What brand architecture do you need?
Posted: Mon Jan 27, 2025 2:21 pm
Seen and unseen. The brand is seen, it is visual identity, verbal identity, aesthetics and it is not seen: it is positioning, personality, values and attributes. It is your secret weapon to attract your buyer persona. We have told you in previous articles, your brand has a very particular function:
A brand is an association of meanings - created - in the mind of the consumer that generates preference towards our product or service. To summarise, the brand makes our client have a higher perception of the value of our product or service compared to that of the competition.>>
Brands are created and maintained, they do not “happen” by chance. We need to do branding , make ourselves known as a business, differentiate ourselves from our competitors, maintain our positioning and thus we can grow.
But are we paying attention to our brand architecture?
Below you will find out what it is, what types there are (monolithic, attached, independent and hybrid), you will see some examples and you will understand what the advantages and disadvantages of each type are, in order to know how to choose the one your organization needs.
What is brand architecture?
Organisations that have more than one brand (a 'portfolio' of brands) express their business, logistics and governance structure through their brand architecture: the description of how they generate identity and value across all their brands.
The architecture shows all the brands and iceland phone number data sub-brands, the relationships between them (and the role each one has) and the power:
Navigation: How do customers easily find the product they are looking for?
Narrative: What is the brand's story?
Consistency: protects the brand's identity and visual heritage
ROI: Make sure you invest money and talent based on the value you want to create.
Brand architecture is a strategic tool that allows us to organize the value generated by our business so that the market understands it well and makes the best purchasing decisions.
It allows us to intentionally create value, because we will organize the business efficiently to improve the allocation of its resources, processes and investment towards initiatives that add value.
Our audiences will better understand our offering, the options available, and have greater trust in us. A clear and well-communicated architecture presents us as an organization that evolves and adapts to new situations.
A brand is an association of meanings - created - in the mind of the consumer that generates preference towards our product or service. To summarise, the brand makes our client have a higher perception of the value of our product or service compared to that of the competition.>>
Brands are created and maintained, they do not “happen” by chance. We need to do branding , make ourselves known as a business, differentiate ourselves from our competitors, maintain our positioning and thus we can grow.
But are we paying attention to our brand architecture?
Below you will find out what it is, what types there are (monolithic, attached, independent and hybrid), you will see some examples and you will understand what the advantages and disadvantages of each type are, in order to know how to choose the one your organization needs.
What is brand architecture?
Organisations that have more than one brand (a 'portfolio' of brands) express their business, logistics and governance structure through their brand architecture: the description of how they generate identity and value across all their brands.
The architecture shows all the brands and iceland phone number data sub-brands, the relationships between them (and the role each one has) and the power:
Navigation: How do customers easily find the product they are looking for?
Narrative: What is the brand's story?
Consistency: protects the brand's identity and visual heritage
ROI: Make sure you invest money and talent based on the value you want to create.
Brand architecture is a strategic tool that allows us to organize the value generated by our business so that the market understands it well and makes the best purchasing decisions.
It allows us to intentionally create value, because we will organize the business efficiently to improve the allocation of its resources, processes and investment towards initiatives that add value.
Our audiences will better understand our offering, the options available, and have greater trust in us. A clear and well-communicated architecture presents us as an organization that evolves and adapts to new situations.