Optimised, Engaging Brands

Brand Strategy

Respecting the Brand, as a key Business Asset

Brand strategy is produced by incorporating data, engagement, evaluation, affinity tools and techniques, along with best-practice brand marketing frameworks guaranteed to improve perception, add contextual value and demonstrate real meaning to the brand.    

Brand Architecture:  Why So Important?

 

Brand Equity THE HIGHER MIX

Copyright THE HIGHER MIX

Consider the Whole Brand Equation.   

Our strategic approach galvanizes more conversion externally and drives internal employee engagement and buy-in.    Partnering with internal change teams to bring you research specialists, brand experts and agile digital marketers to address brand challenges, and the specifics of audience needs.

Never will we adopt a ‘commodity’ approach to branding – that lacks integrity.  Likewise, we never chase trends in pursuit of relevance either.   What we do is demonstrate that very clear linkage and interplay between a brand, its culture and leaders.  Highlighting the collective impacts those have on operations and the employee experience.   

Moving beyond product portfolios, targets, content or communications to assess /re-position a brand, and deeply examining critical drivers of culture, talent and leadership impact. 

Brand Strategy, Marketing Services

  • Facilitation of complete Rebrands, Re-positioning, Revitalisation or Re-invigoration 
  • Growth Strategy (portfolio, product, range optimization, repeatable quality experiences) 
  • Define, preserve brand/business DNA
  • Integration of brand into business fabric, with your leaders (motivation, actions and alignment)
  • Transforming brand identites, M&A’s   Merge two brands; illustrate and internalise the new brand to be 
  • Hive out low-impact, non-performing brands
  • 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
  • Naming of Products or Businesses   
  • Compelling (authentic!) brand narratives
  • Visual / Verbal Identities – unique brand voice, visual equity and distinctive appeal
  • Internal Branding Brand Engagement: embed and align with teams
  • Customer conversion – share of walletpollinate cross-channel where important audiences connect
  • Organisational change strategy.

Tonality & Totality

Brand Drivers, Company Branding Model  The Higher Mix

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, faster your organisation builds positive identity and loyalty.   

Brand experience is an operational consideration hinging on effort and commitment of your people.  Takes active management of cumulative effects of multiple number of touch-points and channels over time.

Brand Experience affects consumer satisfaction and perceptions, behaviours and attitudes of team members affects the credibilty, speed and impact of a brand’s personality (associations / actions of it).    While there’s a complexity to the different experience dimensions: sensory, affective, intellectual, and behavioral, when companies get this combination right, it delivers unique experiences that truly motivate.