The full tips sheet, reproduced here, plus the decision guide for working out which approach actually fits your business. Download the complete sheet below, or read it straight through.
Before you start
Successful brand architecture solutions require a strong parent brand. A brand model will ensure your business strategy is aligned with your brand.
Define your brand: vision, mission, offer, values, position and 'core idea', what you want to be famous for. Brand architecture only works once these are settled, it shouldn't be asked to compensate for a brand that hasn't been defined yet.
Where to focus
What (offer)
Products and services a business sells.
How (differentiation)
Unique approach a business makes.
Why (purpose)
Difference you make, the big vision.
What is brand architecture?
Brand architecture links your business strategy and the communication required to reach your audience. It provides rules that set out how to express the relationship between all the different parts that make up an organisation.
Why does it matter?
Organises the basic relationship of your portfolio; brands, names, companies, divisions, products, services.
Rationalises the offer so there is less confusion, making it easier for your customer to find what they need.
Clarifies everything through a consistent and meaningful approach to names, labels and messages that inform the audience.
Different approaches
The right approach will depend on a number of factors, specifically the audience and the offer. There are several types:
Monolithic; Everything the same
Endorsed; Stick on anything
Branded; Own it all
Hybrid; A bit of everything
Most businesses should start simply, with a monolithic approach. You can always build a more sophisticated structure later, once there's a genuine reason to.
Design tips
Personality and flexibility will produce engaging communications, and longevity will provide memorability.
With a stronger masterbrand, more variety can be achieved. The stronger the parent brand, the more room there is for sub-brands and products to have their own character without losing the connection back to it.
What's right for you
Choosing the right option will depend on a number of factors, known things like audience reach and the profitability of a particular product or service. In general, start simply and adopt a monolithic approach. You can always build a more sophisticated approach later.
The decision tree below will help. Just remember: are you selling different flavours of the same thing, complementary products sold on the same shelf, or competing products that fill the shelf and give your customers a choice, but ultimately, they'll be buying your stuff and not a competitor's.
Decision tree
Are you selling multiple products?
No → Focus on the parent brand.
Yes → Continue.
Are you selling to distinctly different audiences?
No → Monolithic is likely strongest. All the same, like different flavours of crisps.
Yes → Continue.
Are you selling distinctly different products?
No → Endorsed is likely appropriate. Stick on anything, like posh crisps or kids' crisps.
Yes → Continue.
Are you selling to distinctly different markets?
No → Branded is likely appropriate. Own it all, like crisps, energy drinks and chocolate under one owner.
Yes → Hybrid may be required. A little bit of everything, likes space rockets, cars and tech platforms all at once.
What are the implications of each approach for you?
Monolithic
Positive: powerful parent brand, visual consistency, greater visibility, clarity, easy to manage.
Negative: difficult to differentiate products or services from one another.
Endorsed
Positive: parent brand enhances products and services, flexible and easy to respond to market.
Negative: conflict between core brand and sub-brand personalities, expensive to maintain, can be confusing.
Branded
Positive: each brand has its own personality, flexible and easy to respond to market, brands can compete.
Negative: parent brand becomes low-key and diluted, expensive to promote and maintain.
Next step
This sheet works alongside the fuller Brand architecture piece in the Vault, which walks through the same thinking using record collecting, crisp eating and vacuum cleaning as examples.
Or begin with The Brand Check, a simple free tool that helps you see where your brand is strong and where it needs focus.