Are you a brand house or a house brand? Establishing a strong and consistent brand architecture is an essential step for every company. Even if you have only one product to sell, unless it’s branded with your company name you need to set up your architecture.
Brand architecture creates a hierarchy and determines how brands interact and relate to one another within it. This is especially vital when there are numerous sub-brands under one primary brand, or under the company name. Creating a system of relationships helps clarify how best to present each individual product, whether in an ad, on packaging or on a website. It’s also a source of information for the company itself that can help organize the sales structure, determine pricing and guide personnel allocations.
Even though it is invisible to your customers, we consider brand architecture to be a critical element of a smart marketing plan.