Optimised, Engaging Brands

Brand Architecture

Supports Business Ambitions

Has expeditious growth of new products or a service line left your Value Proposition cloudy, diluted?   Is it confusing or isolating customers?

Series of M&As or re-brand lacking the necessary engagement component (cultural integration?)    Products, services introduced with scant understanding of just how they are to fit into a far bigger picture?   Maybe you’ve ended up with a massive, out-of-control product portfolio that has become difficult (expensive) to manage?   Few branding scenarios The Higher Mix is helping clients to counter every day.

Higher Order of Rational

The Higher Mix supports organisations through all conceivable brand restructures and revitalization.   Not only delivering stronger brand architecture,  introducing a raft of critical imperatives to meet your company’s current / future requirements and brand positioning.

In other words, we do the deep strategic stuff. 

Examining, re-examining, clarifying or simplifying brand models | brand architecture.  Covering off on all the structural, strategic and relational aspects of brands in your portfolio.   Setting (resetting) future business strategy and direction – all these outcomes delivered in the most agile, thoughtful and logical manner.

Brand Architecture:  One of the most difficult of all brand management tasks.

Brand Architecture equates to clarity.  Externally, reflective of the corporate strategy.  Internally, introducing the criteria (empowered guidelines) for more effective brand decision-making from teams.     Effectively addresses a whole range of ‘decision rules’ for company structure, naming, creation of new brands/  entities, key audiences, narratives and more.

For any company considering a re-brand or reposition, careful preparation and insights become necessary.   Because it can / does turn pear-shaped pretty fast if a business treats this exercise as a ‘creative project’only.   Brand Architecture has to be approached as a business imperative – if for nothing else, but for the far-reaching ramifications on future business strategy a company aims to develop.

Getting the process right, translates into greater confidence internally, and with your external stakeholders real clarity on strategic direction for the brand and business. 

Brand Architecture Support

We understand what it takes to make end-products and services into qualified successes and to evolve any business’ commercial growth trajectory.

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Assessing, establishing logical brand architecture for new or existing brands to:

  • Introduce common framework, capabilities required to create | manage brand portfolios, growth initiatives
  • Determine overarching branding approach to adopt – e.g master brand, sub/brands, endorsed or combination?
  • Illustrate connections in organisation’s portfolio (brand associations, linkages and hierarchy)
  • Specific levels of branding (consider current | anticipated branding situations)
  • Measure existing brand equity to inform decisions
  • Evolve brand/sub-brand systems for adaption and flexibility
  • Decide on treatment of acquired brands (downstream steps giving teams and customers what they need, when they need it.)
  • Transition other brands to the parent brand
  • Ascertain dominance of certain brands (recessive brand identity/ies)
  • Overcome channel conflicts
  • Create distance if required between offerings
  • Increase value flow / visibility to customers
  • Naming conventions
  • Pricing, Price points 
  • Improve brand appeal > market segments (needs, narratives)
  • Brand consistency with high degree of trust baked in.