Which flavour of crisps is your brand selling?

Brand architecture is one of my favourite areas of branding, but it’s also one of the most misunderstood. So I’ve tried to untangle it using crisps.

Yes, really.

Brand architecture is how all your brands, products, and services fit together. It helps your audience understand what you offer and who it’s for, especially as your business grows. Whether you’re adding new services or targeting new audiences, it’s the structure that holds everything together. Without it, things get messy fast. Think of it like a cupboard that’s overflowing. You can keep cramming stuff in, or you can organise it properly.

So why crisps?

There are three typical brand architecture approaches:

Monolithic:

everything sits under the same parent brand

Endorsed:

distinct products supported by a visible parent brand

Branded:

a house of standalone brands, with the parent brand almost invisible

There’s also hybrid, where you mix elements to suit different needs.

If you’re selling one product with a few variations, you’re probably Walker’s. One brand, different flavours, easy to recognise and manage. That’s monolithic. Simple to execute, but harder to differentiate.

Start reaching new audiences? You’re Monster Munch and Sensations. Still part of the Walkers family, but with different identities. That’s endorsed. The Walkers logo is still there, sometimes loud, sometimes hidden on the back (like Doritos). Can your brand do that? Is your brand strong enough beyond just a logo?

Now imagine launching whole new product lines, or acquiring other brands. You’re no longer stocking the shelf, you’re owning it. Like PepsiCo. They own Pepsi of course and also Walkers, Doritos, Sensations, Mountain Dew, the lot. Their name is on every pack, but tiny, tucked away. That’s a branded approach. Each product stands alone, but together they dominate.

So which one are you? One pack, many flavours? A house full of snacks for every occasion? Or the quiet operator behind the scenes providing the snacks, the drinks and the ambient music?

It’s worth thinking about. Because how you organise your offer shapes how people understand your brand, and how far it can go.

Enjoy your Quick PINT.

(and maybe a packet of Worcestershire Sauce, if you can find them)

Got a question about brand architecture or how to structure your offer? Get in touch.