Wed, 01 Dec 2021

Why is Brand Architecture Important?

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17 Nov 2021, 14:24 GMT+10

The current advertising situation is buzzing with brands, and this includes their activities of branding. From political parties and leaders to governments, businesses, and NGOs, almost everyone has become a brand, making them perform better in various areas of society.

As businesses expand, they might want to appear to various audiences through services and products. Although branching out is very lucrative for businesses, it will add another layer of complexity to the brand identity, which will perplex your customers.

However, an intelligently designed and intuitive brand framework may help you pair your products with your target audiences while enabling you to control your brand's perception.

While brand architecture is vital for big organizations, startups, and small businesses may also witness a considerable improvement in the performance of services and products they offer, and at the same time get the following benefits:

1. Define Brand Approach and Positioning

One of the greatest benefits of brand architecture strategy is its clarity to customers about the relationship between the business and its small brands.

Defining the message of every brand clearly will help in brand positioning and consistency while increasing customer:

  • Retention
  • Recall

2. Minimize the Expenses of Marketing

Consistent brand architecture can clarify the product offerings for the audience and generate clarity within the business itself.

When it becomes clear to everyone how every brand contributes to the overarching goal, your marketing team will know where to allocate financial resources to have better ROI.

3. Capture Attention with Bold Stories

Every business has stories to tell. However, at times the compelling element of those stories are buried. Consolidating your business's brand will give you a chance to tell the reason you established your company and what unites you.

Telling such stories the proper way will need synthesis, creative execution, communication strategies, and good research.

4. Improve Brand Awareness

When you clearly delineate sub-brands or divisions, customers will understand the value propositions. Plus, a consumer of one division can easily be more shifted to a customer of other divisions than clients without history.

When you also architect sub-brands and parent brands intuitively and logically, your marketing efforts will be more effective. With opportunities to cross-promote different sub-brands, your marketing strategies will as well be efficient.

5. Boost Morale

While some businesses encourage competition among internal brands, this approach is not sustainable and may not apply to many forms of business.

However, workers might be more encouraged if they belong to different business units, especially when the parent company has a clear and unified branding.

6. Gain More Unified Strength

A verbal and consistent visual identity, which matches the parent brand with sub-brands, will clarify the strength of every brand in the marketplace.

This clarifies also serves to emphasize the relationship businesses have with current consumers while instilling more confidence in the following:

  • Shareholders
  • Staff
  • CEOs
  • Board of directors

Concluding Thoughts!

Depending on the target market, product, or service, there are various ways to approach the branding process. Usually, businesses are different, and the dissimilarity of brand architecture is somehow ambiguous.

While your company may apply a corporate branding strategy and endorse branding for other sections, the best solution is to determine how much you should separate them or mix up things.

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