Your brand's journey from chaos to clarity.
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.
Featured Project
Beesiness is a management consulting firm based in Hanover, Germany.
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?

We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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