Brand architecture

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:

  • “Corporate Dominant” or Monolithic Brand Architecture
    In which the master brand is ever-present, and creates a strong community of closely related services.
  • “Product Dominant” or Endorsed Brand Architecture
    Which favors individual products and services which are endorsed by a parent brand.
  • Pluralistic Brand Architecture
    A family of seemingly unrelated products, with little to no apparent connection to the parent brand.

Future proof and customer-centric

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

Clarity across brands, products and services

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.

Michael Vromans

Chief Creative Officer

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