What Is Brand Architecture And Why Is It Important?
When an organization is considering entering an untapped market, several challenges arise. How should the brand be presented? What role should each brand play? How to make things simple for consumers? That’s exactly where Brand Architecture comes into play. An effective brand architecture is the best method of bringing your business offerings into focus, allowing you to cross-promote them and control how your brand is perceived by consumers. What is Brand Architecture? Brand architecture is the organizational structure of a company’s range of brands, subbrands and services. Effective brand architecture consists of an integrated system of names, symbols, colours and visuals that directly affect the consumer's thought process. This is because the key to brand architecture is the customer’s mental organization - how they see the business and how each offering satisfies their needs. Brand architecture helps define both the breadth and depth of the brand. In addition to providing clarity regarding your brand and its offerings, it also influences customer behaviour by catalysing the transfer of brand equity between your brands and sub-brands. If a customer has a positive relationship with your master brand, they are more likely to try one of your sub-brands. Why is Brand Architecture Important? A well-planned brand architecture brings many benefits: