Brand Architecture: 3 Ways It Impacts Your Website (and How Optimizely Can Help)
Paul Graham
Digital Tech Lead and Optimizely consultant, leading innovative tech solutions!
Introduction
Is your website a true reflection of your brand? How you structure your brands, products, and services—your brand architecture—plays a massive role in your online success. Let's explore how different brand architectures impact websites, offer key considerations and best practices, and demonstrate how Optimizely can help consultants optimize their digital offerings.
Defining Brand Architecture
Brand architecture represents how a company organizes its brands, products, and services. This structure defines their relationships and interactions within the broader brand strategy. There are three main types, which vary in terms of integration.
How Brand Architecture Affects Websites
Site Structure and Navigation
For more insights, refer to my article, The Benefits of Using Microsites and How Optimizely Can Help"
A Content Delivery Network (CDN) is a great way to protect shared infrastructure. However, centralizing content and publishing can sometimes create bottlenecks, especially for global brands needing local market flexibility.
Content Strategy
For more insights on this approach, see my article "Unlocking the Power of Headless CMS with Optimizely."
Developing a shared taxonomy for relevant keywords can improve brand collaboration and consistency. However, ignoring information architecture can lead to disorganized content and hinder user navigation.
Visual Design and User Experience (UX)
Investing in a robust, adaptable design system can be beneficial, especially for hybrid models, enabling shared elements and insights. However, failing to tailor visual design to each brand's identity can create a disjointed UX.
SEO and Digital Marketing
Maximize SEO performance and discoverability across all brand sites with regular audits. Focus on creating unique content for each brand and implement canonical URLs to manage any unavoidable duplicate content.
User Engagement and Interaction
Customizing user engagement according to brand structure. Utilizing analytics to understand user behaviour and tailor interactions accordingly. Discrepant messaging and interaction styles can result in a fragmented user experience.
How can Optimizely help?
Optimizely offers solutions capable of supporting diverse brand architectures:
Conclusion
Creating a strong brand architecture is vital for a solid online presence. Applying these principles allows you to build websites that resonate with your target audience and lead to favourable business results. What obstacles do you encounter in ensuring your website reflects your brand? Don't hesitate to comment below!
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