Optimised, Engaging Brands

Brand Identity

Branding sways talent, customers and markets more readily to the decision corridor; influencing people’s perceptions, engagement and building credibility.  Vital too for building trust and appeal, esp. in convoluted, crowded markets.

What is Brand Identity?

Brand Identity involves cultivating a certain image and perception in consumer’s mind.  Identifies, distinguishes one organisation or product over another.

Directly influences how your organisation identifies itself, wants to be perceived in a market and gives consumers and potential talent grounds to instantly relate, connect into your services, product or company. Brand Protocols (Brand Identity)  The Higher Mix

 © The Higher Mix

Protocols: At The Heart Of Any Brand


Brands are complex, esoteric subject matter, mostly because they’re created in the mind.

Looking at image above; notice how Identity is the aggregation of organisational vision, brand image and personality, brand promise to stakeholders, and competitive advantage – incl. consideration of feelings, thinking, perceptions, expectations of internal teams, target market consumers?

These are what we uniquely term brand protocols.  Bundle of select mental and functional associations that aren’t always ‘reasons-to-buy’ either.  Those protocols will typically act as purveyors of mind-share, familiarity, differentiation; the assurance to your customers and internals teams that you are who you say you are.


Managing Interplay Between External-Internal Brands

Strong brand identity improves awareness of your company or product, its style and appeal, motivates teams and drives allegiances, pride for the company.

Brand Identity

Activates buyers by establishing immediate connection between consumer desire and a product, service or entity.

Leads to brand loyalty, preference, credibility, favourable pricing and stronger financial returns.

The Higher Mix assists organisations to craft, position and to communicate stronger brand identity to consumers (and internal teams) through powerful branding marketing and agile implementation of that strategy.

We own proprietary company branding frameworks, tools, best practice processes that build far stronger brand identities and positioning. We channel your deeper understanding and comprehension of touch-point impact and the interplay/ effect being had upon your organisation’s reputation, image and business operations.

Brand Strategy (Brand Identity is part of this) defined as the tactics, methods for this differentiation over your competitors, actions that will deeply connect and convert customers (and your internal teams, for that matter…)

Brand Identity Services:

  • Brand positioning (Mind-share, Distinctiveness, Differentiation)
  • Review, Measure Brand Equity
  • Brand Meaning:  Resonance Sources – Key Messages, Narratives (audiences, personas)
  • Customer Value Propositions (CVP)
  • Employee Value Propositions (EVP)
  • Online Value Proposition (OVP)
  • Define, Redefine Brand Protocols:
    •  Overarching, shared Vision
    •  Brand Attributes – key features and capabilities of the organisation
    •  Brand Benefits – sets of emotional / functional benefits converting target markets
    •   Values / Beliefs – deep emotional connection between your brand and team ( and hence the market)
    •  Brand Personality – tone of voice, creativity, imagery and visual language
    •  Brand Essence – consensus on smallest expression of what is unique (and special) about your brand.