Brand Architecture is an important strategic process in Brand Development. Brand Architecture, simply put, is the relationship between various Brands in an Organisation. It defines how should two Brands be related or be completely unrelated. Brand Architecture informs how should each Brand behave, how should they talk, what should they believe in and how do they Visually Express themselves. It maximises Visibility of every Brand in the Portfolio.
Whether you are establishing your first Brand, or you’re big enough to Merge/Acquire another company or have grown to be Multi-Million Dollar Business with several Brands, Brand Architecture is important to you.
Scenario 1: You are starting your first business
Consider you are a budding Entrepreneur and have plans to start a new fine-dine Restaurant in the coming months. Subsequently, you also have plans to start a Sports Bar and a Themed Cafe.
A. You decide that all these 3 businesses should run as ONE Brand. They should all be built on same Values, have same Brand Name, Logo and Visual Style. Great. You will save on Marketing Expenditure and can leverage the Equity of already existing Brand Name. But, if you deliberate a little more, you’ll realise that all the three businesses will cater to different set of customers.
B. Hence, you may want to consider option B, where you’ll give each business its own unique Identity, unique Brand Name, Logo and Visual Style. Well, there are demerits of doing so as well. You’ll have to establish each of the Brands from the beginning. Investing so much of time and money may not be worth it. Here is where a Branding Agency comes in. By systematically analysing multiple parameters, you’ll be recommended if all or none of the future businesses should carry existing legacy.
Scenario 2: Your existing business is successful. Now, time for a new business. Or perhaps, a merger or an acquisition.
In such situations, Brand Architecture Strategy can help you in three ways:
1. Avoids Cannibalisation:
BMW 3 series doesn’t cannibalise sales of 5 Series because they are meant for different Customer Profiles. If you’re sporty and young, you’d go for the 3; and if you’re more of an Executive Class who is mostly chauffeured around, you know the 5 Series is your choice. This takes us to our second point.
2. Clarifies offerings:
Brand Architecture bring order and clarity to the portfolio. It can help Customers differentiate between two products of the same company (House of Brands) or it can help them identify two Brands of the same company (Branded House). This also helps Customers choose what they want. It is easier to decide between MacBook Air and MacBook Pro, as compared to two windows computers from HP.
3. Optimises expenses:
A clear and easy to understand Brand Portfolio helps Brand Owners to optimise Marketing spends on each Brand and control Management expenses that otherwise would have been out of proportions.
About The Brand Meridian Model:
The Brand Meridian Model is our Proprietary Tool that solves most complex Portfolio issues to help maximise business resources. It irons our any anomalies in the Portfolio whilst also optimising and leveraging Brand Equity. You can learn more about The Brand Meridian Model by writing to us.