Build a More Effective Brand Architecture
Strategically optimize your portfolio to increase brand recognition and value.
Member Challenge
Neglecting to maintain the brand architecture can have the following consequences:
- Inconsistent branding across product lines, services, and marketing communications.
- Employee confusion regarding product lines, services, and brand structure.
- Difficulties in launching new products or services or integrating acquired brands.
- Poor customer experience in navigating the website or understanding the offerings.
- Inability to differentiate from competitors.
- Weak brand equity and a lack of brand loyalty.
Our Advice
Critical Insight
Brand architecture is the way a company organizes and manages its portfolio of brands to achieve strategic goals. It encompasses the relationships between brands, from sub-brands to endorsed brands to independent brands, and how they interact with each other and with the master brand. With a clear brand architecture, businesses can optimize their portfolio, enhance their competitive position, and achieve sustainable growth and success in the long run.
Impact and Result
Establishing and upholding a well-defined brand architecture is critical to achieve:
- Easy recognition and visibility
- Consistent branding
- Operational efficiency
- Customer loyalty
- Ability to easily adapt to changes
- Competitive differentiation
- Distinctive brand image
- Business success
Research & Tools
| Name | Actions |
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1. Build a More Effective Brand Architecture Storyboard – Develop a brand architecture that supports your business goals, clarifies your brand portfolio, and enhances your overall brand equity.
We recommend a two-step approach that involves defining or reimagining the brand architecture. This means choosing the right strategy by analyzing the current brand portfolio, identifying the core brand elements, and determining and developing the structure that fits with the brand and business goals. A well-thought-out brand architecture also facilitates the integration of new brands and new product launches.
| Name | Actions |
|---|---|
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Build a More Effective Brand Architecture Storyboard
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2. Brand Architecture Strategy Template – The brand architecture template is a tool for creating a coherent brand identity.
Create a brand identity that helps you launch new products and services, prepare for acquisitions, and modify your brand strategy. Allocate resources more effectively and identify new opportunities for growth. A brand architecture can provide insights into how different brands fit together and contribute to the overall brand strategy.
| Name | Actions |
|---|---|
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Brand Architecture Strategy Template
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Onsite Workshop: Build a More Effective Brand Architecture
Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Do-It-Yourself Implementation
The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.
Project Accelerator Workshop
You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.
Module 1: Brand Mind Mapping
The Purpose
- The brand mind mapping workshop is an exercise that helps with visualizing brand architecture and improving coherence and effectiveness in brand portfolio management.
Key Benefits Achieved
This exercise can help businesses:
- Allocate their resources more effectively.
- Identify new opportunities for growth.
- Gain a competitive advantage in their market.
| Activities | Outputs |
|---|---|
| 1.1 Brand Mind Mapping |
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