Just like every building needs a foundation, every business needs brand architecture. It’s the structure that allows you to organize your offerings, develop a brand identity, and gain brand equity.
The right brand architecture provides clarity around your products or services and influences how your brands and sub-brands relate to one another.
Without this framework, there’s no connection between your brand’s offerings, messaging, and identity. This inconsistency can confuse consumers and dilute the overall value of the brand. (Think of it like walking through a building where every room has vastly different interior design).
To ensure your brand architecture fits your business, this post will share the various brand architecture models, highlight real-life examples, and provide steps to choose the best structure for your company.
What is brand architecture?
Brand architecture is the organizational framework a company uses to structure its brands, sub-brands, and products or services.
The framework helps define both the breadth and the depth of a brand, which makes it easier to develop marketing campaigns, identify growth opportunities, and ensure consumers understand the offerings.
Companies use brand architecture to inform internal efforts. It acts as the foundation for the brand identity, style guide, and brand story, but it also helps increase efficiency by highlighting opportunities for cross-promotion, brand awareness, and mergers and acquisitions.
Brand architecture isn’t always obvious to consumers, who use it as a way to categorize the company and understand how it meets their needs. For example, people may not know that Alphabet is the parent company of Google. But they have a specific perception of Google’s brand equity and transfer it to products like Google Sheets, Google Docs, or Google Search.
Ultimately, brand architecture is meant to bring order to a brand’s offerings and build brand equity. Not every architecture will work for every business, so let’s look at the options to see which may be the right fit for your brand.
Brand Architecture Models
The most common brand architecture models are branded house, house of brands, endorsed brands, and hybrid brands.
A branded house architecture combines several house brands under a single umbrella brand, leveraging the well-established master brand for its equity, awareness, and customer loyalty. Oftentimes, the house brands are designed to target different audience segments to maximize reach and revenue.
For instance, Apple uses a branded house architecture to create a seamless look and feel across its sub-brands: iPad, iPhone, iMac, Watch, and TV. By leaning on Apple’s loyal customer base, the sub-brands increase their equity and more easily attract buyers.
The following companies use a branded house architecture:
- FedEx: FedEx Express, FedEx Ground, FedEx Freight, FedEx Office, etc
- Virgin: Virgin Mobile, Virgin Pulse, Virgin Money, etc
- HubSpot: Marketing Hub, Sales Hub, Service Hub, CMS Hub, Operations Hub
House of Brands
A house of brands architecture downplays the master brand in order to feature the sub-brands. This structure allows the sub-brands to shine on their own because they aren’t tied to the messaging, appearance, or positioning of the master brands. But it also increases the complexity because each brand has a distinct audience, brand identity, marketing strategy, and equity.
Due to that complexity, companies that use a house of brands structure are often large global brands with established equity. While the master brand may be widely recognized, like the consumer goods company Unilever, it can also be behind the scenes, like the fast-food company Yum! Brands.
The following companies use a house of brands architecture:
- Procter & Gamble: Pampers, Tide, Bounty, Bounce, Dawn, Tampax, and more
- Yum! Brands: KFC, Pizza Hut, Taco Bell, and The Habit Burger Grill
- GE Appliances: Monogram, Café, GE, GE Profile, Haier and Hotpoint
- Focus Brands: Aunties Anne’s, Cinnabon, Jamba Juice, Carvel, and more
- PepsiCo: Pepsi, Lays, Quaker Oats, Gatorade, Aquafina, Tropicana, and more
A hybrid brand architecture combines the house of brands and branded house models. The goal of this structure is for the sub-brands to have similar styles as the master brand while maintaining distinct brand identities.
Companies that use a hybrid architecture may mention the master brand in marketing, but most adopt this model as a way to keep the master and sub-brands separate after rounds of mergers and acquisitions. It’s also a good approach for brands that want to cater to vastly different target audiences, like Marriott Bonvoy.
By taking a hybrid approach, the company maintains a diverse portfolio of brands that includes luxury hotels, such as the Ritz-Carlton, alongside budget-friendly options, such as Residence Inn.
The following companies use a hybrid approach:
- Alphabet: Google, Nest, YouTube, Fitbit, Waze, and more
- Microsoft: LinkedIn, Skype, GitHub, Mojang, and more
- Amazon: AmazonBasics, Presto!, Mama Bear, AmazonFresh, Zappos, and more
- Levi’s: Levi’s, Dockers, Denizen, and Signature by Levi Strauss & Co
Another option for brand architecture is the endorsed brand model, which has a master brand and sub-brands that rely on an association with it. Each sub-brand benefits from the strength of the others because they all share the same endorsement.
Oftentimes, an endorsed brand incorporates the logo and colors of the master brand. Of course, this allows the sub-brand to leverage the reputation of the main brand for improved brand equity, awareness, and security.
The endorsed approach is great for companies that use a hybrid approach and want each sub-brand to have its own identity, without separating it from the master brand. Unlike the house of brands approach, the endorsed model lets everyone know the main brand behind the products or services. And unlike the branded house approach, an endorsed brand can have a different look or feel from the master brand.
The following brands use an endorsed approach:
- Nescafe by Nestle
- Playstation by Sony
- Rice Krispies by Kellog
- Polo by Ralph Lauren
How to Develop Brand Architecture
Defining brand architecture is one of the first steps a company should take when building a brand because it lays the foundation for an organized, intuitive branding strategy. Although brand architecture can become complex, with dozens of sub-brands, the right structure can ensure each brand remains true to its identity.
You can develop a brand architecture for your business in three steps: research, strategy, and application.
Strong brands don’t simply choose a model and run with it. Conducting research is an essential step to developing brand architecture because it gives you the information you need to organize offerings in a way that makes sense for your company, customers, and industry.
The more data, the better. But gathering the following information will provide the insights you need to get started.
- Brand audit – Brand loyalty, brand awareness, brand perception, brand equity, brand assets, and brand portfolio
- Market research – Buyer personas, market segmentation, product/service use, pricing, customer satisfaction, and competitive analysis
Before you make any decision, it’s wise to review your company’s mission, vision, and values to ensure the brand architecture aligns with business goals.
With data in hand, it’s time to design the brand architecture. If you’re revamping an old architecture, this step may require tough decisions on whether to get rid of or sell brands that don’t fit into your desired architecture. If you’re starting from scratch, you have to decide how closely you want your current (or future) sub-brands to be connected to the master brand.
You can test out each architecture by seeing what the brand would look like in each approach and creating a list of pros and cons. Maybe the branded house model won’t work because you have several distinct brands that can’t be grouped under the parent brand.
When you find a structure that may work, outline the connections between the master brands, sub-brands, and products or services. You need to know how everything works together because defining distinct brands, designing cross-promotions, or marketing to customers.
Along the way, make sure to consider your available resources (employees, budget, time). Certain approaches take more work than others, so you want to choose a brand architecture that fits your current capacity as well as your future vision.
Choosing a brand architecture is just the start of creating a lasting brand that people love. But for the sake of this article, the last step is to share the finalized structure with your team.
Since brand architecture is part of your brand identity, you can unveil it alongside your overarching brand positioning strategy. Make sure to include a clear structure that highlights the relationships between the master brand, sub-brands, and offerings, in addition to any connections between sub-brands. Everyone on the team should know the strategic role of every brand within the architecture framework and how it relates to customers.
As your company grows, your brand architecture must change to include any new offerings or brands — whether it’s the result of a new product launch or an acquisition.
By taking time to conduct brand research, develop a brand architecture strategy, and share it with your team, you’re setting your entire organization up to make efficient branding decisions that have a long-term effect on brand equity.
How is the Blockchain Shaping the Digital Marketing Automation Tools?
It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?
What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.
The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.
The Blockchain Is Creating a New World
The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.
The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).
Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).
How Digital Marketing Automation Tools Work
Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.
For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.
Prepare for the Future of the Blockchain Marketing
As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.
Below are some of the ways that marketers can benefit from using blockchain:
- Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
- Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!
Secure Digital Marketing Tool Designed on Blockchain
A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.
It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.
In general, blockchain offers marketers several benefits:
- It allows for better data sharing and storage than traditional databases
- It offers enhanced security features because there is no single point of failure
- It can help companies boost productivity by integrating both humans and machines
Blockchain Protocol That Ensures Safety, Security
Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.
Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.
This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!
By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.
It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.
The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!
Digital Technology Is Changing Everything
You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.
Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.
As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.
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