If you don’t build to last… you won’t.
Every aspect of how people will interact with that brand contributes to the image of your brand that will be created in the marketplace. And to ensure that the image that emerges is the one you want, you must have a strategy for every touch point, digital and otherwise.
What is brand architecture?
How do your services relate to each other, and how should your customers approach them?
Having a clear Brand Architecture is essential so for your products or services to appear as a cohesive ‘family’ that supports and supplements all its members. This is important both for the better understanding of your customers as well as your employees and trade partners.
A good Brand Architecture organizes your portfolio of brands, products and services in such a way that each entry on the list appears as an extension and a natural part of the whole. Because it is hard for customers to remember one product and what it does on its own, but when there is an interaction with other members of your brand family, the relationships and the overall sectors you serve will be far easier to recall. And that benefit then carries over from your leading brand to all other members of the family.
Meanwhile, internally, it will help your team to stay focused, with a clear idea of what it is that you stand for and what areas that could extend to. Which again feeds back into the customer’s understanding, helping them to perceive your brand(s) just the way you want them to.