Your brand's journey from chaos to clarity.
Brand Architecture
Brand Architecture is an integrated structure that organizes brands, products or services to help an audience access and relate to a company, brand, products, or services.

In simple terms, Brand Architecture shows how the brands, main/master brand, sub-brands and other offerings of the company such as products, and services are organized and how they relate to each other.
· How can you create new value for your brand?
· How can you maximize the value of your brand?
Expansions, incubation, mergers and other such strategies, although positive for the company in the long run, create a lot of clutter and confusion in the minds of customers. This is because they do not know what belongs to the company and what does not.
This confusion of whether the product belongs to the brand they follow or not, the target audience is less willing to buy, resulting in many sub-brands going unnoticed.

From inside, marketing department employees, and other employees are not able to sense and discern this confusion because they are accustomed to how things work within the company.

The only way to sense and resolve confusion is to gain a clear view outside the walls. You need to plan a brand outlook that identifies different subsections of the brand and connects it with its main brand and other sister brands. This is brand architecture.
Brand architecture follows a rigorous set of standards and guidelines that ensure consistent expression in the marketplace. This includes, but is not limited to, the visual and verbal identity of brands, as well as the naming and messaging system for product and service offerings. Building a clear brand architecture makes it easy for the target audience to view it quickly, understand it immediately, and know which offer works best for them.
Effective brand architecture includes an integrated system of names, symbols, colors, and other visual and verbal identity that is recognizable and distinguishable for the audience.

There are four main types of brand architecture:
1. House of Brands
2. Endorsed Brands (Hybrid)
3. Sub-brands
4. Branded House

The main difference between each type of brand architecture is the dominance, relationship and emphasis of the parent or umbrella brand over other brands.
Case Study

Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany.
Holtmann is one of the leading trade fair and event service providers in Germany and the world.

Holtmann was able to shape the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.

Holtmann Group (Holtmann GmbH & Co. KG) also owns several companies, including Holtmann GmbH, Mesomondo GmbH, Expomondo GmbH and etc. In 2018, while rebranding Holtmann, one of the main challenges was organizing and introducing other companies (under different names and characters) into a cohesive group and message. My suggestion as a brand consultant was a hybrid brand architecture. Finally, the architecture of the Holtmann brand was designed as a hybrid with a focus on the Holtmann name and its founding year. Read more...
Here is an overview of the most frequently asked questions about brand architecture.
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How can a brand architecture help you build a better brand?

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