What Is Brand Architecture & Why is it Crucial?
Brand architecture is the arrangement of logos, colors, and other visual elements of brands in brand management.
It’s how brands in a business’s portfolio are different from and connected.
A good brand architect will overview a business’s brand and organize it into a cohesive whole.
There are three main types of brand architecture models. These include the logical model, emotional brand architecture models, and the mixed model.
Each has its pros and cons, and each also provides a clear view of what a brand should look like.
By taking a look at each of these main types, you will be better able to understand your brand and adequately shape it.
Logical brand architecture models allow for the easy association of one another with one another and their values.
This type of modelling is also very flexible, which is essential for creating new and innovative brands.
Logical branding allows for repetition, re-use, and the visual linking of one another’s benefits.
Emotional brand architecture, on the other hand, deals with emotions.
These are linked to memories and nostalgia, which make up for the lack of repetition and the visual linking of one another’s benefits.
Emotional brands make people feel optimistic about purchasing their products.
The lack of clarity in this kind of model makes it very vague, and therefore it can confuse consumers.
Therefore, creating emotional offerings is not as good as creating logical ones because clarity is crucial in brand architecture.
Mixed brand architecture models benefit from emotional and logical branding and give them in a single package.
This makes the branding easy to comprehend and understand and make it easier to position it in the market.
The biggest challenge in making this happen is making sure that the messages and offerings of each of these are coherent throughout.
Different types of messaging need to be brought into play, depending on the target audience and the products or services.
On the other hand, consistent brand architecture is essential in ensuring any product or service’s success.
Creating consistent brand architecture ensures clarity and continuity in messaging and in the positioning of offerings in the market.
In a world where the internet is utilized extensively, having a consistent brand architecture that is easy to recognize and understand becomes imperative.
Consumers do not want to have to study too much about different offerings to make an informed decision.
This is one of the main reasons why SEO and internet marketing firms work hard to improve brand recognition.
On the other hand, many companies use brand strategies to promote and expand their brand presence.
You can use many strategies to promote brand awareness and profitability.
These include acquisitions, strategic alliances, joint venture, and mergers and acquisitions.
In some cases, the brand architecture has evolved to fit its needs instead of developing its strategy.
Brand strategies have been developed for many companies to ensure that they can continue to gain an advantage in the marketplace through consolidation, integration, collaboration, and acquisitions.
Companies should be open to developing their brand architecture to create a clear strategy to promote their products and services.
It is important to remember that you should not neglect others’ assets in developing a strategy for your company.
Sharing brands can help improve collaboration and integrate different businesses while still maintaining exclusivity and uniqueness.
The Importance of Brand Architecture
Brand architecture can be described as a discipline that seeks to understand brands’ essence and interact with the buying public.
While this may seem a complex task, the rewards are immeasurable.
Brand architecture attempts to consider each business’s individuality and the unique features it possesses, to provide a coherent experience for buyers.
The brand architecture allows organizations to align their products and services with their overall branding.
Brand architecture can also help to align the corporate vision and the operational principles.
The result is a single, consistent and recognizable image for the organization.
As a result, this leads to better customer loyalty and increased sales.
Several theories drive brand architecture.
The most prevalent one is a communicative theory, which holds that a brand name provides the link that creates a unique identity for a business.
The structural theory postulates that a brand name provides its structural definition, giving an overall identity and shape.
A third, relational theory postulates a connection between brand names and values, which creates a psychological association between the product and the buyer.
Therefore, branding serves as an essential tool for creating consumer awareness since the name and message become a part of consumers’ everyday lives.
Although there has been a significant amount of research done on brand architecture, the debate still rages.
Some theories claim that there are five different types of brands.
They are divided into brand equity, the Brand presence or brand loyalty, and customer loyalty or brand influence.
The Brand Equity theory suggests that any brand’s success depends on its equity with the target audience.
Thus, it tries to analyze the importance of brand names to the company and its ability to create a specific, identifiable customer image.
In Brand Equity theory, brand architecture refers to defining and creating a simple brand identity.
The basic idea is that you can create any brand effectively by taking out those elements to define its essence.
These elements may include a logo design, colours, logos, slogans and more.
For example, you could build an automobile brand around the essential elements like the model, the engine, the transmission, etc.
This makes it possible to build a car, without much thought about the function and the other details.
However, this is just one theory, and in fact, many brands have evolved by taking out simple components and incorporating others.
Since the last few decades, many marketing agencies have built successful strategies by taking out their sub-brands to create a new identity for the company.
These sub-brands have often proved to be better than the leading brand architecture in terms of performance and profitability.
Moreover, Brand Equity is becoming an increasingly important part of marketing analysis.
This has been because many customers today prefer to look at the bigger picture, before going into the specific product’s details.
Thus, by taking out a variety of smaller offerings from your business, you will provide your customers with a broader array of products, at a lower cost, and without causing too much financial strain.
Brand identity is also essential for a competitive organization.
Therefore, you should always try to create a strategy, which focuses on creating a brand architecture definition.
This strategy should consider the type of consumer you are targeting and provide them with a clear understanding of what your organization does.
By creating a brand architecture, you are trying to create a virtual map from your beginning point to your endpoint.
From there, you can plan out your strategies accordingly.
Once you have completed this strategy, you can use it as a foundation for developing your product or service and a guide for marketing and sales efforts.
However, one other aspect of brand architecture is equally important: whether or not you should use your parent identity to extend your brand.
Many organizations have done this in the past and done quite well at it.
However, as technology progresses, and changes are implemented, this strategy will likely become less relevant in the future.