How to Develop Brand Architecture?


2/27/20232 min read

Brand architecture refers to the structure and organization of a company's brands and sub-brands. It's a way to manage the relationship between the different brands in a portfolio and ensure that each brand has a clear and distinct identity.

Here are some steps to develop a brand architecture:

  • Determine the overall brand strategy: Before developing your brand architecture, it's important to have a clear understanding of your overall brand strategy. This includes identifying your target audience, defining your brand values and messaging and determining your unique value proposition.

  • Assess your brand portfolio: Take a look at all of the brands in your portfolio and assess their strengths, weaknesses and potential for growth. This will help you determine which brands should be prioritized and which may need to be consolidated or phased out.

  • Identify brand hierarchies: Determine the hierarchy of your brands, with the parent brand at the top and sub-brands or product lines below. The parent brand should have the broadest appeal & provide a strong, consistent image for all of the brands in the portfolio.

  • Establish brand relationships: Define the relationships between your brands & sub-brands, including how they will be positioned and marketed. This may include using a master brand strategy, where sub-brands are marketed under the parent brand or a branded house strategy, where each brand operates independently with its own distinct identity.

  • Create brand guidelines: Develop a set of brand guidelines that outline the visual identity, messaging, and tone of voice for each brand in your portfolio. These guidelines should be used to ensure consistency in all marketing materials and communications.

  • Continuously evaluate and adjust: Your brand architecture should be flexible and adaptable to changes in the market and your business. Continuously evaluate and adjust your brand architecture as needed to ensure that it remains relevant and effective.

A well-designed brand architecture can help you create a clear and distinct identity for each brand in your portfolio and ensure that your brands work together to create a strong, unified brand image. By developing a clear and effective brand architecture, you can streamline your branding efforts and drive business success.