{"id":1626,"date":"2023-03-15T09:03:51","date_gmt":"2023-03-15T13:03:51","guid":{"rendered":"https:\/\/parmaks.com\/Resources\/brand-architecture-is-the-key-to-business-success-heres-why\/"},"modified":"2023-03-15T09:03:51","modified_gmt":"2023-03-15T13:03:51","slug":"brand-architecture-is-the-key-to-business-success-heres-why","status":"publish","type":"post","link":"https:\/\/parmaks.com\/Resources\/brand-architecture-is-the-key-to-business-success-heres-why\/","title":{"rendered":"Brand Architecture Is the Key to Business Success\u2014Here\u2019s Why"},"content":{"rendered":"

\"Profit<\/a>
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In today\u2019s crowded marketplace, building a strong brand is more important than ever. But it\u2019s not just about slapping a cool logo on a product and calling it a day; rather, it\u2019s about understanding what belongs in your unique brand universe and what doesn\u2019t.<\/p>\n

That\u2019s where brand architecture comes in.<\/p>\n

Think of it as the blueprint for your brand\u2014the framework that supports everything from your company\u2019s values to the way you communicate with your audience. It\u2019s the foundation upon which successful brands like Disney, Nike, Tesla, Airbnb, and Mindvalley are built.<\/p>\n

It\u2019s not always easy to get it right, though. With expert guidance from Jeffrey Perlman<\/strong>, a branding expert and trainer of Mindvalley\u2019s Building an Unstoppable Brand<\/em> Quest, here are the ins and outs of brand architecture you should familiarize yourself with:<\/p>\n

There\u2019s a saying that goes like this: Without a strong foundation, you\u2019ll have trouble creating anything of value. And to stand the test of time, your brand needs a solid brand architecture framework and an understanding of what works best for you.<\/p>\n

What Is Brand Architecture?<\/h2>\n

A good brand architecture helps you organize and structure all the different parts of your brand, like the logo, messaging, and personality. It brings together all the components of your brand in a seamless and cohesive way, creating a brand identity that is consistent and easy to recognize.<\/p>\n

Without a strong architecture, your brand could become chaotic and confusing, with different parts competing for attention and sending mixed messages to your customers.\u00a0<\/p>\n

One example is Minute Maid, a brand under the Coca-Cola company, which has a reputation for \u201cfreshness.\u201d So if the parent company were to call the juice makers \u201cMinute Maid by Coca-Cola,\u201d it\u2019s contradictory, and chances are, it\u2019ll confuse their consumers.<\/p>\n

Moreover, statistics<\/a> show that companies that don\u2019t focus on branding to connect with their audience have a -18% customer value. So a well-designed foundation is essential to stand out from the competition.\u00a0<\/p>\n

\u201cDefining what brand architecture is right for you,<\/em>\u201d explains Jeffrey, \u201cis a function of your brand promise and your brand experience.<\/em>\u201d And learning how to build a brand<\/a> can take you from laying the concrete to building a mansion.<\/p>\n

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\"Jeffrey
Jeffrey Perlman, trainer of Mindvalley\u2019s Building an Unstoppable Brand<\/em> Quest<\/figcaption><\/figure>\n<\/div>\n

The Brand Architecture Models<\/h2>\n

When it comes to brand architecture, Jeffrey introduces four different models that businesses can use to organize and structure their brands. The most suitable one for your business depends on various factors, such as your industry, target audience, and marketing objectives.<\/p>\n

Let\u2019s take a closer look at the four brand architecture models.<\/p>\n

1. Unified brands<\/h3>\n

\u201cA unified brand sells the same experience and the same promise<\/em>,\u201d Jeffrey explains. And one of the best examples of this brand architecture is Apple.\u00a0<\/p>\n

All of its products, including the iPhone, iPad, and MacBook, are marketed in such a way that people know<\/em> they\u2019re getting an Apple. The experience is the same (using it makes them feel like they\u2019re somehow a better person), and the promise is, too (sleek, clean designs to inspire people to see the world a little differently).<\/p>\n

Using neuromarketing<\/a> to connect on an emotional level, customers can quickly recognize and identify the brand image. This helps build trust and loyalty, as well as establish the brand as a symbol of quality and reliability.<\/p>\n

2. Brand extension<\/h3>\n

This model is about selling the same experience but with different promises. For example, Disney has its theme park, but it also has its movie franchise, merchandise, and so on and so forth. And while each extension has its own promise, it\u2019s always, according to Jeffrey, \u201cthe same experience<\/em>\u201d\u2014the Disney magic.<\/p>\n

There are plenty of pros to brand extensions, one of them being that it allows you to use your existing brand name and reputation to introduce new products or services. This will save time and resources that would otherwise be required to build a new brand from scratch.<\/p>\n

Moreover, this model can help increase customer loyalty, as customers are more likely to try new products from a brand they already trust.<\/p>\n

3. Brand endorsement<\/h3>\n

It\u2019s all about different promises and different experiences when it comes to brand endorsement. With that being said, this brand architecture model capitalizes on endorsing brands.<\/p>\n

Jeff gives the example of Marvel with the Marvel Avengers, the Marvel X-Men, and so on. The brand itself is the endorsement\u2014the quality assurance.\u00a0<\/p>\n

It allows the company to introduce new products or services (or, in the case of Marvel, a new superhero movie) and make them go viral<\/a> under a different brand name. All the while, it still benefits from the credibility and trust associated with the established brand.<\/p>\n

\u201cIf Marvel is launching a new movie,<\/em> it gives you certainty<\/em>,\u201d Jeffrey adds. \u201cIt gives you the certainty that the movie is going to have a certain amount of quality.<\/em>\u201d<\/p>\n

4. Individual brands<\/h3>\n

These are the brands that stand on their own two feet. They\u2019re stand-alone, with their own logo, slogan, and brand message.\u00a0<\/p>\n

This model is often used when a company has many different products or services that don\u2019t quite fit under one brand. This approach allows companies to focus on the unique features and benefits of each product or service without worrying about how they fit into a larger brand image.<\/p>\n

A prime example would be Procter & Gamble, the parent company that owns several individual brands like Crest, Tide, and Pampers. Each of these individual brands has its own distinct brand identity, target audience, and marketing strategy.<\/p>\n

Additionally, personal branding<\/a> also falls under this architecture model. For instance, Kim Kardashian is her own brand, but she still has KKW and SKIMS under her brand umbrella as well.<\/p>\n

What\u2019s more, individual brands don\u2019t need any endorsement from the parent brand. As a matter of fact, it would only get in the way, according to Jeffrey.<\/p>\n

5. Hybrid brands<\/h3>\n

Sometimes things aren\u2019t so straightforward, and that\u2019s where hybrids exist. In the case of brand architecture, it\u2019s the combination of two types of brands: business and personal.<\/p>\n

This model is often seen when there\u2019s a celebrity with a brand. For example, Gwyneth Paltrow and Goop; Rihanna and Fenty; Jessica Alba and The Honest Company; George Clooney and Casamigos; and Vishen and Mindvalley.<\/p>\n

Sure, they look good in pictures<\/a>, but having them front and center adds a human element to the brand. It\u2019s no longer about a product; rather, it\u2019s about relatability, where the story is, \u201cThis person\u2019s gone through it, and I know how that feels.<\/em>\u201d And in turn, it allows the brand to connect with customers on a deeper level and form trust.<\/p>\n

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\"Colleagues<\/figure>\n<\/div>\n

Why Is Brand Architecture Important?<\/h2>\n

A solid brand architecture serves as a foundation for building a memorable and effective brand with a signature style that resonates with your target audience. What\u2019s more, it ensures your branding is consistent across all platforms, like your website, social media, and packaging.<\/p>\n

A well-designed brand architecture strategy can do several things for you:<\/p>\n