Brand Architecture is a harmonized structure that organizes brands, products or services to help an audience access and relate to a company, brand, products, and/or services.

If you're unaware of the practical benefits of brand architecture, you're not alone.
We find that many business owners at any size have a limited understanding of this important strategic device and the challenges it can address.

Your customers aren't aware of or don't fully understand your full list of your brands, products and/or services

You have one or more company, brand, product or service that vastly out-performs the others and you want to transfer some of its brand equity

You have one or more company, brand product or service that vastly under-performs your other offerings and you want to improve its visibility and/or reputation

You've recently acquired or plan to acquire a new company or brand and want to ensure you get the most out of integrating its products/services

You're launching a new product/service line and need to integrate it with your existing offerings

You're preparing for a liquidation event or brand incubation and want to ensure you've maximized your company's brand equity

The list of practical benefits doesn't end there. A common misconception is that brand architecture is only for large, complex organizations. But even small businesses can see measurable improvements in performance by better organizing their offerings.

Brand architecture defines both the breadth and depth of your brand. Not only does it provide clarity around the organization of your offerings and how they are understood by consumers, it also influences customer behavior by maximizing the transfer of brand equity between your brands and sub-brands.

Regardless of your company's size, effective brand architecture can enable you to…

Significantly reduce marketing costs
When brands are architected in a logical, intuitive way and integrated, your marketing efforts are exponentially more efficient. With opportunities for cross-promotion between brands, marketing is more effective as well.

Target the needs of specific customer segments
Brand architecture enables you to segment your messaging so that each of your target audiences hears what they want to hear and gets precisely what they're looking for.

Clarify positioning and messaging
Nothing increases the efficacy of your brand positioning like clarity. Clearly articulating positioning and messaging is like giving your brand a high-performance tune-up.

Facilitate growth and bolster stakeholder confidence
The modular nature of an intuitive brand architecture makes it easier to add brands, products, or services as your company grows. And well-managed, future-minded brands are a reassuring sign for investors and employees alike.

Enhance customer awareness
When a brand's various divisions are not clearly delineated, they must rely on the parent brand to capture the attention of the marketplace. Brand architecture gives a parent brand the power of diversification by highlighting the unique strengths of its distinct sub-brands.

Build and protect brand equity
The upshot of all of the benefits above is the ultimate competitive advantage for any company: brand equity. Growing your brand equity gives you compound returns as industry authority and marketplace valuation grow with it.

Types of Brand Architecture

Luxury brand architecture is a structure for organizing the luxury brand portfolio either as a branded house,
a house of brands or intermediate brand leverage positions such as sub-brands and endorsed brands.
This paper identifies the problem areas and research gaps in the complex luxury brand architecture settings like
vertical luxury brands such as Palmellato vs Saffiano, luxury brand endorsement, luxury brand extensions and luxury co-branding strategies.

GAIN CLARITY IN THE MARKETPLACE
Instead of a portfolio of companies that look and sound different, you're able to emphasize their connection through a consistent visual and verbal identity. Better yet, that clarity can increase the confidence of your board of directors, VCs, and other stakeholders.
GRAB ATTENTION WITH A BOLD STORY
Every company has a story to tell, but sometimes the compelling aspects of that story are buried. Consolidating your brand gives you the opportunity to tell why you've built your company—what unites you, what unique capabilities you've developed, and why you came together the way you did. Telling that story the right way will require research, synthesis, a communications strategy, and creative execution.
GROW REVENUE THROUGH CROSS-SELLING
When you clearly articulate your story, you're able to express the full value of your combined solutions—how they complement each other. That makes it easier to cross-sell across business units.
CREATE A MORE INCLUSIVE CULTURE
A compelling unified story can serve as a rallying cry for all your employees, one that makes everyone in various business units and locations feel like they're all fighting for the same cause. That's why it's important to plan the internal launch when you're working on a new brand: to create an authentic buzz before the external launch.
Create a integrated style and culture
Clarify positioning and messaging
Target of specific customer or market segments
Facilitate bolster stakeholder confidence
Enhance customer awareness
Build and protect brand equity and loyalty
Significantly reduce marketing costs
When brands are architected in a logical, intuitive way and integrated,

Holtmann

Bees are wonderful creatures. They are the best example of a successful team. Bees are incredibly organized, precise, goal oriented, focused and harmonious in their relationships as a group. Their effective cooperation and collaboration is hardwired in the backbone of their colony.

The playful colors of the world of bees are our favorite colors too, that is why we adopted the Yellow and Black colors for our company's corporate colors.

Bees make honey. We all love honey. Here in our Hanover Beesiness office, we always have extra organic jars of honey for our personal consumptions, also to gift them to our clients.

When we were looking for a name, for our company, we thought inquisitively about what could represent our services and our business image, the best, and we thought Bees do!
We admire and love bees, for how essential they are, to our nature, and of course we thank them for their delicious honey too.
So, we all decided on a business name that advertises, promotes and honors bees too, and the Beesiness name was born to carry the image of our business.

What does the name of your company says, about your business?
Are you happy with your name? Does it really represent all you want to say and advertise, in one glance?

The name, corporate design and visual representation of your company's name perhaps is one of the most important features that determine the future outcome of your company's goals.

Let us, also, help you find the most appropriate image, message, identity, and strategy, that deliver, what you want to convey to your customers, the best it can.
Our aim at Beesiness is to make our clients as successful as possible, but also to establish a long lasting friendly relationship with them, so that, whenever they taste honey it would remind them of their successful choice they made to do business with Beesiness.
Let our bees, help you find the best solutions for your business, brand, products or services and market.

The one thing all of ours have in common is a compelling story. Every business has a unique story to tell, every brand has a story that's never completely told! We are business and brand storytellers.

How do you describe your brand story? Read more...

How can we work together to build a better brand?

For a better results, we suggest that you participate in our strategy session in which we understand more about you, your business or brand vision; and accordingly offer you the most optimum brand or business strategy.

Please, fill out the form here, that we are better prepared when we contact you back.