The Power of Brand Architecture
Building An Intentional Brand
In the world of brand architecture, creativity must meet strategy. And the art of organizing and presenting your brand should be a priority and take center stage. Understanding the power and potential of different brand architectures allows you to choose how to best present your brand and everything bound to its success.
The Structure of Brand Architecture
House of Brands, Branded House, and Hybrid Approaches. Brand architecture, much like an architect's blueprint, is the framework that defines how your organization's brands, products, and services are arranged and showcased to the public. It encompasses the relationships between different brand elements, such as your corporate brand, sub-brands, product lines, and endorsements. The true art lies in choosing the right structure to create alignment with your values and goals while still resonating with your audience.
- House of Brands: This approach involves creating a family of distinct brands, each with its own identity and market position. It allows for independent personality, reputation, growth, and flexibility, catering to various customer segments and preferences. Crafting a house of brands captures the individual essence of each brand while leveraging the parent brand.
House of Brands Example >>>
- Branded House: In this approach, your main brand serves as the umbrella over all of your different products and services. It creates a seamless and unified brand experience, leveraging the strength of your main brand to establish trust and credibility for the products and services underneath. Building a branded house provides a simple but lasting impression on the minds of your audiences.
Branded House Example >>>
- Hybrid Model: Combining the elements of both the House of Brands and Branded House approaches fuels this model. It allows for a mix of independent brand identities within a unified brand framework. Creating a hybrid brand architecture maximizes the potential of your brands and allows for individuality while still maintaining a consistent brand voice.
Hybrid Model Example >>>
The Role of Brand Architecture
Build it (thoughtfully), and they will come
The role of brand architecture is to strategically organize and structure an organization's brands, products, and services to effectively communicate value, differentiate offerings, and connect with the target audiences.
- Developing Your Brand: A well-crafted brand architecture creates a hierarchy to guide your audience through a brand journey with alignment across all platforms. It helps communicate the relationship between your parent brand and its sub-brands or product lines. The brand architecture ensures consistency across all brand elements, from verbal messaging to visual identity, and enhances the customer experience.
- Aligning Your Brand: Brand architecture ensures consistency across all brand expressions, from verbal messaging to visual identity, and helps to complete the customer experience. Developing a comprehensive guideline helps preserve your brand's integrity to ensure every element presents a unified identity.
- Extending Your Brand: With a strategic brand architecture in place, you can confidently introduce new product lines or explore different markets while leveraging the equity of your existing brand. Capitalizing on a parent brand’s recognition and reputation helps ensure a cohesive and engaging brand experience at every touchpoint, including new components.
- Targeting Your Audience: Depending on which approach you choose, the architecture can create sub-brands or product lines that cater to specific market segments or customer preferences. This targeted approach allows you to intentionally address diverse needs and capitalize on the emotions or key motivators of your customers.
UNANIMOUS is a full-service branding agency based in the heart of the Midwest—Lincoln, Nebraska. They have partnered with clients to develop strong brand alignment through strategic marketing, creative design, engaging websites, and compelling video projects of all sizes. UNANIMOUS is known for collaborative partnerships and works with various clients nationwide. The agency prides itself on rhyme, reason, and results.