What are the key steps for creating the best brand architecture

by Brand Harvest Branding Consultants

Brand architecture is one of the toughest achievable goals for the small and the mid capital companies.

The key steps for creating the best brand architecture:

1.      Communicate well with your primary audience

Your communication with your customers, business prospects, and employees, media, Government and regulators need to be clear and effective. Your primary audience should be communicated in such a way so as to get them hooked with your organization.

·         The offerings in terms of products and services should be understood by the consumers.

·         The products and services should be understood by the business prospects.

·         The organization should be well understood by the employees so as to perform better.

·         The scope and value of the organization should be noted carefully by the financial communities for good valuations.

·         The prospects of the company should be understood well by the media to communicate positive image of the organization with the consumers.

2.      Clarity on the business vision

The near and long term business goals need to be understood by the brand architect for a better understanding of the company. The strategies with respect to acquisition, IPO and growth also need to be understood. It has to be taken into account if the company targets a product expansion.

3.      Evaluation of the existing corporate, subsidiary, and product/service brands

Experienced brand architecture believes in evaluating the existing corporate brands and sub-brands to understand how they relate to and support each other. Therefore the perceived values of the brand in the lines of the business need to be explored first in order to know how it will harm or benefit the portfolio.

4.      Analysis of the available marketing budget

Brand architecture strategy aims at making the best use of the available budget in order to get the maximum benefit from it. Hence the budget needs to be analyzed beforehand so that all the brands are benefitted from it.

5.      Legal and tax matters

The brand architecture also needs to know the legal and tax related implications. The inter-company license agreements and licensing a brand across different tax jurisdictions are a few areas that need to be looked into while planning the structure.

6.      Introducing the Brand Architecture

A visual system should be developed first before introducing the brand architecture. Proper planning of the brand architecture is necessary for understanding the actual implementation. The structure adopted could be the master brand structure or the separate and distinct sub brands.

7.      Decision tree to maintain the Brand Architecture

A decision tree for the brand architecture strategy helps in giving a clear picture about the implementation of the structure. The questions and answers leading to recommendations give a broad outline of the structure. Many predictions with respect to the future decisions are also shown on the decision tree.

Creating brand architecture for the company’s branding requires proper and careful study of the company’s vision and interests and the budget allocated for the purpose. It also considers the legal aspects of the decisions taken. But more importantly, it holds all of them properly and united. 

 

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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