So, your company has acquired other brands under its name? And you’re further planning to expand your product line? Well, that sounds amazing! But, isn’t it a bit puzzling? Your brand portfolio is expanding, you might end up confusing your target market… Think about it – this is where brand architecture comes in.
Believe it or not, companies without a brand architecture strategy provide an uneven overall presentation to their stakeholders’ i.e. internal groups and customers. As a matter of fact, a unique appeal and positioning are attached to each product range. Therefore, the most challenging task for companies in current times is to build and manage a coherent brand architecture framework. Not just this, it brings clarity to your customers… obviously, a twisted consumer will drastically hinder your sales.
So, if you want to keep things simple and integrated, you need to have architectural branding. Such strategies help you define the strategic structure of all the brands you have under one company name. Moreover, developing a brand's architecture is a phenomenal way to bring your offered products into focus. Not just this, the brand architecture helps you cross-promoting your product while gaining control over how your brand is perceived.
You would be thinking, that brand architecture clears up the confusion while keeping the customers interested… wrong! Other than these advantages, it improves your brand value and recognition. Let's dig in deeper and explore how brand architecture can enhance brand value while influencing consumer behaviour.
Before continuing, it is vital to step back and understand what is considered as brand architecture in the professional world???
Brand architecture strategy is the structure of the company’s portfolio including brands, sub-brands, products, and/or services. It is the framework that connects related brands in terms of the overall master brand story that each of them is presenting. This helps audiences in navigating your offerings and properly comprehend the value of your brand.
A moniker given to a collection of brands as a whole is a master brand. Logos, colour schemes, style guides, and other elements that promote consistency for your products may be included in your brand architecture models. Briefly put, brand architecture establishes the depth and breadth of your brand.
It not only clarifies how your offerings are organized and perceived by customers, but it also affects consumer behavior by maximizing the transfer of brand equity across your brands and sub-brands. Better yet, customers are significantly more inclined to test one of a master brand's sub-brands if they already have a relationship or favorable association with it.
Regardless of the size of your company, an effective brand architecture strategy can enable you to…
Obviously, it is the dream of every big company… with the help of brand architecture, you may highlight their link through a consistent visual and linguistic identity rather than a portfolio of organizations that all look and sound different. Even better, that transparency may inspire more trust in your board of directors, venture capitalists, and other stakeholders.
In real, architectural branding help you target the specific customer segment – above all, it segments your brand’s message so that each of your audiences hears what they want to hear and gets precisely what they are looking for. This not only builds brand value, but it also helps you stay on top of your consumer's minds.
Every business has a story to tell, but sometimes the most interesting parts get lost. Hence, Consolidating your brand provides you the chance to explain why you founded your business—what connects you, what special skills you've developed, and how you got together. It will take research, synthesis, a communications strategy, and creative execution to tell that narrative in the best possible way.
When a company's different divisions are not distinct from one another, they must rely on the parent brand to draw in customers. By showcasing the distinctive capabilities of its several sub-brands, the brand architecture strategy gives a parent brand the power of diversity, ultimately raising brand value.
If you have architecture brands logically and intuitively, ultimately your marketing efforts become exponentially efficient. In simpler terms, the amount and effort, you spent on the marketing of your brand reduces significantly. Not only this, but with opportunities for cross-promotion between brands, marketing is more effective as well.
A captivating, cohesive narrative can act as a rallying cry for all of your employees, giving them a sense of unity across all of your company units and locations. To generate genuine buzz prior to the exterior launch, it is crucial to plan the internal launch while developing a new brand.
As mentioned earlier, brand architecture helps you grow your brand's equity while giving you compound returns as an industry authority and marketplace valuation grows. In addition, the brand architecture protects the equity of your brand and helps your brand stay organized internally. In simpler terms, it serves as a roadmap for brand identification, development, and design, increasing flexibility for potential future product or service extensions.
Believe it or not… but a brand architecture strategy that is documented equals consistent strategy. This is particularly effective for the brands that are evolving. You run the danger of losing crucial information or assets if you don't have a strong brand architecture in place. Even if your team is doing a great job right now, you'll find that over time priorities may change and key employees might move on to other jobs or firms. No matter how your internal teams shift, your messaging and brand presence will always be consistent if you establish a single source of truth for your brand identity.
The objective of brand management is to position each of your brands to specifically target a subset of your audience so that your sub-brands have room to expand. To boost total brand loyalty, it is important to make sure audiences can easily identify and follow a parent brand.
Architectural branding provides clarity and it is the key to maximizing the effectiveness of your brand positioning. Not just this, the brand architecture gives your brand a high-performance tune-up by clearly outlining positioning and messaging among your target audience.
Remember that creating catchy names for your goods and services isn't the sole purpose of brand architecture. It’s to create clarity from chaos and sharpen the edge of your ongoing branding efforts. Moreover, you can operate more productively, spot growth and cross-promotional opportunities, and make sure your messaging remains consistent as you expand with the help of a brand architecture strategy.
Well, it is not that easy to build Brand Architecture and that is why professional branding agencies exist. So, if you are looking for an experienced professional to help you with your expansion - Fossphorus has got you covered!
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