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4 Strategies to Boost Brand Architecture in Your Company

Updated: Oct 11, 2022

Brand architecture is the set of roles, responsibilities and processes that influence how your company thinks about and navigates its brand portfolio. When brand architecture is well-defined within your organization, it can make everything from hiring to marketing and growth more streamlined.



The benefits of a strong brand architecture are numerous: It makes it easier for employees to understand their brand roles and escalate issues when necessary, it reduces redundancy by eliminating overlap between teams, and it streamlines the process of creating new brands. With so many benefits, you may be wondering why so few companies have a well-defined brand architecture. While not inherently difficult to implement, some stumbling blocks commonly prevent companies from establishing a sound brand architecture. In this blog post, we’ll explore four common pitfalls that prevent companies from establishing an effective brand architecture - as well as strategies you can use to overcome them in your own company.


Defining roles and responsibilities is the first step.

A brand architecture hinges on the roles and responsibilities of each team. If the stakeholders of a given brand do not have an appropriate level of authority and influence, there is little point in having them in the first place. When outlining brand architecture, it’s important to consider the following stakeholders:

  • Leaders - Senior executives who are responsible for the company’s vision and strategy.

  • Brand owners - The teams that oversee the day-to-day of each brand.

  • Subject matter experts - The people who have an in-depth knowledge of the brand’s requirements. Each of these stakeholders needs to have a clear understanding of their role in the brand architecture. This ensures that each brand receives the correct amount of attention, as well as the proper level of authority.


A solid brand architecture requires cultural alignment.

At the heart of every brand architecture is a set of values and beliefs. This is what gives your company its unique culture and character, and it’s the foundation for every brand within your business. Without a solid cultural foundation, it’s impossible to build a strong brand architecture.


Company culture is often discussed, but it can be difficult to create. There are many factors that go into creating a strong cultural foundation, including hiring practices, training, and how employees are rewarded. If one of these components isn’t up to par, it can create a weak foundation that prevents you from effectively creating a strong brand architecture.


When building a brand architecture, it’s important to ensure that your cultural foundation is sufficient. Otherwise, no matter how many brands you create, they’ll inevitably suffer from the same cultural issues that plague your company as a whole.


The wrong tools can cause you to hit a wall.

Brand architecture is a process-driven discipline. To create a sound brand architecture, your company needs to follow a set of defined steps that take you from start to finish.


The brands within your company are likely to vary greatly in complexity. These brands could include a core product, an acquisition, or an initiative. It’s important to account for that in your brand architecture. If you try to force all your brands into the same process, you risk hitting a wall in terms of brand growth and scalability.


If your brand architecture process is too rigid or does not account for the differences in brands, it can lead to unnecessary delays. In addition, if brands are not given the appropriate level of autonomy, it can lead to inconsistencies in brand strategy and message.


Many teams don’t understand their role in the brand architecture.

Just because you’ve created a brand architecture doesn’t mean your employees automatically understand it. For a brand architecture to truly be successful, every employee has to understand their role and function in the process. However, many companies don’t go out of their way to make their brand architecture accessible to employees.


This can create confusion and frustration among your team members, especially if they do not understand how their role in the company impacts their ability to create effective brands.


There is too much employee redundancy in your company.

Brands are a great way to optimize your business and make it more efficient, but there is a fine line between doing that and creating too much redundancy. While it is important to have consistent messaging and design, it’s also important to avoid creating an echo chamber that leads to an echo-room with an echo room.


If you have too much employee overlap, your company will be unable to scale properly. In order to hire new talent, you will be unable to determine where they fit. When new employees join the company, they will have no idea where they fit, which will lead to confusion and frustration.


Strategies to help boost brand architecture in your company

If you’ve hit one of these roadblocks, don’t fret: there are strategies you can employ to help boost brand architecture. First, you’ll want to take the time to assess your current brand architecture. Look for areas where you might be struggling, and use that as a starting point for improvement.


After that, you’ll want to create an action plan for improvement. If you’re struggling with cultural alignment, you might want to spend some time better understanding the core values of your company and how they impact the brands that you create.


If you’re struggling with the process, you can use this as an opportunity to close any loopholes in your architecture process.


Conclusion

Brand architecture is a crucial part of creating a successful brand. It helps businesses to optimize their marketing efforts, reduce costs, and make their brands more scalable. However, creating a brand architecture is not easy; it requires a lot of effort and planning. If your company wants to create a brand architecture, then it needs to consider things like creating a brand mission statement, defining brand values, creating brand personas, and creating a visual identity. If your company wants to create a brand architecture, then it needs to consider things like creating a brand mission statement, defining brand values, creating brand personas, and creating a visual identity.

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