When the discussion turns to brand architecture, and the strategy behind a brand’s development, some organisations shy away, claiming “well that definitely doesn’t apply to my business!”
All too often we look at brands and brand families as just big, corporate organisations whose multiple assets dominate the market. However, understanding how each area of your business connects is a process as relevant to small businesses as it is to larger organisations, and as your business evolves, so too must the architecture of your brand.
Put simply, brand architecture is the process of defining the different areas within a business’s portfolio of brands, and helps to map out what your intentions are. For example, how many sub-brands, products and services do you, or will you, offer? Are they related? How do they differ? Do they complement each other?
Answering those questions can help employees, stakeholders and customers understand the value of, and relationship between, the different areas of your business. This then makes it easier for all three to feel proud of their association with your brand, which will ultimately help to sustain your relationship with them in the future.
Why is it important?
Brand architecture empowers businesses to clarify and introduce new offerings that fit seamlessly into their portfolio; opening up opportunities to leverage existing equity, services, relationships and customer loyalty.
Take a look at Virgin for example, which uses its famous name as the signpost for recognition and customer trust when marketing Virgin Media or Virgin Money (plus more!). These sub-brands, products and services are not only enhanced by, and fit seamlessly with, the well-known ‘Virgin’ brand, but are also seen as an ‘extra’ or additional service/product.
Think of it as your family. We all know what it’s like navigating family-life, there are boundaries and differing of opinions even amongst the closest of family units. Everybody is different, but deep down you’re all family and need to get on in time for the family Christmas photo…
How brand architecture can help your business:
Clarify your positioning
Brand architecture can express and reinforce your brand position and better define who you are as a business. It can also help you to highlight the way your assets are connected, and in turn encourage brand loyalty and improve the confidence of your employees and stakeholders.
Through a solid brand architecture, customers will better identify the key differentiators between each brand, sub-brand, product or service, and therefore better understand the unique sales propositions (USPs) of each one.
Develop key messaging
Clarifying your brand architecture can segment the messaging and offering that each sub-brand will offer to customers. This way, you are speaking to everyone in their language, and they get out of your brand exactly what they need.
Create cross-selling opportunities
Not only can brand architecture allow you to build and maintain awareness of your brand, it can also create opportunities for you to create longevity with your customers and projects.
By using your sub-brands, products and services, you can effectively facilitate a project and ensure a customer remains loyal to your brand. That way, you’re enhancing your offering without diluting it.
Support your future
A business or organisation that places importance on their brand architecture, is a business that is thinking about its future growth. A strong brand architecture strategy can transform any organisation, and can have a role in informing the addition of new products, services or business to your brand’s portfolio.
How can we help?
If you would like one of the specialists at Mackman to provide a comment or write an opinion piece for your publication, give us a call on 01787 388038, or email firstname.lastname@example.org