Steps to Achieving an Optimal Brand Architecture


As an invaluable element of global market positioning and brand recognition, brand architecture allows you to develop new companies, products and services and customize their visual identity, personality and voice in order to reach your audience. This way you can appeal to wider range of demographics which are otherwise unattainable with your primary brand personality. These are the essential steps in optimizing your brand architecture.

What are your industries?

Every brand starts in a specific niche and grows into numerous areas in life, learning, taking interest and becoming proficient in different skills. Where your brand starts shouldn’t be the place it ends up. Instead, it should contain a roadmap for bigger and better things. Defining the new niches and future industries for your brand is a crucial first step. The next is the creation of a demographic model that will support your house of brands – a place where every one of your brands resides under the canopy of your mother corporation. It will contain the data, marketing plans and strategies, as well as house dedicated teams that manage and grow your business.

Architecture type that suits you

Brand architecture recognizes three major architecture types, each with its purpose and optimization traits.

  • Corporate architecture – Implies the creation of unique companies, services or products that are meant to live independently, but under full control and always with a corporate identity prefix. This is an optimal solution for companies who want their new customers to automatically associate their values with the corporate brand. It avoids the need for additional marketing effort and management delegation.
  • Endorsed brands – make their way alone in the local or global market, but the corporate brand plays a substantial role in their creation. Endorsed brands enjoy the corporate brand’s support and protection while executing their own marketing strategies and creating their identity. This is a good option for companies that are looking to promote individual values, stories, messages and visual identities for their new ventures. All of which can be promoted either digitally or with the good old brand promotion tactics that usually include quality custom t shirts, billboards and store stands. The success of which sill mainly depends on the quality of the product itself.
  • Individual product brands – giving complete freedom to your individual brands allows them to live out their lives independently with no visible links to the corporate entity. This architecture type has numerous benefits, but can also bring along difficulties if not set up and managed properly. Creating an individual brand requires employing a strong marketing team, developing a unique visual identity with graphic design and having a dedicated PR department to establish an emotional relationship with the customers.

Evoke emotional response

Your optimal brand architecture needs to be built gradually, and positioned in a way that evokes an emotional response. By utilizing the customer’s inherent emotionality to your advantage, you will be able to create products and services that bond with your customers. People will buy products, consume content and promote the ideas to their friends not necessarily because they need it, but because they feel the brand as an inseparable part of their reality. When it comes to choosing between functionality and emotion, emotion is the winner. One of the ways to spike an emotional reaction is to employ an experienced graphic design studio to help you with your new logo design.

Crucial hierarchy

Hierarchy is an inseparable element of every carefully built brand architecture. In a big corporate entity, it is more than easy to lose a sense of direction and let your architecture crumble unless there is a sound hierarchical communication and delegation. A strong hierarchical foundation with clearly defined guidelines ensures productivity, financial prosperity and long-term success.

An optimal brand architecture allows you to reach out to a wider audience by creating seemingly unrelated brands that are a part of a unified whole. As a result your will be free to pursue new goals and effectively branch out into various global markets, creating numerous revenue streams.

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