The Brand Strategy and Digital Intersection

Multichannel Marketing Strategy

Search Engine Marketing, Social Media Marketing, Search Engine Optimisation and Influencer Marketing using automation, analytics for start-ups or established companies.
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Compelling Communications

Digital strategy and web development and content marketing. We help you put requirements together to deliver stylish, responsive and highly functional marketing websites.
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Brand Image and Positioning Strategy

Gain insights on the marketplace and reveal ideas on how to appeal to different segments, and understand the best channels to reach them. Translate your image into identity and brand performance.
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Social Media

The brand strategy and digital capability intersection has huge potential for  digital marketing your business and changing the ways you choose to present both your content and your offering, and there is a huge scope to excite and impress ever savvier consumers using digital technology. Audience segments specific messaging is possible because of social media and this should be exploited to the hilt, to address the interests and concerns of individual segments if relationship building is to remain authentic and be sustained. The brand strategy and digital intersection here provides the axes of the message – the what to the who and digital marketing capability enables carrying the message. People are critical to maintaining this flow. Employees must be completely clear on principal brand architecture elements and be able to communicate in the brand voice and in alignment with the brand’s positioning. This takes time, but in the quest for resonance, it pays to invest with in this process with a long term view in mind.


Your content should ensure that you stand out and is in keeping with your positioning. All communications should dovetail and be in the voice your customers are learning or have learned to expect from you. As well as brand building, content should be used to educate, entertain and above all reinforce the brand benefits and values that customers will recognise as aligned with the brand personality. This makes blending brand strategy and digital capability a worthy concentration for brands intent on growing.


It’s interesting to reflect that there is no practice stream that we deal with that does not have CX as an integral part of improving and embedding, whether it is for positioning or for processes! In the case of Digital Marketing, it’s necessary to understand all the points of the customer journey and all the points at which your target segments engage with, communicate with or otherwise consume outputs from your business. This allows insights into where to reach them and what messaging – relationship building, information providing or marketing, to provide at every stage.

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Define a Winning Brand Strategy

Defining a winning brand strategy is something many companies are realising is critical so you are far from alone in looking for partners to help. Iconify teams’ key goals are to help you gain clarity on your company’s core strength, vision and evaluate the current business and operating environments in order to realign processes to match purpose and vision and create a roadmap to amplify brand love, power and loyalty.

Branding Methodologies

When we start discovery to define a winning brand strategy, we begin by using the brand values and identity lessons to start to create a visual framework for depicting and representing the psycho-graphic case for your brand and its products.

Our branding methodologies also  seek to honour your customers by understanding who they are and what your brand means to them on several levels, and how reinforcing these themes can propel more customers to buy in to the brands products, which act as bulwarks for when the brand is navigating choppy waters.

Using our STORI framework, we’ll help you work out how to make your customers feel valued, to ensure your business doesn’t get lost in an increasingly congested market.

We will reframe your brand story and what your offering means to your customers and if your brand makes them feel valued, using our STORI framework.

Brand Research

Positioning Strategy

Brand Purpose and Values

Inside Out Brand Strategy

Brand Strategy encompasses the principles, purposes and values running through what you do, why you do it and why it means something to people and how that translates to how you do what you do.

Our goal in defining a winning brand strategy is to concentrate focus and gain clarity on your company’s Core strength, vision and evaluating the current business and operating environments to realign the brand process to match it’s purpose and vision and create a roadmap to amplify band love, power and loyalty.

We help you set or reassert your brand vision and create a strategic plan to implement it and help you make purpose driven, brand led decisions to fine tune options on your target market, strategy and new ideas to realise higher ROI, stronger and more resonant reputation and clarity on CX improving activities.

Brand Comms

Brand Communications for the Life of your Brand

The value of communications and interactions undertaken prior to adverse events is of great importance, but the quality, speed and clarity of communications in adversity is critical. We call this the The Brand Risk Axis, and it’s how we plan, profile and police your communications at the moments it matters most.

Winning Brand Communications

New Brand Communications

Verbal Branding and Straplines


Communications and Strengths Converge

We exist to build brands. We want to create the next generation of iconic brands in all categories. Brands that are resonant, have attitude and swagger and really speak to their target market. In a highly commoditised environment, almost nothing is new, except perhaps in the world of emerging tech – more on that here.
But if almost nothing is new, differentiation assumes ever greater weight and positioning becomes pivotal; your business will live or die literally more or less to the extent that it is possible to find a position for it in the mind of your tribe. A great product has value but that value is ascribed by the position it occupies in the mind of the people to whom we seek to attract.
That leads to the next point and of equivalent weight – the ‘goodness’ of/in your offering ultimately comes down to perception — so it’s subjective — so it is predicated on what the target segment you are targeting feel about, see and receive the offering. How well your offering fits them and their ideas about the world they inhabit. Make no mistake, most people are never sharing the same reality as the next group of people. This more than anything, determines the degree to which the attributes that make your offering ‘great’. Call us, let’s create the next iconic brand. 0208

Brand Development and Strategy Advisory

Brand Development and Strategy

At our Brand Development and Strategy Advisory, we use rigorous and a holistic approach to developing insights that can inform and ground  a Brand strategy that is inspiring, and that encompasses the purpose and objectives of your brand in order to address your business brand and CX (customer experience) objectives. Focusing on inside out branding, we elicit the core essence of your brand and your people to define the voice of your brand and develop an enduring concept and also have the capability to review and implement constructs that will support your great brand. We work with our ambitious clients to pinpoint potential market opportunities and value and capture these through making improvements in the business process using transformation, innovation or automation.

We provide guidance in building Business Models for new business or re-engineering and embedding a new business model to really help your brand operationally. With clarity on how the business model creates value, your Business Strategy can be revised with the firm footing fueled by the sector research and data analysis that we undertake to create a clear strategic and operational pathway to make the objectives of your enterprise achievable.

Understanding the primary factors of relevance and drivers of resonance from your brand’s uniqueness and authenticity, our brand development and strategy advisory team use these insights to help clients build a foundation for employee culture, behaviours and functional practices, that are linked to ideals and goals of your brand’s CX, to effect a lasting Brand Transformation.

Creative strategy drives the creation of an initial shell for your brand to use as a  proof of concept to  test the marketing and to pivot if it is not a fit in Brand Development. With purpose, positioining and customer defined, and  with a strategic mindset, there is then a  great ability to relate a narrative that captures the distinctive essence of your brand that informs fantastic brand design that strikes the right emotional connection with your target market.


Where do you belong in the world of your customers’ minds, in the spectrum of ideals and at the heart of their wants and needs? Our brand strategy and development advisory team explore these fundamentals through positioning strategy to carve out clarity on available and potential markets to claim a position where your brand can shine. Where do you stand? Let’s help you work it out.

How we can help you break out, get heard and grow

Purpose and Positioning

Strategy experience and analytical expertise combine to enable decision making and create value.

Ideas and Concept Generation

Strategy experience and analytical expertise combine to enable decision making and create value.

Brand Communications

Strategy experience and analytical expertise combine to enable decision making and create value.

Clarity, Creativity, Compelling

Iconify bring perspective, insight and clarity to the work we do with our clients, in our brand development and strategy function, to ensure we develop only strategies aligned to your brand purpose and business strategies consistent with that.

Iconify’s Brand Purpose Driven Framework informs our strategic process for business transformaton, brand creation and positioning and marketing, and is the basis of the work we do in CX Remodelling, and brand communications.

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