Make sure your brands aren’t fighting each other – or getting lost.
You may have more brands than you realise. There’s your business; then your products and services; plus any leaders who are highly visible in the market. These are all brands and sub-brands. There could even be more – like partnerships, or philanthropic activities.
Why does brand architecture matter?
Sometimes, a brand architecture needs correcting because it’s causing problems. Often, for example, new sub-brands spring up with a sense of excitement which can preclude careful positioning within the overall brand hierarchy. Over time, this can get messy:
- Some products may be seen as more important than others, for no good reason
- One product brand may become synonymous with the company, or even take over
- Individuals may become more significant than products or even the company
- Multiple sub-brands may compete for the same positioning
- Customers may become confused about which brand is which, and why
- Your sub-brands may sprawl and cause your business to lose focus.
On the other hands, sometimes, a brand architecture needs reviewing expressly to prepare for a period of change, for example:
- expansion into new territories
- extension of the product ranges
a merger or acquisition, which introduces new and potentially similar or competing sub-brands.
Making sense of your brand architecture
We can help you rationalise your brand portfolio so that each brand is relevant, appropriately positioned and named, well-targeted, and complementary of the other brands in your stable.
We’re very experienced in establishing effective brand architectures. We understand how sub-brands co-exist, how they relate to the overarching business brand, and how they can connect into existing or new structures.