seek to rehabilitate and refocus wayward young people.

If you want people to believe that you understand the challenge of climate change, then sponsor talk programmes and research papers by non-partisan global experts.

If you want people to trust you again with issues like health, education and transport, then find ways to show that you both understand and care. Run free school buses in areas that are poorly served. Provide after-school classes to kids with learning difficulties. Take advantage of your resources, people and money. Make a difference and mean it.

If you want people to engage with you online, give them something worth spending time with. If you want people to believe that Liberals will support vibrant local communities, create locally-focused websites where people can find and recommend tradesmen, where new mothers can connect with each other, and where young people can seek work.

Think in terms of a long-term journey to sell your brand into every community in Australia. Use you energies, time, and money to do what’s right and don’t expect to be rewarded. Ignore the temptation to get involved in a sales frenzy. Stay positive and focused on you, your brand, and your target audience.

Consider what adopting an experiential philosophy could mean for how you go about the business of opposition. Think about creating experiences that reflect your brand and values as well as your policies. Understand that you have to earn the right to spend time with people. Recognise that you have to give in order to receive. Be authentic, and doing things with real meaning and purpose.

Think about it Liberals. Because a decade in opposition is no fun. Just ask Labor."

Matt Jones is a Creative Strategist at Jack Morton. Previously, he was Chief Political Adviser (Communications) to the UK Conservative Party.