Brand Architecture

Complexity is the enemy of enthusiasm.

A clear brand architecture strategy provides a simpler framework for marketers, a clearer story for sales teams, and greater relevance for customers. We call this brand coherence.

Organizations with more than one product, service or brand need to ensure clarity of brand roles, differences, and relationships. We help companies determine how many brands they need in their brand portfolios, what the roles of each of those brands should be, and how those brands should relate to each other.

Contact Us

 

Brand Architecture Defined

We define Brand Architecture as the degree of relationship between your organizational brand and your various product and service brands.

Brand architecture strategy may be expressed in a variety of ways, yet it should always connect meaningfully to the company’s identity. The main questions become: What promise is this offering delivering?” and then “How does this offering deliver our promise?”

By resolving these and other questions, we turn brand architecture strategy from a purely conceptual exercise into a real, meaningful set of organizing principles and clear decisions. The resulting strategic brand architectures work not only in the present, but they help organizations maintain brand coherence n their portfolios as they grow and prosper.

Brand Architecture Case Studies

We’ve resolved brand architecture challenges for clients of all kinds, including multinational diversified corporations, technology startups, research universities, and non-profits. In most cases, our challenge is to resolve complexity that has set in over time.  Sometimes we are asked to evaluate the implications of a new acquisition or business strategy on existing brand architecture.  In others, we develop a brand new strategic framework where none previously existed. In all cases, our approach to brand architecture assignments is straightforward and rigorous.

  • We work with our clients to understand their business and goals, and to hear them express the brand architecture challenges they face.
  • We inventory all existing brands and brand expressions to understand the challenges and identify opportunities for creating coherence.
  • We present alternative strategies for solving the brand architecture challenge, supporting each strategy with rationale and schematic diagrams.
  • We develop guidelines for governing the chosen strategy, complete with decision tools for retaining coherence as the organization grows and evolves.

 

See how we solved a brand architecture challenge and created brand coherence for a global hospitality provider: Hilton Grand Vacations Case Study

Visit our case studies to see how we’ve resolved brand architecture challenges and created greater brand coherence for clients in multiple industries.

Read our Brand Architecture Blog

View Our Brand Architecture Work

abilitylab-case-study

AbilityLab

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems
Boeing

Boeing

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Buffalo Bill Center of the West

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Centro

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Highmark/Allegheny Health Network

In All Case Studies / Brand Architecture / Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

Hilton Grand Vacations

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Ripple

Ripple

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Santa Lucia Preserve

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Steelcase’s Coalesse

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

The Getty

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

ViaSat’s Exede

In All Case Studies / Brand Architecture / Names and Naming Systems

Find out how we can help your organization.