Brand architecture
Brand architecture
How should your brands relate to one another? By answering this question, brand architecture clarifies your portfolio, promotes cross-selling, and manages how customers perceive your brands.
Our approach
Every brand architecture project is different. We typically start by mapping your existing architecture and gaining insights into how you’ve organized and identified brands, products, services, and other items in your portfolio. With knowledge of your customers and competitors, we then recommend ways to bring increased structure, logic, and visual and verbal order to your brand architecture.
01
Kickoff and materials review
We lead a kickoff meeting to confirm project details, then pore through websites and documents to dig into your current brand architecture, challenges, and objectives.
02
Internal research
Through qualitative or quantitative research, we begin to understand your unique architecture needs, which might relate to overarching structure, relationships between specific brands or products, or visual and verbal relationships within your portfolio.
03
Customer/external research
Because a primary goal of brand architecture is to ensure customers can easily find what they’re looking for, we often conduct interviews, focus groups, or surveys to ensure our work is informed by their point of view.
04
Competitor review
We examine and document competitor and peer approaches to brand architecture.
05
Brand architecture recommendations
Informed by internal, customer, and competitor research, we recommend updates to your brand architecture, which can range from overhauling how a portfolio is organized to cleaning up a host of disparate names or logos.
06
Refinements and finalization
Through rounds of review and revision with your team, we stress test multiple brand architecture options and narrow down to a single recommended approach that best helps you achieve your brand and business goals.
Blog posts and articles about brand architecture
Branders Magazine: "5 things every entrepreneur should know about brand architecture"
How Brands Are Built: Brand architecture beyond house of brands and branded house
FAQ
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It's how a set of brands relate to one another. This can include things like grouping, hierarchy, and visual and verbal similarities.
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A classic tradeoff! A branded house is considered more efficient to manage. A house of brands may offer more flexibility. In reality, most companies land somewhere in between—the hybrid model—even if they lean toward one end of the spectrum.
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Ok, ok—slow down. Maybe you should just get in touch?
What our clients are saying
What our clients are saying
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