Brand Architecture

Brand architecture is the structure of brands within an organization. As the foundation of brand building, brand architecture establishes how brands – the products or services within a company’s portfolio – are related to, and differentiated from, each other.

Brand architecture is about simplicity. Clear and simple brand architecture is essential to a strong brand image, coherent communications strategy, coordinated operating environment and an informed marketplace. The architecture should anticipate and embrace evolution within the organization and marketplace.

Before embarking on a new media campaign or re-launching a website is the ideal time to re-evaluate your organization’s brand architecture. It is the foundation of the strategic process.