Creating a Successful Brand Architecture

When it comes to coming up with a branding plan, you’ll need an in-depth branding strategy that covers all of your branding aspects across the board. That’s why many brands new and old choose to work with branding specialists like the team from Ravyn Design.

Here we’ve collected some of the most important aspects of developing a winning brand architecture!

How Brand Architecture Helps You Organize Your Brand

Brand architecture is all about creating an organized action plan for your brand’s success. Essentially, your brand architecture is how you structure your company and organize your products/services into something meaningful for consumers. Creating a clear action plan involves the names, logos, messaging, and story behind your company and products.

Building Your Brand Architecture

When it comes to building your brand architecture, you’ll need to organize every brand your company has into a hierarchy that outlines what type of messaging and marketing applies to each of your offerings. There are numerous ways you can organize such things including by styles, flavors, customer base, product type, vertical market, etc.

The Different Elements of Brand Architecture

For large enterprises with various brands or offshoot products aligned with their company, there are some elements of organization that you should keep in mind. Your main brand will be your master brand, which represents all of the products/services you offer. Then umbrella brands will be other goods and services offered under your master brand. There are also other ways to structure your architecture including adding parent brands, endorsing brands, product lines, and also branded technology you use.

The Numerous Types of Brand Architecture

Although a variety of things will affect the brand architecture you choose, there are often two types enterprises choose to adopt: the branded house model, or the house of brands model. The key differences between the two are that with the former, the focus always remains on focusing efforts on creating a strong master brand. This means that most offerings are always marketed under the parent brand umbrella.

The house of brands model, however, is a brand architecture that offers more flexibility for enterprises that want to expand and perhaps reach different consumers and market verticals. With this type of architecture, companies may create entirely new brands that are seemingly unconnected to their master brand across all market verticals. It enables business owners to diversify their investments and also acquire brands from other companies that are already well-established.

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