It’s Kimjera, back again to break down some of the most common marketing jargon that gets thrown around! Today’s focus? Brand architecture.
Brand architecture is one of those terms (like disruptive branding or brand loyalty) that is used all of the time in marketing and business discussions, but often, there’s not a shared understanding of what it actually means, unless you’re an expert in the field.
When working with any creative branding agencies, it’s important that you know what they’re talking about and what elements of their services are relevant for you. So, today I want to give you the down low on brand architecture – what it is and why it matters. Let’s get started.
What does brand architecture mean?
Brand architecture is a cornerstone of any brand’s foundation and an integral part of its marketing strategy. It is the way a brand structures, organizes, and presents itself to its customers and the public at large. Really, it is the architecture of a brand – just like it says.
Brand architecture is a process that brand managers use to create a system for how their brand will be structured and presented to customers and the public. It involves organizing brand elements such as logos, messaging, colors, and fonts, as well as creating a brand hierarchy that will determine the importance of each element. Additionally, brand architecture establishes guidelines for how a brand should be used in marketing materials, advertising, and other communications. It’s kind of like the brand strategy…except it includes more elements.
Why does brand architecture matter?
At its core, brand architecture helps businesses create uniform brand standards by establishing rules for how the brand should look, sound, and feel across all mediums. This includes everything from tone of voice in communications to visual design elements like logos and colors. By creating these brand standards, companies are able to leverage their branding across multiple channels in order to maximize visibility and reach potential customers in new ways.
Brand architecture is also important for brand clarity. It helps differentiate between a company’s various products, services, and offerings by providing distinct sub-brands that can be used to target specific audiences. For example, a large brand may have multiple product lines or services that appeal to different demographics. By creating brand architectures for each of these product lines or services, the brand can create clear distinctions between them and make it easier for customers to understand what they are offering.
Brand architecture is an essential part of any brand’s foundation and can play a pivotal role in its marketing strategy. By creating a system for how a brand will be structured and presented to customers and the public, brand managers can create uniform brand standards that will help to differentiate between different products, services, or offerings. Additionally, brand architecture can help businesses to reach new potential customers by leveraging their branding across multiple channels.
For example, Nike’s brand architecture is very simple and easy to understand. They have a clear hierarchy with their logo at the top, followed by their name, and then their tagline. Their brand colors are also very recognizable and consistent across all mediums. This makes it easy for customers to identify Nike products and services no matter where they are. Additionally, Nike uses brand architecture to target specific audiences. Their sub-brand “Jordan” is specifically marketed towards athletes and sports enthusiasts, while their “Nike Woman” brand targets female consumers. By creating brand architectures for each of these audiences, Nike is able to better target their marketing efforts and reach more consumers.
Another example of a company that uses brand architecture to target specific audiences is Apple. They have a very simple brand architecture with a clear hierarchy. Their logo is at the top, followed by their name, and then their tagline. Their brand colors are also very recognizable and consistent across all mediums. This makes it easy for customers to identify Apple products and services no matter where they are. Additionally, Apple uses brand architecture to target specific audiences. Their “Apple Education” brand is specifically marketed towards educators and students, while their “Apple Music” brand targets music lovers. By creating brand architectures for each of these audiences, Apple is able to better target their marketing efforts and reach more consumers.
What does this mean for your brand?
You may be wondering, okay, this is great, but what does this mean for me? How can I implement disruptive branding architecture in my business?
The first step is to create brand standards. These brand standards should be consistent across all mediums and should include everything from brand colors, fonts, logos, taglines, and even tone of voice. This will help your brand establish credibility and trust with customers by creating a unified look and feel that they can recognize no matter where they are.
It’s also important to remember that brand architecture isn’t just about creating distinct sub-brands for different products or services; it’s also about being strategic in how you leverage those brands across different channels. For example, if you have a product line aimed at millennials, consider running targeted campaigns on social media platforms like Instagram and Snapchat in order to better engage with this demographic. Additionally, consider using brand ambassadors to endorse your brand and help spread the word about what makes it unique.
Finally, brand architecture should always be evolving as trends change and new opportunities arise. By staying up-to-date on industry developments and adjusting your brand’s strategy accordingly, you’ll be able to stay ahead of the competition and better engage with customers.
My biggest piece of advice is that if you really want a disruptive marketing strategy, work with a creative branding design agency that can create it for you. They have the knowledge and experience to create brand architectures that are both visually and verbally appealing and strategically sound. With the right brand architecture in place, you’ll be well on your way to being a leader in your marketplace. Happy evolving!
