Every week we talk about branding, brands, and countless other things, but above all, the most important thing: Simplicity. It shouldn’t just be present in your designs, but also in your structure. Usually, when something fails, it’s because it’s superfluous. Besides a group, KISS It’s a principle.
Building your brand: ARCHITECTURE
An architect proposes solutions that bridge the gap between structural needs and those of the client. Rational and aesthetically pleasing, right? The same applies to brands, which is why branding architects are needed, capable of:
Analyze the market and the company’s context to develop a strategic proposal.
Define the target market and buyer persona.
Establish short- and long-term goals and objectives.
Define the organizational structure.
Optimize strategies.
Identify opportunities for creating new brands.
Anticipate potential conflicts.
Improve organizational order and clarity.
Do you already have one? Not yet? We have a team of branding architects in Madrid at Salago and we can help you build and optimize brand structures.
What is brand architecture?
A strategic lever for creating value. With it, you organize a business by focusing on ensuring that audiences better understand the offering. Brand architecture is redefined (or built, what can you do?) when a major change is planned within the company or when it has grown organically, generating a universe of sub-brands, divisions, departments… that has become unstable, inconsistent, and difficult to manage. For example:
- In international expansion. Thinking about opening your business to markets in other parts of the world? It’s worth reviewing.
- When segmenting. Do you need to diversify into new segments? Which ones? How will you communicate this?
- In mergers. If you join with new teams, redefining the structure is essential.
- The same as always: Gain visibility. Clarifying your value proposition improves sales opportunities and organic growth.
These four situations would be fantastic to focus on to generate greater returns. The key to building a good brand architecture lies in simplicity, the same simplicity we talked about at the beginning of this post. Remember?
Generally speaking, the simplest brand structure will be the most efficient. The one that finds the balance with the management team and the business strategy. The one that accelerates brand growth and increases its value.
Before you launch… identify your business model
Before you take the plunge, you need to be very clear about the type of model that suits your business. It might be one of these four:
- Monolithic. All products and services operate under the same corporate and commercial brand name.
- Independent. Uses different brands for each line of business.
- Supportive. A remix. Corporate brand and product brand appear combined.
- Asymmetric or mixed. Different architectural models are used for different lines of business.
Building a brand architecture can be easy, but building a strong and balanced brand architecture… not so much. That’s why many companies seek external support.
Are you considering it?
