Brand architecture

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.

This work can only take place if you’re clear about the positioning of your primary brand and any sub-brands, and you have the research and insights needed to inform any changes.