Optimised, Engaging Brands

Brand Strategy

Our mandate is to highlight and deliver the authenticity, gratification and fulfillment customers (and your team) want from the brand.

No other brand consultancy develops brands in quite the same way as we do.

Transforming Brands into Key Business Assets

Our brand strategy is produced by incorporating analysis, engagement, affinity tools and techniques, along with best-practice brand marketing frameworks that are guaranteed to improve perception, add contextual value and demonstrate real meaning to brands.

We operationalise brand strategy that breaks with category convention, show organisations how to deal with highly fluid marketing environments and get great brand marketing results fast.

Brand Architecture – Why So Important?

Brand Drivers, Company Branding Model  The Higher Mix

Consider the whole brand equation

With teams of research specialists, brand experts and agile digital marketers combining to understand and address audience needs – we galvanise more conversion externally and drive internal employee engagement and buy-in.    Never will we adopt a ‘commodity’ approach to branding, this lacks integrity.  Likewise with trying to chase trends in pursuit of relevance either (because this is downright dangerous to the brand.)

What we do is demonstrate the very clear linkage and interplay between the brand, its culture and leaders inside organisations.   Highlighting collective impact those elements are having on operations and the employee experience. Moving beyond product portfolios, targets, content or communications to assess and re-position brands by more deeply examining those increasingly critical drivers such as culture, talent and leadership impact.

Brand Strategy and Marketing Services

  • Facilitation of  Re-brands, Re-positioning, Revitalisation & Re-invigoration of Brands
  • Hive out low-impact, non-performing brands
  • Growth Strategy (portfolio, product, range optimisation, repeatable quality experiences)
  • Integration of brand into business fabric:  behaviours, motivation, actions
  • Define, preserve your brand’s/ business DNA
  • Key components framework for building successful brands; assessment to definition, strategy to launch, measurement to optimisation.
  • Support the brand build with latest business/market/competitive intelligence
  • Determine Brand Architecture business, brand models, line branding, applications and more
  • Go-to-market (strategy to identify, isolate equity, incremental gain)
  • Craft, socialise overarching visions linked to strategic priority areas (SPAs)
  • Full scale implementation: process, practices, touch-points
  • Brand, Product and Business Naming
  • Visual and Verbal Identities:  unique brand voice, visual equity, distinctive appeal
  • Compelling (authentic!) brand narratives
  • Internal Branding, Brand Engagement: embed and align with teams
  • Customer conversion – share of wallet, pollinate cross-channel where important audiences connect
  • Organisational change strategy.

Tonality and Totality

Brand experience causes people to “feel” a brand

How any brand is experienced effectively becomes the brand in customer and team minds. More compelling the experience, the faster your organisation builds identity and loyalty.

Brand experience is an operational consideration that hinges intimately upon the effort and commitment of people.  Although, managing the cumulative effects of multiple touch-points, multiple channels over time sees many companies failing dismally.

Brand experience affects consumer satisfaction and perception primarily because of the behaviour and attitude of team members;  indirectly through brand personality (associations and actions of the brand).

Context, content and messaging: a triad of potential

Complex these differing experience dimensions: sensory, affective, intellectual, and behavioural – but when companies get the combination right,  delivers unique experiences that truly motivate.

Brand experience is quite distinct from other brand measures; and some of our services incl.

  • Transform Brand Identity illustrate the brand; convert to reputed brand experiences
  • Personalise messages, content, context (significantly impacting on customer experience /overall brand experience)
  • Personalise brand engagement zones
  • Define order of customer interactions with your brand
  • Deep understanding of demographics (needs, media, where they value, the responsiveness of action-based tools).
  • CX/Bxp expectations based on demographics of segmented markets
  • Introduce analytics | metrics integral to marketing efforts.