The brand architecture is closely related to the business promotion strategy. On the one hand, it reflects the state of affairs at the current stage. On the other hand, a clear idea of the relationship of all elements of the brand allows you to make timely adjustments.
The value of brand architecture for business development
Marketing research shows that the feature of modern companies is their multi-brand.
The structured organization of branded components within one company is called brand architecture.
Suppose your company provides different services, produces different products or consists of several divisions. The rationally constructed architecture of the brand unites them in a clear system, provides order and effective interaction.
You will see and control everything you have, and understand which positions need to be added and which to remove to confidently move forward. This rule applies to both large corporations and small companies. The brand architecture depends not so much on the size as on the company’s brand portfolio.
The brand architecture contributes to:
- Clear positioning of the company in the market.
- Diversification of production.
- Achieving greater interaction with customers and business partners.
- Reduce marketing costs.
- More accurate branding and information sharing.
- Ensuring the coherence of the structural elements.
- Creation and protection of company values.
Types of brand architecture
There are different ways to organize brand architecture. Let’s take a look some of them.
Monolithic type of brand architecture
At the heart of this way of creating a brand is the dominance of the main brand of the company. The main emphasis of the identity is on the unconditional trust of the buyer to his name and reputation. Subsidiaries are given its name and logo with various additions and color options. An example is the FedEx brand architecture.
Endorsed type of brand architecture
The meaning of this architecture is the marketing synergy between the main brand and other brands of the company. In this case, the emphasis is on the visual recognizability of the main brand. Color highlighting is not used. One example of such a model is Apple products.
Pluralistic version of the brand architecture
The difference of this structure is the lack of visible relationship between the company’s brands. Their names are not associated with the main brand, which may stand aside or remain in the shadows. Such an organization is typical, for example, for brands owned by Procter & Gamble.
In practice, the brand portfolio structure of many companies is often a complex combination of different architectures.
How to build an effective brand architecture
Creating a successful brand system and visualizing the identity allows the company to improve business organization and increase productivity, and customers – to get a clearer idea of the brand. All this strengthens the company’s position and opens new opportunities for growth.
The main questions to be answered when starting to create a brand architecture:
- Communication of brands within the company. How strong should the affiliation of the subsidiaries with the parent brand be?
- The composition of the brand portfolio. What products and services should your brand receive?
- Hierarchy of brands. What connections between the company’s brands, divisions, services and products will be a priority?
- Development of corporate identity. What names, logo designs, colors and symbols best identify the brand in the market?
Brand building plays an important role in business development. A strong brand means a strong position in the market.
To create a brand architecture correctly, quickly and efficiently, you should turn to specialists. TSD Branding Agency will help build and improve the brand architecture for the successful development of your business.