Two shorthand terms are often used to describe how an organization manages its brand architecture:
There are many opinions and methods as to how best approach it. They have to, in order to Brand architecture themselves against competing agencies.
They use cool-looking graphics: Many companies never bother to craft a brand strategy, instead allowing the market to brand them, for better or worse. Solving the branding black box just takes a little learning and a strong commitment.
Brands play on our emotionsso your brand architecture should uncover the specific emotions around which you might build your brand. To create your brand architecture, follow this five-step process: Then, list the benefits of each.
A feature is an element of what something does or what it is. A benefit is a positive result that the feature delivers. Now focus on the benefits. A functional benefit is directly related to the functionality of the feature.
An upgraded stereo provides higher-quality sound. An emotional benefit is one that evokes a feeling or emotion. An upgraded stereo might make the user feel like a rock star. Next, review each feature and benefit individually, and determine its level of importance to the market.
Assign each to one of three categories: Now, rank your features and benefits. Brands play on our emotions—even B2B brands. The strongest brands are built around emotional benefits. Use this ranking system: Few brand architectures are built around features, but by including them in the rankings, we emphasize the importance of focusing on benefits and, more specifically, emotional benefits that cause people to desire your offering on a visceral level.
The final step is to identify the emotional benefits that will become the core of your brand strategy. Typically, you should focus on the highest rankings for the architecture of your brand. Evaluate all of those with a ranking of 6 or higher.Brand architecture is the higher level plan for your brand eco-system, so you can determine how to best build and scale your brand over time.
Expensify atrium and 'treehouses' (Garrett Rowland)BY BRIAN LIBBY. Dear readers, I feel like I owe you an apology. Here I am, passing myself off for the past 18 years or so as someone who knows and has experienced the best of Portland's architecture.
Samsung America Headquarters The project includes a story office tower — inspired by the layered wafers of the company’s silicon conductor research — as well as an 8-story parking garage, a variety of employee amenities and landscaped green areas. Brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another.
The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or. Brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products.
Two shorthand terms are often used to describe how an organization manages its brand architecture.