Brand Architecture
Like names, brand architecture can tell a story, but you have to look beyond the traditional methods to get an architecture to sing.
Why Brand Architecture Matters
Brand architecture is one of the most overlooked assets in branding. The conventional method of building or rebuilding brand architecture often yields little more than a model to organize all that an organization offers. That approach misses an opportunity to thoughtfully organize a brand’s architecture in a way that, like a name, tells a story.
It starts with having the right people – those who understand business, are experienced in all things brand related, and who have applied language to amplify brand strategy in a way that supports business strategy. To make the most of the opportunity, brand architecture must be solved through the lens of strategic naming. In short, it takes more than models or creativity.
Like everything PS212 provides, our brand architecture assignments are tailored to each client which means a mindfulness of culture, competition, and key audiences. Minimally, our brand architecture assignments include:
Business and Brand Briefings
Speaking with those who know the business and brand best to understand the past and present as well as future objectives. Establishing a deeper understanding of both business and brand is necessary to build or rebuild an architecture with the potential to tell a brand story or at least support a story that’s already being told.
Audit and Analysis
We will also audit all that your organization offers including all that is being developed and yet to be launched. We’ll look in and out of category for patterns, language, and lessons learned. In addition to mapping your organization’s current brand architecture, we’ll highlight what’s working well and might be carried over and what must be corrected for the benefit of your future brand architecture.
Architecture as a Creative and Strategic Tool
We’ll explore and share alternative architectures but will recommend the approach that optimally delivers on business and brand objectives. While the final architecture will help internal team members know if and how to apply other brands, lean on or create logos, and if, when, and how to name, the brand architecture we build will tell a brand story to key audiences about the parent brand and branded ecosystem of offerings.
Every architecture assignment is different. The best way to figure out what to do, if anything, is to talk. Please fill out the following form and we’ll respond as quickly as we can.
Our Approach
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