Brand architecture 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 organisation; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong

How important is your brand to your business? It’s critical! Your brand is a short cut for the market to understand who you are, what you do, what you stand for, how you do it and for how much. In a split second the market has sized you up and made a decision to buy from you or not. Your brand is the face of the business and carries the responsibility to ‘tell’ the market about you.

Alignment of internal and external commitment to the brand is often weak. Marketing and branding managers focus their strategies on the customer. In general, employees are usually the last to know about the latest marketing campaign or have not been appropriately trained in the brand values. Leading brands (and our clients) come to understand that an internal culture supportive of the brand strategy has a far better chance of delivering a consistent yet differentiated experiences. Human Resources are tasked with managing the employee life cycle and administering employee benefits often in isolation to marketing strategies. Consequently, building a chasm between the internal values and brand values. Both need to be aligned in order to shape the organisation’s culture and embed the core brand purpose.

JAPANESE DESIGN THINKING

Work towards harmony.

Conformity is the jailer of freedom.