Here’s our favorite brand architecture definition: Brand architecture is an overarching term (no pun intended) that contains the entire brand hierarchy of a brand, including the various brand identities involved.
We know. That wasn’t very helpful. We just listed three separate terms:
Brand architecture
Brand hierarchy
Brand identity
Let’s define those and clarify how they relate to each other.
This is the masterplan, the outermost container (think Russian nesting dolls) within which the brand hierarchy resides, and each brand possesses its own “chapter” of the master brand identity.
This is the flowchart that has the master brand or parent brand at the top, and the various sub-brands shown in the relationship beneath. There are many different arrangements of brand hierarchies, using yet more terms! But you may have heard of some of the most frequently seen:
Branded house
The most commonly cited branded house architecture is FedEx. When the parent company and its subrands all deliver related services or deliver a similar customer experience, the branded house is a common
House of brands
Without question, the most cited example of a house of brands is Proctor & Gamble. In this type of brand architecture, the “head of the house” is the P&G brand itself, however, there is no connection between the head of the house and the sub-brands from the consumer perspective. All of the sub-brands have their own identity, and many of them have their own sub-brands with their own hierarchies.
Endorsed brands
Endorsed brands are a type of brand in a brand hierarchy that are associated with another, more established brand (usually the corporate brand.) Endorsed brands use the reputation and trust of the primary brand to build their own reputation. Some brand endorsement examples include Nike’s Jordan Brand, Apple’s Beats headphones, and Amazon’s Kindle e-readers.
If a brand is planning to introduce new products, services, or initiatives that need to be positioned within the existing brand structure, and there’s a possibility that those introductions won’t fit well or could cause confusion, a new hierarchy could be up for consideration.
Additionally, changes to the brand hierarchy should be considered when the brand is looking to re-position itself to better meet customer needs or to better differentiate itself from competitors. Often, the changes required to achieve these aims go beyond the cosmetics of brand identity or even messaging, requiring a restructuring of brands and their relationship to a master brand.
Finally, a brand should consider making changes to its brand hierarchy when the current structure is no longer working or is not resonating with customers. Slumping sales, reduced customer engagement, declining customer loyalty, and poor reviews may not always be a result of poor product or service quality. Qualitative customer research to learn more about how the customer perceives and interacts with your brand versus others may be in order.
We will start by assessing your existing brand hierarchy to develop a comprehensive understanding of how your brand is structured. This may include analyzing the brand’s mission, vision, values, and overall positioning in the market to determine what needs to be adjusted or improved.
From there, we will create a new brand hierarchy that outlines how your brand should be structured going forward to address your business goals and/or customer issues. This may include refining your brand’s mission and vision, developing a unified and consistent branding strategy, and creating a clear hierarchy of visuals and messaging across all channels. BS LLC will work collaboratively with you to ensure that all elements of your brand are cohesive, consistent, and effective at delivering your desired message and customer experience.
