Brand architecture organises the different subsections, sub-brands, products or services of a larger brand. If a brand’s architecture is unclear it can cause confusion for consumers and may make them less likely to spend money and become a customer of your business, so it’s vital that the architecture is done correctly.
Successful brand architecture includes an integrated system of names, symbols, colors, and visual vocabulary as this will help provide clarity on your business and offerings which will in turn help consumers have a clear understanding of your multifaceted organisation. It also means that a customer with an existing relationship with one of your brands will be much more likely to try one of the other brands. An effective brand architecture is also an important guide for any further brand extensions, sub-brands and development of new products.