Communication Agency Brussels - Your Partner in Design and Brand

#SmartStandards for smarter lighting, A new brand identity for the Zhaga consortium

The new brand is the result of a prolific rebranding process made within an intimate creative dialogue framework involving the Zhaga’s team, their members and the multidisciplinary staff of the communication agency inextremis.be.

The Zhaga Consortium is a global lighting-industry organisation that aims to standardise interfaces of components of LED luminaires, including LED light engines, LED modules, LED arrays, holders, electronic control gear (LED drivers) and connectivity fit systems.

Zhaga creates new opportunities for the lighting value chain, including innovations that go beyond lighting.

The “Z” logo proves the certification of interoperable components. It provides a secure means to identify components that can be upgraded and serviced.

Since its founding 26 years ago, the agency’s branding process is built on this premise: for being a real asset, the brand strategy must be aligned with the overarching strategy of the organisation.

A powerful brand strategy presents a central unifying idea around which all behaviour, actions, and communications are aligned. If an organisation wants to be perceived in a certain way, everything must sustain that aspired identity.

When an active brand strategy is created and then implemented clearly and consistently, your brand becomes a real long-term asset for your organisation.

A strong brand enables you to communicate your DNA adequately to your targeted audiences.

inextremis.be helps you clarify and define a brand strategy that strengthens your organisation’s very existence.

The Belgian communication agency helps your organisation to convey the relevant message consistently in all of its communication.

More information:
https://www.zhagastandard.org/
http://www.inextremis.be

The added value of an adequate brand architecture

You might be assuming that your brand is too small-case to benefit from brand architecture. But brand architecture is not just for global corporations:  the idea behind brand architecture is to make your strategy clearer.

Any brands can see measurable improvements in performance by organising and hierarchising their visual expression. Despite your organisation’s size, an effective brand architecture enables you to segment your messages so that each of your target audiences hears what is specific for them.

When brands and sub-brands are architected in an intelligent, intuitive way, your communication efforts become efficient. Clearly articulating the names of your sub-brands and the messages they have increases the efficacy of your brand positioning.

A brand with clear brand architecture is a brand that is thinking about future growth. By building an intuitive brand architecture, you set the stage for an extension. Your brand becomes a modular entity fit for the addition of new sub-brands.  

There are various ways to architect a brand. Each architecture type offers a different approach to leverage (or not) the parent name.
With APPLiA, Home Appliance Europe, we have a strong master brand that leverages its strength with national associations that feature the master brand name modified by a national description.

APPLiA is a Brussels-based trade association that provides a single, consensual voice for the home appliance industry in Europe.
It promotes the industry’s general mission to increase product innovation while reducing the environmental impact of appliances.
The APPLiA brand architecture capitalises on deep audience loyalty—its target audiences care about the brand promise they know and love.

The APPLiA brand is the result of a rebranding process made within an intimate creative dialogue framework involving the APPLIA’s team and the communication agency Page in extremis.

For APPLiA’s Director-General, Paolo Falcioni, the brand image is a logical consequence of an analysis of what the organisation is and how “an innovative, sustainable and forward-looking industry deserves to be represented”.

Since its founding 25 years ago, the agency’s branding process is built on this premise: both the organisation strategy and brand strategy must grow together toward a common goal.

An effective brand strategy presents a central unifying idea around which all behaviour, actions, and communications are aligned. If an organisation wants to be perceived in a certain way, everything must support that desired identity.
When an active brand strategy is created and then implemented clearly and consistently, your brand becomes a real long-term asset for your organisation.

A strong brand enables you to express your core values effectively to your targeted audiences.

Page in extremis helps you clarify and define a brand strategy that explains your organisation’s very existence. The Belgian communication agency helps your organisation to convey the appropriate message consistently in all of its communication.

More information:
http://www.inextremis.be

Zhaga is a global association of lighting companies that are standardising interfaces of components of LED luminaires. Zhaga develops specifications based on the inter-related themes of interoperable components, smart and connected lighting, and serviceable luminaires. This helps to streamline the LED lighting supply chain and to simplify LED luminaire design and manufacturing.

The consortium is market-oriented and works in the best interests of lighting-industry stakeholders. Zhaga is creating a set of Interface Specifications, known as Books, which define the conditions necessary for interchangeability.

Zhaga aims to expand its outreach to a larger group of companies comprising installers, specifiers, architects, and end users. Recently, the Zhaga Consortium has widened its scope and offers a new Community Membership.

The new vision aims for true interoperability and includes the interfaces to sensors and connectivity modules, but also the interface between module and driver. This positions Zhaga as a key enabler of crucial developments in the lighting industry.

In the pursuit of its transformation, the consortium required the communication agency Page in extremis to check its Brand vitality.  

Since 1994, the communication agency is a leading branding firm performing successful branding missions for international organisations, European associations and global corporations.

Driven in close collaboration by Axel Baschnagel and the Strategic multidisciplinary team of Page in extremis, the audit started with two surveys targeting internal and external stakeholders of the consortium. The analyses of the answers followed by a visual audit and recommendations have been presented to the members of the Zhaga Promotion Work Group meeting in Noordwijk (the Netherlands) in early February.

In the light of the insights unveiled by the study, the consortium has decided to entrust Page in extremis with the mission to guide the organisation in the definition of a new Brand strategy aligned with the recent change of the organisation and its enlarged vision.

Page in extremis has over 25 years of experience in guiding organisations on the road to defining and articulating their uniqueness.
Page in extremis builds brands and strengthens the reputation of leading organisations, European associations, and global corporations.

Based in Brussels, the agency can help you define the essence of your brand and formulate its differences in a very positive relationship with its environment and all its stakeholders.

More information: www.inextremis.be

How to integrate the digital dimension into your rebranding?

The fast-paced world of digital media is a real challenge for organisations.
Nowadays, when building brands, it is essential to consider a precise understanding of the strategic impact and the tactical issues around the digital environment of the brand, particularly as social media have a significant role to play with communication.

The perception of our brand and reputation is more and more the sum of our online experiences that is why we need to understand how digital are impacting the target audience’s perceptions of us and we need to do this measurably.

Of course, your target audience has every experience of you:  from your business cards to the tone of voice of your best opening speech but, now, all of these things are tied together by the online experience.
We can we can receive your coordinates over your email signature, and follow your talks through youtube or live streaming.

The number of different online touchpoints are expanding: website, web platform, online campaigns, e-newsletters, e-survey and many others social media.

It’s true that the majority of organisations are not using social media effectively, but they are doing more of it!

Because of all this, the meaning of the digital dimension of your brand must be considered from the starting point of your digitalisation process.

The transformation of CECED into APPLiA, the home appliance European association is a perfect example of “How to blend the digital dimension into your rebranding?”.

APPLiA is a Brussels-based trade association that provides a single, consensual voice for the home appliance industry in Europe.
It promotes the industry’s general mission to increase product innovation while reducing the environmental impact of appliances.
The home appliance industry is an essential European economic player.

The rebranding of the association has embraced all the digital aspects of its communication activities. The APPLiA’s website has been redesign, video interviews have been incorporated into the youtube channel, all the other social media have been reconfigured, and a consistent look and feel has been defined for the social presence, full online publications have been developed, email signature and a campaign website were also a part of the rebranding implementation. All of that was established in the framework of a digital presence strategy defined collaboratively during the initial strategic workshops of the whole branding process.

All the phases were driven by APPLiA’s management in collaboration with the communication agency, Page in extremis.

Based in Brussels, the communication agency can help you define the essence of your brand and formulate its differences in a very positive relationship with its environment and all its stakeholders.

Page in extremis builds brands and strengthens the reputation of leading organisations, European associations and corporations.

Interested in partnering with Page in extremis?

For more information:
http://www.inextremis.be

After 60 years of history, the home appliance sector in Europe will be represented by the fully modernised association, now called APPLiA.

For APPLiA’s Director-General, Paolo Falcioni, the new brand image is a logical consequence of an analysis of what the organisation is and how “an innovative, sustainable and forward-looking industry deserves to be represented”.

APPLiA will be aiming at completing an ambitious mission: to represent the sector, to unify its diverse members into a single, dynamic, political actor, to shape European policy and to empower policymakers by providing them with the knowledge they need to make informed decisions.

The new brand APPLiA is the result of a nearly one-year- long rebranding process made within an intimate creative dialogue framework involving the APPLIA’s team and the communication agency Page in extremis.

Since its founding 24 years ago, the agency’s branding process is built on this premise: both the organisation strategy and brand strategy must grow together toward a common goal.

An effective brand strategy presents a central unifying idea around which all behaviour, actions, and communications are aligned. If an organisation wants to be perceived in a certain way, everything must support that desired identity.
When an active brand strategy is created and then implemented clearly and consistently, your brand becomes a real long-term asset for your organisation.

A strong brand enables you to express your core values effectively to your targeted audiences.

Page in extremis helps you clarify and define a brand strategy that explains your organisation’s very existence. The Belgian communication agency helps your organisation to convey the appropriate message consistently in all of its communication.

More information:
http://www.applia-europe.eu
http://www.inextremis.be
https://www.euractiv.com/section/energy-environment/video/bye-bye-ceced-welcome-applia/
https://www.theparliamentmagazine.eu/articles/partner_article/applia/bye-bye-ceced-hello-applia