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If you have more than one brand, the question arises: what does each brand contribute? And do you need all the brands? If I started my business today, would this be the best way to organise my brands?
Brand architecture
Why Brand Strategy?
A clear brand architecture ensures that all of your brands and services work effectively together, while allowing each brand to reach its full potential. We help you structure your brand portfolio to create clear connections, clear roles, and optimal value for both your business and your customers.
It reduces confusion and cannibalization between own brands.
It creates strong links to the business strategy so that each brand contributes to profitable growth.
How we work
We begin with a thorough mapping of your current brand portfolio and business strategy. We then analyze the role, position and potential of your brands, and provide clear recommendations on how your brands should be organized for maximum impact.
We combine data-driven insights with strategic workshops:
Portfolio audit – mapping of all brands, sub-brands, services and sub-brands.
Interviews & insights – dialogue with management, employees and customers to understand needs and ambitions.
Scenario models – we develop and test alternative architecture layouts against growth and risk scenarios.
Recommendation & roadmap – we land on one recommended architecture, complete with implementation and governance plan.
Brand architecture involves
Mapping and analysis
Structuring the current portfolio according to brand strength, profitability and strategic role.
Architecture principles
Defines main model (Branded House, House of Brands, Hybrid, Endorsed, etc.)
Establishes naming conventions, roles, and relationships.
Migration and launch plan
Roadmap for how existing and new brands will be phased into the new structure.
Governance
Guidelines for maintenance, roles and decision-making processes that ensure that the architecture is adhered to.
What you will get
Free up marketing budgets by eliminating overlapping initiatives. Up to 30% lower marketing costs – clear division of roles between brands eliminates duplication of effort and frees up budget funds.
More efficient brand management and resource use. 20–40% faster launch of new products and services – clear naming and structure rules cut down on internal clarification and approval rounds.
A clear brand portfolio that customers and employees understand.
Talk to us if…
You experience confusion about how your brands should be organized, communicated or positioned.
You see that the brand portfolio has expanded without a clear plan.
You want to simplify and optimize your brand structure.
Customers confuse or don't recognize your brands.
The marketing budget is spread thinly across too many brands without clear priority.
You want to improve the financial performance of each brand through brand portfolio optimization.
Get in touch and we'll help you organize, optimize, and maximize the value of your brand portfolio.
Timeline
8-12 weeks