What is the best way to manage brand architecture conflicts and overlaps?

1 Identify the sources of conflict and overlap

Analyzing your current brand architecture is the first step to identify potential or actual conflicts and overlaps. These can be due to market changes, such as new customer segments or needs, or business growth like mergers and acquisitions. Brand evolution, such as repositioning or redesigning, and brand extension, like launching new products or services under existing brands, can also be causes. Conflicts and overlaps can have an effect on your brand clarity, consistency, and equity; for instance, you could have two sub-brands targeting the same audience with similar benefits, or a product that doesn't align with your main brand promise or personality.

2 Choose the best brand architecture model

The next step is to choose the best brand architecture model for your business goals and customer expectations. There are three main types of models: monolithic or branded house, where you use one master brand for all your offerings; pluralistic or house of brands, where you use multiple independent brands; and hybrid or endorsed, which is a combination of the two. The monolithic model is suitable for businesses that want to leverage their brand reputation, create a strong identity, and simplify their portfolio. Examples include Apple, Google, and Coca-Cola. The pluralistic model is suitable for businesses that want to target different markets, offer diverse benefits, and avoid cannibalization. Examples include Procter & Gamble, Unilever, and Marriott. The hybrid model is suitable for businesses that want to balance the advantages and disadvantages of the other models, and create a flexible and adaptable portfolio. Examples include Virgin, Nestlé, and BMW.

3 Align your brands with your value proposition

The third step is to align your brands with your value proposition, the core benefit that you offer to your customers and that sets you apart from your competitors. To do this, you need to ensure that each of your brands has an identifiable and attractive value proposition that meets the needs and preferences of your target audience. It's also important to make sure that the value propositions of your brands don't conflict or overlap with each other, or with the master brand, if you use a hybrid or monolithic model. There are various tools and frameworks available for defining and communicating your value proposition. These include the Value Proposition Canvas, which helps you map out customer segments, their jobs, pains, and gains, as well as how your products or services address them. Additionally, the Value Proposition Statement summarizes your value proposition in one sentence that explains who your customers are, what problem you solve, and why you are different. Lastly, the Value Proposition Pyramid helps structure your value proposition into three levels: functional, emotional, and social.

4 Manage your brand portfolio

The fourth step is to manage your brand portfolio, which is the collection of all your brands and how they relate to each other. You need to regularly monitor and evaluate your brand portfolio, making adjustments as needed to maximize performance and profitability. To measure and manage your brand portfolio, you can use a brand portfolio matrix, which plots your brands on a grid based on their market share and growth potential, helping you identify the roles and strategies for each brand. A brand portfolio audit assesses the health and value of your brands, identifying any gaps or opportunities for improvement. Additionally, brand portfolio pruning eliminates or consolidates any brands that are underperforming, redundant, or irrelevant.

5 Communicate your brand architecture

The final step is to communicate your brand architecture to internal and external stakeholders, and ensure they understand and support your brand vision and strategy. To do this, you need to create a consistent and coherent brand identity system that covers all the elements of your brand expression, such as your name, logo, tagline, colors, fonts, imagery, voice, tone, messaging, guidelines, standards, and policies. Additionally, you should create a brand communication plan that covers all the channels and touchpoints where you interact with customers. This includes website, social media, email, advertising, PR events, packaging, signage, merchandising, customer service feedback and loyalty. Managing brand architecture conflicts and overlaps can be complex and dynamic but if done correctly it can be rewarding and strategic. Following these tips can create and maintain a strong and effective brand architecture that supports business growth and customer satisfaction.