Is Your Brand Architecture Costing You Sales?
This week we discuss how a complex brand architecture might be hurting your business growth, and learn from real examples how to create a more connected, sales-driving brand system.
Branding Before Breakfast Ep 204 Is Your Brand Architecture Costing You Sales?
Good morning. My name is Kiri. I’m a Business Growth Strategist here at Tiny Hunter. And today I want to talk to you about something that may be holding your business back, which is your brand architecture. So all those brands and sub brands and sub sub brands that you’ve created over the years that should be working together for you, but sometimes don’t.
Let me give you an example. Recently, we’ve been working with a company who over the years have created more and more sub brands as a solution to a complex service offering. So they’re doing slightly different things, servicing slightly different target markets, and they saw that as an answer to the complexity, solving complexity and getting growth. But in actual fact, it’s caused confusion and a loss of sales for them. If you think about when you’re cooking and if something is not tasting quite right, and you tend to just keep adding more and more ingredients when what you really should be doing is working out how those flavours are working together. That’s a bit like brand architecture.
So think about Adobe and the way it structures its creative cloud. It works in a way that when you’re using Photoshop, it will offer you the opportunity to colour correct in Lightroom or animate in After Effects. And these aren’t random, these are, you know, carefully designed pathways that they have created to solve problems and needs of their customers.
So I want you to think about your own brand architecture. If you do have a system with quite a few sub brands. Are they connected? Are there clear pathways that offer solutions for your customers? Do they know about these different offerings? Are your sales teams aware and educated on what those different offerings look like so that they can increase the opportunity for cross selling? Or are there ways you can simplify them and make them feel more cohesive? That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: February 19, 2025