Posted On 12 Jan 2022
Marama Carmichael

It’s common for businesses that have been in the show for years, especially those that have maintained steady growth, to confuse their customers about the range of products and services they offer.  Most of them aren’t even aware they are doing that because they have grown accustomed to how things are, and aren’t aware of how consumers perceive their brand.

A branding and marketing agency is best placed to help with brand architecture, which can bring clarity to everything you do. It is the best way to get your company’s range of products and services into focus and keep your customers interested in what you do. In this article, we’ll unpack what brand architecture is, why it’s important, and what you can do to implement it the right way.

What Is Brand Architecture? 

In layman’s language, brand architecture is simply a business’s structure of its brands, products, and services and how consumers understand them. It’s how you organise your business’s portfolio of brands, sub-brands, products, and services and how they relate to each other. A brand’s organisation makes it easier for you to allow different parts of your brand to work together when needed, and keep parts of the brand separate as well. But the benefits don’t stop there.

Why Is It Important? 

Internally, brand architecture helps you structure your offerings in a way your consumers will recognise them. This is possible because you’re able to look at your offerings through the eyes of your consumers and define the relationship that exists between your products and services, making it possible to reach your target market. Externally, a brand architecture makes it easier for your audience to recognise your products and services and clearly navigate from one to the other.

A brand architecture further helps create a synergy between the parent brand and the child brand.