{"id":3978,"date":"2022-12-13T08:03:00","date_gmt":"2022-12-13T08:03:00","guid":{"rendered":"https:\/\/new.salago.design\/sin-categorizar\/arquitectura-de-marca-que-es\/"},"modified":"2022-12-13T08:03:00","modified_gmt":"2022-12-13T08:03:00","slug":"arquitectura-de-marca-que-es","status":"publish","type":"post","link":"https:\/\/salago.design\/es\/blog\/arquitectura-de-marca-que-es\/","title":{"rendered":"Arquitectura de marca: Qu\u00e9 es"},"content":{"rendered":"<p id=\"\"><strong id=\"\"><em id=\"\">Cada semana hablamos de branding, marcas y un sinf\u00edn de cosas, pero por encima de todo, lo m\u00e1s importante: La sencillez. No solo debe estar presente en tus dise\u00f1os, sino tambi\u00e9n en tu estructura. Normalmente, cuando algo falla, es que sobra. Adem\u00e1s de un grupo, <\/em><\/strong><a href=\"https:\/\/es.wikipedia.org\/wiki\/Principio_KISS\" target=\"_blank\" id=\"\"><strong id=\"\"><em id=\"\">KISS<\/em><\/strong><\/a><strong id=\"\"><em id=\"\"> es un principio.<\/em><\/strong><\/p>\n<h2 id=\"\">Construyendo tu marca: ARQUITECTURA<\/h2>\n<p id=\"\">Un arquitecto plantea soluciones puente entre las <strong id=\"\">necesidades estructurales y las del cliente<\/strong>. Racional y est\u00e9tico \u00bfverdad? Con las marcas ocurre exactamente lo mismo, por eso se necesitan arquitectos del branding, capaces de:  <\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">Estudiar el mercado y el contexto de la empresa para hacer una propuesta estrat\u00e9gica.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Definir el mercado y el buyer persona al que se dirige la marca.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Establecer metas y objetivos a corto y largo plazo.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Definir la estructura empresarial.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Optimizar las estrategias.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Detectar las oportunidades de creaci\u00f3n de nuevas marcas.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Prever posibles conflictos.<\/strong><\/li>\n<li id=\"\"><strong id=\"\">Aumentar el orden y la claridad estructural.<\/strong><\/li>\n<\/ul>\n<p id=\"\">\u00bfYa tienes a uno? \u00bfTodav\u00eda no? Tenemos un equipo de arquitectos del <a href=\"https:\/\/www.salago.design\/estrategia-branding\" target=\"_blank\" id=\"\"><strong id=\"\">branding en Madrid en Salago<\/strong><\/a> y podemos ayudarte a construir y optimizar estructuras de marca.  <\/p>\n<h2 id=\"\">\u00bfQu\u00e9 es la arquitectura de marca?<\/h2>\n<p id=\"\">Una palanca estrat\u00e9gica para <a href=\"https:\/\/www.salago.design\/estrategia-branding\" target=\"_blank\" id=\"\">crear valor<\/a>. Con ella, organizas un negocio poniendo en el foco que las audiencias entiendan mejor la oferta. La arquitectura de marca se redefine (o construye, qu\u00e9 le vamos a hacer) <strong id=\"\">cuando hay previsto un gran cambio<\/strong> en la empresa o esta ha crecido de forma natural generando un <strong id=\"\">universo de submarcas<\/strong>, divisiones, departamentos\u2026 que se ha convertido en poco s\u00f3lido, poco coherente y dif\u00edcil de manejar. Por ejemplo:   <\/p>\n<ul id=\"\">\n<li id=\"\"><strong id=\"\">En una expansi\u00f3n internacional<\/strong>. \u00bfPensando en abrir el mercado de tu negocio en otros lugares del mundo? No est\u00e1 de m\u00e1s revisar.  <\/li>\n<li id=\"\"><strong id=\"\">Ante una segmentaci\u00f3n<\/strong>. \u00bfNecesitas diversificarte en nuevos segmentos? \u00bfCu\u00e1les? \u00bfC\u00f3mo lo vas a comunicar?   <\/li>\n<li id=\"\"><strong id=\"\">En fusiones<\/strong>. Si te unes con nuevos equipos, redefinir la estructura es esencial. <\/li>\n<li id=\"\"><strong id=\"\">Lo de siempre: Ganar visibilidad<\/strong>. Clarificar la propuesta de valor mejora las oportunidades de venta y el crecimiento org\u00e1nico. <\/li>\n<\/ul>\n<p id=\"\">En estas 4 situaciones ser\u00eda fant\u00e1stico poner foco para generar mayores retornos. Las claves para construir una buena arquitectura de marca se encuentran en la <strong id=\"\">simplicidad<\/strong>, esa misma de la que habl\u00e1bamos al principio de este post. \u00bfRecuerdas?  <\/p>\n<p id=\"\">Por norma general, la estructura de marca m\u00e1s simple ser\u00e1 la m\u00e1s eficiente. La que encuentre el punto de equilibrio con el equipo directivo, con la estrategia del negocio. La que consiga<strong id=\"\"> acelerar el crecimiento de la marca y su valor<\/strong>.  <\/p>\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-center\" data-rt-type=\"image\" data-rt-align=\"center\">\n<div id=\"\"><img decoding=\"async\" src=\"https:\/\/salago.design\/wp-content\/uploads\/2026\/03\/65094886af8f0c64c8b900e9_que_es_la_arquitectura_de_marca_01.jpg\" loading=\"lazy\" width=\"auto\" height=\"auto\" alt=\"\" id=\"\"><\/div>\n<\/figure>\n<h2 id=\"\">Antes de lanzarte\u2026 identifica tu modelo de negocio<\/h2>\n<p id=\"\">Antes de que te lances a la piscina, debes tener muy claro el tipo de modelo que se ajusta a tu negocio. Igual es uno de estos cuatro: <\/p>\n<ol id=\"\">\n<li id=\"\"><strong id=\"\">Monol\u00edtico<\/strong>. Todos sus productos y servicios operan bajo el mismo nombre de marca corporativo y comercial. <\/li>\n<li id=\"\"><strong id=\"\">Independiente<\/strong>. Utilizar distintas marcas para cada l\u00ednea de negocio. <\/li>\n<li id=\"\"><strong id=\"\">De apoyo<\/strong>. Un remix. Marca corporativa y marca de producto aparecen combinadas.  <\/li>\n<li id=\"\"><strong id=\"\">Asim\u00e9trico o mixto<\/strong>. Se usan distintos modelos de arquitectura para las distintas l\u00edneas de negocio. <\/li>\n<\/ol>\n<p id=\"\">Construir una arquitectura de marca puede ser f\u00e1cil, pero construir una arquitectura de marca s\u00f3lida y equilibrada\u2026 no tanto. Por eso muchas empresas buscan apoyo externo. <\/p>\n<p id=\"\">\u00bfLo est\u00e1s pensando? <a href=\"https:\/\/www.salago.design\/\" target=\"_blank\">Salago<\/a>.<\/p>\n<p id=\"\">\u200d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cada semana hablamos de branding, marcas y un sinf\u00edn de cosas, pero por encima de todo, lo m\u00e1s importante: La [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3977,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[24],"tags":[],"class_list":["post-3978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Concepto y claves de la arquitectura de marca<\/title>\n<meta name=\"description\" content=\"\u00bfSabes qu\u00e9 es la arquitectura de marca? 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