How do you use the brand architecture model to organize and relate your sub-brands and products?
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The first step is to evaluate your existing brand portfolio and identify the strengths, weaknesses, opportunities, and threats of each sub-brand and product. You can use tools such as SWOT analysis, brand audit, or customer feedback to gather relevant data and insights. You should also consider your business goals, vision, and values, and how they align with your sub-brands and products.
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I love doing a business audit quarterly. This might seem excessive but I like to analyze what is resonating and making sure that my brand aligns with my long-term goals. This helps me refocus and stay aligned and allows me to look at my competition and understand what they are doing better and what I can improve in doing.
The next step is to decide which type of brand architecture best suits your needs and objectives. There are three main types of brand architecture: house of brands, branded house, and hybrid. A house of brands is when you have multiple sub-brands or products that operate independently and have their own identities and target markets. A branded house is when you have one master brand that dominates and unifies all your sub-brands or products under a common identity and value proposition. A hybrid is when you combine elements of both house of brands and branded house, depending on the level of connection and differentiation you want to achieve between your sub-brands or products.
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I like having my personal brand as the main master brand and having everything else as sub-brands. I think that by having the personal brand as the master brand, it allows you to grow your exposure as an individual and then use that to grow your businesses. This allows consumers to get to know you as a person first and your values and beliefs.
The third step is to define the roles and relationships of your sub-brands and products within your chosen brand architecture type. You should clarify how each sub-brand or product contributes to the overall brand value, how they support or complement each other, and how they differentiate from the competition. You should also establish the degree of visibility and integration of your master brand across your sub-brands or products, and the guidelines for naming, logo, design, and messaging.
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Having a clear method to differentiate and connect the brands is so important. Some ways that different sub-brands can be connected are: - Values and mission - Branding colors and aesthetic - Messaging
The final step is to communicate your brand architecture to your internal and external stakeholders. You should create a visual representation of your brand architecture that shows the hierarchy, structure, and connections of your sub-brands and products. You should also develop a brand story that explains the rationale and benefits of your brand architecture, and how it reflects your brand purpose and personality. You should then disseminate your brand architecture across your channels and touchpoints, and ensure that it is consistent and coherent.
Using the brand architecture model can help you organize and relate your sub-brands and products in a way that enhances your brand identity, strategy, and performance. It can also help you adapt to changing market conditions, customer preferences, and competitive pressures. By following these steps, you can create a brand architecture that works for you and your customers.
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Having a brand architecture will help you: - define long-term goals for your brands - guide your branding and overall messaging Sharing the long-term vision will help others see the big picture and will start to understand your reasoning for dividing your brands. Not sharing the long-term vision and reasoning for your subbrands can cause confusion at first.
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Brand architecture is often communicated across stakeholders with brand guides. Brand guides are basically brand specific playbooks that include all of the brand elements that content related to the brand should be produced with to maintain consistency for recognition and recall. Brand guides can include colors, fonts, logos, vector images, tone of voice, key people, slogans, brand bios, buyer personas, and anything that involves your brand architecture.
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I am a big fan of band architecture because it allows multi-dimensional entrepreneurs to operate different businesses and connect them accordingly. I personally like having my personal brand as my master brand and connecting my 2 other brands with similar brand aesthetics.
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