Make sense of your brand portfolio
When your product or company portfolio expands, it’s easy for brand relationships to become disorganized or confusing. Our brand architecture offering is designed to help you define a clear and cohesive structure, ensuring each brand within your portfolio tells a strategic, unified story. We can help you bring order to the complexity.
Talk to us about brand architecture when:
You’ve developed a portfolio of products or companies, and the relationships between them are unclear
You're not sure which visual brand assets should apply across new and existing products and services
After a merger or acquisition, you need to unify multiple brands under one roof
You need to clarify how each brand serves your overall business goals
You want to enhance how customers understand and interact with your different brands
Services
Our brand architecture process defines clear relationships between your brands, ensuring cohesion and clarity across your entire portfolio.
Parent Brand and Sub-Brands
We help you structure the relationships between parent brands and sub-brands, ensuring each plays a distinct role while reinforcing the overarching brand promise.
Brand Portfolio Alignment
If your portfolio includes multiple brands or products, we organize and position each brand to ensure they complement each other and align with your business goals.
Post-Merger Integration
Following a merger or acquisition, we create a brand architecture that consolidates new entities under a cohesive strategy, helping to unify operations and messaging.
Customer-Centric Strategy
We analyze your audience and their needs, ensuring that your brand architecture is designed to resonate with them, making it easier for customers to understand your offerings and the relationships between them.
Our Brand Architecture Process
Discovery
We begin by reviewing your existing brand materials and conducting interviews with key stakeholders to understand each brand’s role and perspective. We also assess operational structures to ensure the architecture aligns with how your teams function.
Customer Analysis
We analyze your target audience and conduct interviews to uncover key insights into how they perceive your brands. This helps us understand their needs and the value each brand brings to them.
Competitive Landscape
We evaluate the competitive landscape and map your portfolio against the traditional brand architecture framework spectrum—from a Branded House to a House of Brands. We determine how each brand’s identity, endorsement, and role align with your strategy.
Equity Flow & Engines
Our approach goes beyond structure. We examine the equity flow between your brands, identifying the key drivers, or “engines,” that fuel the overall ecosystem and propel your brand portfolio forward.
Recommendations & Messaging
We deliver a strategic recommendation on how to structure your brand portfolio and define messaging that supports each brand’s unique value, ensuring clarity for both internal teams and external audiences.
Execution
Once the strategy is aligned, we help you implement the new brand architecture across your portfolio, ensuring it’s clearly communicated to customers and effectively integrated across your operational teams.
“We love the intellectual challenge of a brand architecture project - finding the heart of the value proposition that can create clarity and a path forward is so rewarding.”
Ready
to spark
growth?
Let’s design the brand architecture that propels your brand forward.