Brand architecture is the relationship between a brand and all of its products, divisions, and services, and how they interact. It is a guide for brand extensions, sub-brands, and new products, and can serve as a roadmap for (future) brand development and design.

The three most common brand architecture systems are:

• Branded house or monolithic brand architecture
  In which the master brand is ever-present and creates a strong community of closely related services.
• House of brands
  In which products, services, and sub-brands are distinct with little to no apparent connection to the master brand.
• Hybrid architecture
  A combination of the branded house and house of brands models, where sub-brands have their own identity but may still be visibly associated with the master brand.

A strategized brand architecture can:

• Target specific customer needs
• Segment messages
• Reduce costs
• Provide clear positioning and messaging
• Make cross-selling and conversion easier between brands
• Protect and create brand equity

We assess, define, and help you determine the best level of association between your products, divisions, the parent brand, and sub-brands. Research on customer behavior and your audience’s needs, wants, and frustrations plays a big role in our strategy. We will clear up any confusion or ambiguity about the connection between your brands and align your visual identity with the overall brand strategy.