The phrase “brand architecture strategy” is just industry-speak for something that most of us, as consumers, practice every day: how a company’s logos & brands work collectively, and how customers will experience and interact with the brands.
Brand architecture is essentially a diagram. It refers to the composition of brands within an organization. Think of it as a hierarchy, a way of examining the relationship between brands and sub-brands. The brand architecture presents structural clarity and helps both employees and clients fully appreciate the most significant components of your brand and how they interrelate.
The purpose of brand architecture is to build hierarchical associations within a company’s formation and its product collection. A strategically conceived and rigorously stationed brand architecture is key to helping business goals, maximizing productivity and optimizing performance.
Brand architecture is about maintaining change. It has both internal and external associations. From the outside, it can assist people to make sense of a multidimensional composition and differentiate a business’ essential services. Brand architecture has value as a marketing strategy engine.