Has expeditious growth of new products or a service line left a Value Proposition cloudy, diluted? Is it confusing or isolating customers?
Perhaps series of M&As or re-brand has lacked the necessary engagement (cultural integration?) Or products, services were introduced with scant understanding of just how they fit into a far bigger picture?
Maybe you’ve ended up with an out-of-control product portfolio that is difficult (expensive) to manage? All branding scenarios The Higher Mix can help counter.
Through any conceivable brand restructure or re-vitalization; we start with brand architecture; necessary imperatives an organisation needs to meet its current / future requirements and optimal brand positioning.
In other words, The Higher Mix does the deep strategic stuff.
Examining, re-examining, clarifying or simplifying brand models – structural, strategic and relational aspects of brands in the portfolio, setting (resetting) future business strategy and direction, with outcomes delivered in the most agile, thoughtful and logical manner.
In a nutshell, brand Architecture equates to CLARITY.
Externally, it reflects your corporate strategy. Internally introducing the criteria (empowered guidelines) for more effective brand decision-making from teams.
For any organisation considering a re-brand or re-position, careful preparation and insights become necessary. Can (and does) turn pear-shaped pretty fast when companies approach this exercise as a ‘creative project’ re-brand only.
A process addressing a whole range of ‘decision rules’ for company structure, naming, creation of new brands, entities interplay, key audiences, narratives and more (and creative agencies simply aren’t geared for, or equipped, to be able to facilitate those sort of projects.)
Brand Architecture is a business imperative – if for nothing else, but for those far-reaching ramifications on the future business strategy the organisation aims to develop. Getting the process right translates into greater confidence internally, and for external stakeholders, real clarity on strategic direction for both the brand and its business. Brand consistency with a high degree of trust baked in.
We understand what it takes to make end-products and services into qualified successes and evolve business’ commercial growth trajectory. Email our Brand Strategists for a Chat
Assessing and establishing logical brand architecture for new or existing brands to: