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 also as a trust-builder and for appeal – esp. in convoluted, crowded markets.  

Cultivating image, and the right perceptions in team and consumer minds

Brand Protocols (Brand Identity)  The Higher Mix

Brand Identity is what identifies and distinguishes one organisation or product over another.  Directly influences how organisations identify themselves and want to be perceived in a market.   Giving both consumers and potential talent the grounds to instantly relate, connect into the services, new products or company.      

Protocols are the foundations, and heart of any Brand


Brands are complex, esoteric subject matter –  mostly because they’re created in the mind.  Check out our  image at right.  Notice how  Brand Identity is 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 and target market consumers?  

Uniquely, we term these brand protocols.  Select mental and functional associations which are’nt always just ‘reasons-to-buy’ either.   Typically, they are the purveyors of mind-share, familiarity, differentiation; assurance to customers and internal 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

Activate buyers by establishing immediate connection between consumer desire and your product, service or technology.   This leads to increased 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 brand marketing and agile implementation of this strategy.   

Owning 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 differentiation over competitors, and which actions are going to more deeply connect and convert customers (and 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 Visions
    •    Brand Attributes – key features and capabilities of the organisation
    •    Brand Benefits – sets of emotional/functional benefits converting target markets 
    •    Values / Beliefs – deeper emotional connection between the brand and teams; and hence markets
    •    Brand Personality:  tone of voice, creativity, imagery and visual language
    •    Brand Essence:  consensus on smallest expression of what’s unique (and special) about your brand.