Often the result of mergers, acquisitions, or just good old-fashioned unchecked growth, too many companies these days have wound up with a collection of brands, divisions, products, and services that can only be described as chaotic. A clear, intuitive brand architecture is the best way to guard against chaos and unpredictability. A strong brand architecture brings your range of offerings into focus, letting you better cross-promote them and gain control over how your business is perceived by consumers. If you’re unaware of the practical applications of brand architecture, you’re not alone. We find that many business owners have a limited understanding of the importance of buildng brand architecture and the challenges it can address. What types of challenges? For starters:
Brand architecture is the organizational structure of a company’s portfolio of brands, products, and/or services.Effective brand architecture includes an integrated system of names, symbols, colors, and visual vocabulary informed directly by the consumer thought process. That’s because key to brand architecture is your customer’s mental organization—how they conceptualize your business and its portfolio of offerings, and how each offering satisfies their needs.
Not only does it provide clarity around the organization of your offerings and how they are understood by consumers, it also influences customer behavior by maximizing the transfer of equity between your brands and sub-brands. If a customer has an existing relationship or positive association with a master brand, for example, they are much more likely to try one of its sub-brands.