Any business that manages more than one brand as part of its portfolio technically has a ‘brand architecture’. If you don’t have a bespoke strategy for your brand architecture that has been adopted across the entire organisation, then chances are you aren’t adopting the most effective approach to managing and communicating your brands.
Brand architecture provides clarity regarding how an organisation’s different product / service offerings relate to one another and the hierarchy within which they should sit. A brand architecture strategy or brand architecture framework helps to guide decisions regarding the appropriate number and mix of brands, how they should interact with one another and how they should be promoted. It also informs new brand development and visual identity decisions.
A brand is an extremely valuable tool, but only when managed well. A single view of brand architecture ensures consistency of decision making and better brand management.
Talk to us today about whether a brand architecture strategy could benefit your business.