The Complete Guide to Brand Architecture

The Complete Guide to Brand Architecture

When we develop a particular brand or carry out any branding project, we are often faced with the need to develop it with the utmost care and organization. In order to distribute it well, a plan or a way of arranging it was developed according to what each of it reflected, so in this post, we came to talk about the architect brand.

The notion of brand architecture and its main aspects

Currently, much attention is paid to the creation of brand architecture since the largest companies own many brands, and it is especially important to combine them into a single system so that they work together and help each other and do not stand in each other’s way. Today, in special marketing literature, you can find many definitions of this term, as each specialist in this field presents and defines it in his own way. The perception of the brand by the consumer, its significance, and its value in the eyes of the audience is formed with the help of various marketing techniques, an important place among which is occupied by architecture.

Working with the desired mental map of the brand (what associations you want it to evoke in your consumers), it is important to decide at the beginning – what this brand will be like from the point of view of these emotions. To simplify the process of identifying brand personality and help companies truly answer the questions of brand architecture, four main aspects that companies can use to build their brand were introduced, and they are the following:

  1. Delight.

These include brands that are bold and trendy, contemporary, sassy, or imaginative.

2. Sincerity.

Genuine brands are often more down-to-earth; they can be local or family-oriented and are often very honest and real with their customers.

3. Strength.

Strong brands are bolder and more straightforward than their honest counterparts.

4. Elegance.

Finally, elite brands are often associated with the upper class. They are connected by such things as beauty and femininity.

The key issues of brand architecture

Brand architecture is the organizing structure of a brand portfolio that defines the roles of brands and the relationships between brands. The main parameter of the architecture is the composition of the branded portfolio. The main goal is the formation of a balanced portfolio.

The key issue of brand architecture is the assortment of the portfolio of brands, especially supporting and encouraging. Competent brand architecture makes the range of offers clear both for the consumer and for the company’s specialists. Brand grouping is a logical combination of brands; it can be done by segment, product, quality, design, etc.

The formation of the architecture is carried out in accordance with the goals of the enterprise based on the definition of market dynamics and strategies of competitive brands. The complexity of this process is that each brand plays several roles that need to be agreed upon. Synergies (mutual reinforcement) of brands can be achieved by changing portfolio roles, as well as implementing complementary and supporting marketing programs at various stages of brand development.

Building a brand architecture provides important advantages for a company:

  • Reducing the risk of internal competition between brands.
  • Point distribution of financial resources for brand development.
  • Optimization of the role of brands in various product and market contexts.
  • Increasing brand equity at a high pace.
  • Creating a platform for possible future growth.