Brand architecture is a complex concept. An organisation may have multiple brands. The brand architecture is the interaction between brands within an organisation. Brand architecture can be described in the most general sense as the relationship between brands or the way they are structured within an organisation. You can refer to it as the way that brands in a particular company are differentiated from one another.
The brand architecture can help marketers get a better understanding of how subsections are organised within a brand. They can ensure that sub-brands are not sending messages that conflict with the larger or overall brand. It also allows them to analyse the ways in which sub-brands could boost the overall value. For a Brand Strategy Agency, contact https://www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency
Small business owners often don’t think about the importance of a brand architecture, until they have grown past their initial brand.
This is often the trigger for expansion, because the current brand does not work or do so well. They could have had the tools and framework to grow the brand, without dilution or fragmentation.
Brand architecture is a tool that helps companies plan their future, much like an architect would help design the foundation of a house. The architects ensure the house design is logical and that it looks organised.
It can be compared to a seating plan, in which everyone is placed in an orderly manner that takes into account each person’s unique personality. This helps prevent any drama.
Models of brand architecture or frameworks for brand architecture:
- Monolithic
- Endorsed Brand Building
- Stand-alone
- Hybrid
- Monolithic
Entrepreneurs and mid-sized businesses are most likely to use this application.
This is a system of branding that utilises a “Masterbrand”, or primary brand, across all business divisions. It’s often used with products. Monolithic brand systems do not have sub-brands, but they may include descriptors to identify a business division or vertical.
- Endorsed
This is characterised by a Masterbrand, and sub brands “endorsed” (attached) to the Masterbrand. Each brand can have a unique appearance and feel, while still incorporating some of the visual aspects from the Masterbrand. The endorsed brand can leverage its credibility and establish itself as a separate entity by using this technique.
- Stand-Alone
The Freestanding Brand Architecture uses a Masterbrand as the “holding company”, or “parent brand”, but it does not control the branding and look of the sub brands. It is also referred to as a “House of Brands.” This is a common approach for a B2C (business-to consumer) or product-driven approach to the go-to market. Every brand has its own look and feel, which is usually unique.
- Hybrid
This is a hybrid of the Freestanding Brand Architecture and the Masterbrand. The Masterbrand functions as the “parent brand”, but it does not dictate branding, look or feel for the sub-brands.