Brand Architecture

Particularly when it comes to companies with large portfolios, building a brand architecture framework is essential to creating a clear picture of your organisation and its offering. Brand architecture allows the market to understand your products or services and where their interests and your offering intersect, while also having a wider view of the scale of your operations.

Through a well-defined brand architecture, products and services are organised in a clear and comprehensible manner that lucidly illustrates how each element aligns with the company’s overall brand values, goals, and purpose. A clear framework makes it possible for external parties to understand the breadth of what is offered and how the different parts of the organisation work together, the linkages between main brands and sub brands, between employees and customers.

Internally, it can be an exercise in analysing whether brands fit together in one coherent offering, whether each brand is sufficiently unique, differentiated, with a clear role within the portfolio. We can explore the appropriateness of naming and how brands and sub-brands relate to each other, and identify where redundancies exist. The organisational framework created can be used to guide and monitor brand strategy on an ongoing basis.