Brand Architecture is similar to building a house.
Get the design and structure right and the rest can be added too if necessary over a period of time.
Engaging a great architect to assist with building a home is the same as engaging a Marketer to assist with the development of a brand.
It is fair to say that a reasonable person wouldn’t attempt to build a house without careful planning and consideration, so why would the same reasonable person attempt to build a brand without the same amount of due diligence and effort?
If you are building a brand from scratch or have grown a business to the point where the brand needs to diversify, then this article is for you. Here are some tips on how to create a great brand with great ‘brand architecture’.
Single or Multiple brand strategy
The architecture of your brand will depend upon its intended scope; a small business may only require a single brand approach where a larger business (or business with multiple products or divisions) may require a more multi-faceted brand structure. However, that is not always the case.
A single brand strategy focuses all marketing on developing just one brand identity, which is most likely to be the company name. This is especially effective where one target audience is involved.
An example of a single brand strategy is Kikki – K. Kikki K has stores in Australia, New Zealand and Singapore and despite its size, operates under a single brand strategy.
Multi-brand strategies exist where sub-brands are required, either now or into the long term, to form different relationships with specific target audient groups. If so, marketers and business owners must tread carefully to achieve consistency across multiple sub brands without diluting the value of the original brand.
An example of a single brand strategy is National Foods. National Foods have multiple brands under the categories in which they operate. The corporate brand, whilst known in the general consumer market, is just that a corporate brand.
Both of these examples illustrate that there is really no right or wrong example when it comes to Brand Architecture. The key is making the brand strategy match the business strategy.