A key component in addressing brand strategy is establishing a rational approach to brand architecture. A well-defined brand architecture serves as the backbone of a successful branding strategy, providing clarity and direction for how brands and sub-brands relate to one another within a portfolio. This clarity is essential for maximising impact and ensuring that each brand’s unique identity contributes to the overall mission and goals of the organisation.
To guide our clients through this critical process, we adopt the leading approach outlined in “The Brand Relationship Spectrum” by Professor David Aaker and Erich Joachimsthaler. This framework helps businesses understand how their brands relate to their portfolios and the implications of these relationships. At one end of the spectrum is the House of Brands strategy, where each brand operates independently to maximise its impact in the market. For example, General Electric (GE) offers a vast range of services through diverse brands like RCA, Fisher & Paykel, Haier, and Monogram, each targeting distinct market segments without direct reference to the GE master brand.
Conversely, at the other end of the spectrum is the Branded House strategy, where the master brand plays a dominant role across multiple offerings. A prime example of this is BMW, which maintains a consistent identity across its entire product line. No matter the product or location, the BMW brand is synonymous with quality and performance, creating a strong association that enhances consumer trust and loyalty.
Exploring options
Fluid’s creative team works collaboratively with clients to explore these brand architecture options in depth. We conduct thorough market research and competitive analysis to identify the most effective structure for your brand portfolio. Our team understands that the chosen architecture should align with your business objectives, target audience, and market dynamics, ensuring that every brand within the portfolio contributes to the overall narrative and value proposition.
To bring these concepts to life, we provide visual demonstrations of brand architecture options through sketches and mock-up concepts. This visual approach enables clients to see how various strategies would manifest in their branding efforts. For instance, we can illustrate how a House of Brands strategy might showcase each brand’s individuality while highlighting how they fit within the overarching corporate structure. Alternatively, we can create mock-ups, emphasising the cohesive identity that connects all offerings under the master brand.
Our creative team not only presents these concepts but also engages in discussions with clients to refine their vision. By iterating on designs and receiving feedback, we ensure that the final brand architecture is both visually compelling and strategically sound. This collaborative process helps clients feel confident in their branding decisions, knowing that they have considered all possibilities and implications.
In addition to brand architecture, we emphasise the importance of flexibility and adaptability in the branding process. Markets evolve, and consumer preferences shift, which necessitates a brand architecture that can adapt over time. Our team remains committed to providing ongoing support and guidance as clients navigate these changes, ensuring that their brand architecture remains relevant and effective in achieving their business goals.
At Fluid, we believe that effective brand architecture is not merely a structural framework; it is a strategic tool that can drive business success. By partnering with us, clients gain access to our expertise in branding strategy, creative design, and market analysis, equipping them to build powerful brand identities that resonate with their audiences. Let us help you define and refine your brand architecture, setting the stage for lasting impact and growth in your market.