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.

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.