Brand Architecture

The Importance Of Brand Architecture

Brand architecture is an organizing structure of a brand’s portfolio and the relationships between branded entities, such as sub-brands, products, business units, lines of service, etc. Guiding the way a brand presents itself to the world, it’s not necessarily reflective of the internal organizational structure, but more importantly should be customer-facing, and easy for them to understand and navigate.

Simplicity is essential to inform naming systems because of the need to establish an official convention and process. Fragmented naming often results in marketplace confusion.

There isn’t just one solution to a brand’s architecture, there are many. The art, therefore, is to understand where the brand is today, where the brand will be tomorrow, and to chart a path to get there. 

If you are interested in Starfish’s brand architecture services, please Contact Starfish today.