Brand Architecture
Ineffective brand architecture will confuse your clients, prospects, and employees
If you are experiencing brand inconsistency or consumer confusion as a result of major company changes, it’s time to embark on a brand architecture journey.
Brand architecture is the way your prospects, clients, and employees relate to the different brands within your organization. While there are many ways to approach brand architecture, the goal is to make the story as simple and digestible for your audiences as possible to create brand recognition and loyalty to the right brand. Our experts help you structure the right architecture to drive engagement and manage reputational risk.
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Demystify your brand through brand architecture
You need a strong brand architecture strategy that enables you to tell your brand story in a way that helps your employees and your customers understand and buy into the philosophy and goal of your business.
Mergers & Acquisitions (M&A)
Often, there’s a clear mismatch in the visual identity of the sub-brands and products that come together as part of an M&A event. We can help you develop a brand architecture to smooth out friction points so that your customers don’t become frustrated or perplexed.
Brand confusion
Brand confusion often manifests in longer sales cycles, poor close rates, and challenges in attracting and retaining customers. Brand architecture can provide a more easily digestible story to appeal to your markets.
Product and company renaming
Different naming conventions for products, functions, and processes within your organization can be disruptive for customers and even employees. Your intent should always be to design a thoughtful system that elevates the customer experience. Additionally, corporate naming is a big part of your brand architecture, and it helps you align your products, services, and desired image.
Brand Development INSIGHTS
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Find out how our brand architecture solutions helped a client recapture its value, purpose, and authentic voice to inspire members and power a sustainable future.
The Pariveda process for building brand architecture
We can work with you and your team to determine how to make the right changes to your brand architecture to align your business and offerings with the needs and understanding of your customers and employees.
When it comes to brand architecture, our experts start by clearly defining the core problem. Once the problem is defined, we dive into internal, external, and competitive research to understand the perspective of senior leaders, clients, partners, and the competitive landscape. From our research findings, we can make strategic and creative recommendations to define and align your visual identity and seamlessly integrate it across all points of view.
Key brand architecture models
When thinking about your brand architecture, we choose the best framework for your company’s specific needs and goals based on our analysis from several broad-based perspectives.
Branded house
A branded house brings together all of your sub-brands into a cohesive, clearly identifiable system, with similar identities, underneath your parent brand.
House of brands
In a house of brands, each of your sub-brands are unique and independent from your parent brand, allowing the sub-brands to go to market and message with more freedom and flexibility from the larger organization.
Hybrid model
A hybrid model blends the approach of a branded house and a house of brands, with some of your sub-brands falling into a distinctive, cohesive system and some functioning more independently.
Our brand architecture experts
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