Optimised, Engaging Brands

Brand Architecture

Supporting M&As and Business Ambitions

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.

Higher Order of Rational

Through any conceivable brand restructure or revitalization;  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.

Brand Architecture:  one of the most difficult of all brand management tasks

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 reposition, careful preparation and insights become necessary.  Can (and does) turn pear-shaped pretty fast when companies approach this exercise as a ‘creative project’ rebrand 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.

M&A Support

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:

  • 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?
  • Transition other brands to the parent brand
  • Illustrate connections in organisation’s portfolio (brand associations, linkages, 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.)
  • Ascertain dominance of certain brands (recessive brand identity/ies)
  • Naming conventions
  • Pricing, Price points
  • Overcome channel conflicts
  • Create distance if required between offerings
  • Increase value flow / visibility to customers
  • Engage teams internally for uptake and advocacy of the new business.
  • Improve brand appeal > market segments (needs, narratives.)