Growth, mergers, innovations and much more…
Your organization is growing, merging, or expanding with new products and services. You have multiple brand names, labels, or business lines. But how do they relate to each other? And more importantly, how do you communicate this clearly to the outside world? Perhaps you recognize this:
- Internal confusion about brand structures and responsibilities
- Customers who don't understand the connections between your brands
- Overlap in positioning and target groups
- Inconsistency in visual and verbal identity
Without brand architecture, your brand portfolio will grow into a cluttered mess. This needs to change. With a thorough analysis of target groups, core values, USPs, competitors, trends, sales results, and more, we create insight and subsequently overview.
For brands with vision
Sober approachers
Eye for detail
Creative and resourceful
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What is a brand architecture?
Brand architecture is the strategic structure of all the brands, labels, services, and business units within your organization. It's about structure: how do your brands relate to each other, what role do they play within the whole, and how do you ensure cohesion without each brand losing its individual character?
Depending on the situation, we develop a smart strategy. This can be done, for example, in the following ways. Theoretically, several common tools have been developed for this. Take a branded house, for example. A branded house revolves around one strong main brand with specific labelsaronit. Think of Google or Apple, for example.
A house of brands focuses more on the parent organization. This strategy groups multiple separate brands under a single organization, each with its own identity and communication. Unilever is a very well-known brand, as is Coca-Cola, for example. If your sub-brands primarily benefit from a single parent brand, you're dealing with endorsed brands. Finally, there are also hybrid brands.
Shall we look together at what best suits your organization?
Our approach: insight, overview, structure
At Brain Communicatie we work as a strategic partner for organizations seeking to build a clear brand foundation. As a brand strategy agency, we not only help structure brands but also connect this structure to the broader brand identity and positioning. Throughout this process, we prioritize trust within your organization, focus on communication, attention to detail, and the freedom every brand needs to differentiate itself. Our approach consists of four steps:
What it yields
A clear brand architecture helps your organization improve internal collaboration and role allocation, ensure consistent brand identity, and ensure clear positioning.
It's precisely that clarity that increases your brand's value, attracts customers, and helps with word-of-mouth marketing. Companies ready for growth no longer say, "We don't have time for that," but instead dedicate themselves to brand quality every day.
This way you ensure that customers recognize, understand and trust your brands, regardless of the complexity behind the scenes.
Frequently asked questions
Brand strategy is about the direction of an individual brand. Brand architecture is about the coherence between multiple brands within a single organization.
No, even smaller organizations with multiple labels or product lines can benefit from a clear structure. But it's especially important for growing and complex organizations.
Clarity, consistency, better collaboration and a future-proof brand portfolio.
Yes, from visual development to internal communication and support — we guide you through the entire process.
Are you looking for a brand strategy agency that really thinks along?
Do you want to build together on a brand that is correct, inspires and gives direction? Feel free to contact us and discover what a brand strategy can mean for your organization.
