November 9th, 2023
The term “brand house” might seem familiar to many, having been bandied about in the branding and marketing world for some time. However, transcends mere industry lingo, establishing itself as an important concept in creating a solid brand structure, whether rebranding or starting from scratch. Consider it like ‘master plan’ of a brand’s identity, similar to an architectural blueprint for a sturdy abode. This concept is integral, serving as the framework upon which a brand’s identity, unity, consistency and endurance are built.
What constitutes a brand house?
A brand house embodies a strategic model that encapsulates your brand, working as a constant guidance system and reference for both internal communication and external consumer interactions. More than a strategic tool, it recognises the significant duty brands hold in today’s ever-changing world. Brands are not merely promoters of products; they are empowered to effect significant change for their audiences and the wider community.
Brands should see themselves as catalysts for change, and our dedication lies in elevating them to meet this new way of being. It’s why we promote a transparent brand house to foster authenticity so everyone knows where you stand as a company.
Pillars of a strong brand house
The following shows the steps we take in order to build the brand house. We often bake in other elements such as values and mission, but in today’s world, though still vital to the full brand guidelines, these seems to serve more as decoration as they are predominantly internal signifiers. Vision and tone are also factors that could play a part in the brand house, but the fundamentals are what create the strength of the brand house.
1. Brand Belief:
At the base or foundation of our brand house is the belief of the brand. The observation and theory and spark of why the brand started in the first place. It answers the ultimate ‘why question’. It communicates with all audiences a narrative background into the genesis of the brand. And in that narrative connection can be found.
2. Brand Purpose:
The front door of the brand and the core building block. It is the entrance into the brand. It is what connects brands to audience and becomes your most valued selling point. It’s the vision and intent – the promise in what the brand is setting out to do. A purpose is the fundamental reason for a brand’s existence beyond profit, products and services offered. It typically involves a commitment to making a positive impact on the world, whether through social responsibility, environmental sustainability or contributing to a larger cause that aligns with the brand belief. It is a brand’s guiding principle.
3. Brand Responsibility:
Whether your company is fresh out of the gate or well established, regardless of its scale or the nature of your endeavour, the quintessential enquiry we present to every brand is intrinsic to its identity: “What is your brand’s responsibility?” We have to establish this because it is the heart of the brand house. It is the action and conviction in the brand promise. In fact, it’s a whole other blog post.
4. What We Do:
‘What We Do’ is the first function of our brand house. This is where we talk about products or services. This is the greatest area of brand growth but ultimately should be tied to the brand’s belief, purpose and responsibility. These aspects can be a good marker what answering this question.
5. How We Do It:
‘How We Do It’ forms the second brand function. This is the plan in action. It’s the actions and steps that are being made, in order to fulfil the ‘what’ and the ‘why’. It’s also a place to make key differentiation from other brands.
6. Brand Positioning:
The positioning is a summary of the brand. It is the sums of all parts that sit below it. It is the punch and encapsulates all that a brand is. A well-positioned brand is what makes the difference between you and you competition.
7. Brand proposition
This is the brand’s offer, in a short susynced statement that is ownable only to the brand. Sometimes it’s used as a strapline, sometimes as a mantra, sometimes both, sometimes neither – but it is what drives the creative face of the brand and offers the most sense of value to the audience.
A lot of brands start here. And that’s okay. However, matching and representing the brand house means strength, clarity and reason. Whilst a name (and logo) does not make the brand, it is the core signifier. It is what people will primarily remember you by. That said, similar to your own name, it doesn’t make who you are, it doesn’t make you you. There’s so much more to you, so much more that you do and say and think, layers of depth, and personality. This is no different to a brand house, filled with so much more than the name.
We’ve worked with a number of brands, most recently with Quorso and Experience Studios, to establish a brand house to great effect. It has created a strong home for each brand strategy, which has helped us to collectively develop effective visual identities, creative campaigns across offline and digital, websites and all other forms brand communication. Better still, giving us the most optimum chance to enhance customer engagement, and differentiate the brand and create something that means something and can become that catalyst for positive change.
Remember, a house is only as strong as its pillars, and the same applies to a brand house.
If you’re thinking about creating a brand of rebranding, from evolution to revolution, feel free to get in touch and we can help answer any questions.