The Architecture of Good Brand Design

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What is Brand Architecture? And why is it so important to understand before you start your business?

Understanding Brand Architecture

Brand architecture refers to the way a company structures and organises its brand portfolio. It defines how the company’s various brands are related to each other, and how they are positioned in the marketplace.

Brand architecture is a critical component of a company’s overall branding strategy, as it helps to create a consistent and coherent brand identity across all products and services. By establishing a clear and effective brand architecture, companies can strengthen their overall brand equity, improve customer recognition, and differentiate themselves from competitors. Brand architecture can take many forms, including monolithic, endorsed, sub-brands, and hybrid, and is influenced by a variety of factors such as the size of the company, the products or services offered, and the target audience.

Large Scale Brand Architecture

First, let’s understand what brand architecture looks like at a large scale

  • Monolithic:This type of brand architecture is where the company uses a single brand name for all its products and services. For example, Google uses a monolithic brand architecture for its products such as Gmail, Google Drive, Google Maps, etc.
  • Endorsed: This is where the company uses its corporate brand name as an endorsement for its product or service brands. For example, Nestle uses an endorsed brand architecture for its products like KitKat, Nescafe, etc.
  • Sub-Brands: This is where the company uses a main brand name for its products and services, but also creates sub-brands for specific products or services. For example, Procter & Gamble uses a sub-brand architecture for its products like Tide, Pampers, etc.
  • Hybrid: This type of brand architecture is a combination of two or more of the above types. For example, Volkswagen Group uses a hybrid brand architecture with monolithic brand architecture for Volkswagen and endorsed brand architecture for brands like Audi, Porsche, etc.

Now that we know what a brand architecture can look like on a large scale, let’s take a look at how this can apply to smaller brands. 

What does Brand Architecture look like for a smaller brand?

For smaller brands or businesses, brand architecture is just as important as it is for larger companies. Here are some key elements that are important in brand architecture for smaller brands or businesses:
  • Clarity: It's essential to have a clear understanding of what your brand stands for, what products or services it offers, and what sets it apart from competitors. This clarity will help you create a consistent brand architecture that aligns with your brand's values, mission, and vision.
  • Simplicity: Simplicity is key when it comes to brand architecture. Smaller brands or businesses often have limited resources, so it's important to keep the brand architecture simple and easy to understand. A simple brand architecture will help customers quickly recognize and understand the relationship between different products or services within your brand portfolio.
  • Consistency: Consistency is key to building a strong brand identity. All elements of the brand architecture should be consistent with the brand's values and message. This includes the brand name, logo, colours, and other visual elements.
  • Flexibility: While consistency is important, it's also essential to have some flexibility within your brand architecture. As your brand evolves and expands, your brand architecture should be able to adapt and evolve as well.
  • Focus on the customer: Ultimately, your brand architecture should focus on the customer. It should make it easy for customers to understand and navigate your brand's products or services, and create a strong emotional connection with your brand. By putting the customer first, you'll create a brand architecture that is both effective and memorable.

Examples of Brand Architecture considerations within smaller businesses

Here are some examples of brand architecture in small businesses:
  • Monolithic Brand Architecture: A small consulting firm that provides a range of services such as branding, marketing, and business strategy might use a monolithic brand architecture. They might use a single brand name, such as "Smith Consulting," across all their services to create a strong and recognizable brand identity.
  • Sub-Brand Architecture: A small bakery that specializes in cupcakes might use a sub-brand architecture. The main brand name might be "Baker's Delight," while the cupcakes are sold under the sub-brand name "Cupcake Delight." This allows the bakery to differentiate its cupcakes from other products it sells while still maintaining a consistent overall brand identity.
  • Endorsed Brand Architecture: A small software development company might use an endorsed brand architecture. The company might have a main brand name, such as "Software Solutions," while its products are sold under individual brand names such as "Web Design Pro" and "App Builder Pro." This allows the company to leverage its main brand name while still creating distinct identities for each of its products.
  • Hybrid Brand Architecture: A small fashion boutique that sells clothing, accessories, and jewelry might use a hybrid brand architecture. The main brand name might be "Fashion Finds," while each product category is sold under sub-brands such as "Jewelry Finds," "Accessory Finds," and "Clothing Finds." This allows the boutique to differentiate its products while still maintaining a consistent overall brand identity.

In each of these examples, the brand architecture is tailored to the specific needs and goals of the small business, while still adhering to the key elements of clarity, simplicity, consistency, flexibility, and customer focus.

If you are in the planning stages of starting your business, you may want to also check out our article on How to Name Your Business or Brand

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