How to make brand architecture come alive
Excellence in brand architecture is a crucial goal for successful brand management. Excellence is achieved through branding that not only shows the relationships between brands, but also engages on every level. This is what we mean when we refer to brand architecture that ‘comes alive’; when the whole becomes greater than the sum of its parts.
Foundation principles to brand architecture that ‘pops’!
1.Clarity. Clear strategy from the start, so that marketers, sales-people, and anyone else down the chain from concept to delivery, are on the same path. Clarity within a ‘production to promotion chain’ offers clarity to customers. This is essential to create, and maintain, trust. The relationships between the main brand and the sub-brands should be clear from the start.
2.Trust (Reputation). Trust in a product or service is essential for brand architecture. It starts with trust (and customer or client loyalty) in the main brand. It’s essential to build on what created that trust (and reputation) in the first place. Quality, authenticity, value for money, bespoke rarity, luxury….whatever it is that your customers already know they are sure of getting from your main brand. They need to know that they can get it from the sub-brands too, even if those brands are for a completely different product. Sticking to and promoting the one primary thing that has worked with the main brand gives customers incentive to explore new offerings – even when the sub-brand is for a completely different product.
3.Something different. You need an ‘ooh’ factor. Something new? Or more of the same? If you have clarity, trust / reputation, in place, and you use those factors as foundations, your customers and potential customers will be interested. To take them from interested to enticed requires a fresh, ‘something new’ factor.
4.Data. If you want to entice and excite your customers, and potential customers, the more you know about them, what they like and don’t like, the better. Serve up your sub-brands with ‘something different’ made with ingredients you know they’ll love. Data not only the most useful tool for brand architecture marketing, but also the most powerful one for creating a brand structure that you can build on.
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