When we are creating a new or “refreshed” brand architecture, we consider four major elements:
- Brand Architecture (the overall “container”, defined above)
- Brand Hierarchy (the “flowchart” of master or parent brand and sub-brands)
- Brand Identity Design (the synergistic design elements for each particular brand)
- Customer Personas served by the participating brands
Brand Hierarchy maps the relationships between the various brands within the architecture. This includes the parent brand, which is the main brand, and the sub-brands, which are related brands that fall under the parent brand. For example, Apple is the parent brand and iPhone and iPad are but two of its sub-brands. It is important to consider how each of these brands relates to each other and how they will interact with each other to create a unified brand identity.
Brand Identity Design refers to the various visual — and often linguistic — elements that make up the overall design. This includes the brand name, logo, tagline, typeface, colors, and imagery. The brand name is the most important element as it is used to identify the business. The logo acts as a visual representation of the brand and should be used consistently across all platforms. The tagline or slogan should be simple, succinct, and memorable. The typeface should be recognizable and easy to read while the colors and imagery should reflect the brand’s personality and target audience. All of these elements should work together to create a cohesive brand image that is recognizable and memorable.
Finally, it is important to consider the different Customer Personas that are being served by the brand architecture. By understanding customer personas, businesses can create a brand architecture that is tailored to their target audience and resonates with them. This will help ensure that the brand is communicating the right message and providing the customer with an experience that is tailored to their needs. At BS LLC, we use personas rather than demographic segments, as personas function to define preferences and behaviors.