How do you handle brand portfolio and architecture changes, such as mergers, acquisitions, or rebranding?

1 Assess your current situation

The first step is to evaluate your existing brand portfolio and architecture, and identify their strengths and weaknesses. You can use tools such as brand audits, portfolio maps, and architecture models to analyze how your brands perform, how they are perceived, and how they fit together. You should also consider your business goals, target audiences, and competitive landscape, and how they might affect your brand strategy.

2 Define your brand vision and values

The next step is to articulate your brand vision and values, which are the core elements of your brand identity. Your brand vision is your long-term aspiration, while your brand values are the principles that guide your actions and decisions. Your brand vision and values should be clear, consistent, and compelling, and reflect your unique value proposition and differentiation.

3 Choose your brand architecture type

The third step is to decide what type of brand architecture you want to adopt, based on your brand vision and values, and your portfolio objectives. There are three main types of brand architecture: branded house, house of brands, and hybrid. A branded house is when all your brands share the same name and identity, such as Google or Virgin. A house of brands is when each of your brands has its own name and identity, such as Procter & Gamble or Unilever. A hybrid is when you combine elements of both, such as Marriott or Coca-Cola.

4 Design your brand portfolio and architecture

The fourth step is to design your brand portfolio and architecture, by selecting, naming, and positioning your brands, and defining their roles and relationships. You should aim to create a portfolio and architecture that are aligned with your brand vision and values, and that offer clarity, coherence, and synergy. You should also consider how to balance the benefits of brand equity, consistency, and efficiency, with the risks of brand dilution, confusion, and complexity.

5 Communicate your brand portfolio and architecture

The fifth step is to communicate your brand portfolio and architecture, both internally and externally. You should develop a brand portfolio and architecture guide, that explains the rationale, structure, and guidelines of your brand strategy, and share it with your employees, partners, and stakeholders. You should also create a brand identity system, that includes the visual and verbal elements of your brand expression, such as logos, colors, fonts, and tone of voice, and apply it across your touchpoints and channels.

6 Manage your brand portfolio and architecture

The final step is to manage your brand portfolio and architecture, by monitoring, evaluating, and updating them as needed. You should track and measure the performance and perception of your brands, using metrics such as awareness, preference, loyalty, and profitability. You should also review and adjust your portfolio and architecture, to respond to changes in your business environment, such as new opportunities, threats, or trends.