Have you considered your brand architecture?

This week a wedding inspires me to think about whether you are growing your brand with intention and the power that brand architecture holds to elevate the business or hold it back.

Branding Before Breakfast Ep 131 \ Have you considered your brand architecture?

Good morning. Today, I wanted to get you thinking about brand architecture. Yesterday, I attended the most beautiful wedding. But in it, the husband and wife were never referred to as Mr and Mrs. It was always just their first two names joined together. And you could tell that this had been done with intention. And it got me thinking about brand architecture. I’ve recently been having conversations with a large company through a very sound business strategy, decided to acquire a range of businesses. Now, this has worked really well for them, but what they didn’t consider was the brand architecture.

How were they going to enter into this relationship with all of the businesses that they were acquiring. How are they going to be referred to? Just like my beautiful friends had thought about before they had their wedding. What they now face is that they have a business with a number of independently operating brands. They all talk with a different tone of voice, they all have a different brand name and they’re really not leveraging off each other. So, when you’re going through this acquiring process, or even if you’re just expanding your services or the range of products that you’re offering, you need to think about the overarching brand architecture.

How should all of these brands be referred to? Do you need a parent brand that’s going to endorse these products or ranges or other businesses that you acquire? Or are you going to keep them completely independent and you don’t want to do any of the cross-selling? It is something that you really need to keep front of mind. So, today, go away and have a think about your business.

Are you maximising the potential of cross-selling? Are you leveraging any particular hero brands that can perhaps lend brand equity to other services, offers or other brands that you’ve bought into your fold? If you want to have a chat, you know where we are.

That’s it from me. It’s time for brekkie.

Jo Whelan

Written by: Jo Whelan
Published: November 1, 2022

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