I was watching “Are We Done Yet?” the other day, and I was struck by how Chuck, the contractor, played multiple roles throughout the movie. He was the contractor, the inspector, the plumber, and even the real estate agent who sold the house in the first place! While this was hella funny, I couldn’t help but commiserate with Nick.

Imagine trying to build a dream home for your family, and things just keep getting out of hand. And to make matters worse, every time you try to hire someone to fix something, the same guy shows up—the same guy who sold you the shady house to begin with! Feels like a scam, right? I would lose my mind!

That’s how clients feel when interacting with a brand that lacks clarity!

Now, I’m not saying there’s anything wrong with being a jack of all trades. In fact, versatility can be an invaluable asset for brands. It’s all about communicating this versatility in a way that makes sense to the audience. And the key to doing that? Brand Architecture!

What’s that?

Think of it like an organogram for businesses with many products, services, departments, or merged companies with their own offerings. Essentially, Brand Architecture clarifies how the offerings are related to each other and the overall brand. This structure helps businesses communicate their offerings more effectively and build stronger brand identities.

Why should you care?

In simpler words, organizing and clearly explaining your offerings will keep your customers from feeling scammed and confused. Now, let’s explore the four Brand Architecture strategies to see how brands organize their offerings:

Brand Architecture Strategies

1. BRANDED HOUSE:

The business (aka the master brand) places a strong emphasis on its brand image. Sub-brand names and visual identities are usually derived from the master brand and marketed under that brand to create a strong sense of familiarity.

• Common Industries: Technology, Electronics, and Consumer Goods
• Example: Apple products have the Apple logo and share a cohesive brand identity and messaging.

2. HOUSE OF BRANDS:

The master brand includes multiple brands operating as standalone entities. Each sub-brand has its own visual identity, messaging, and value proposition, with its own marketing campaigns and customer base.

• Common Industries: Consumer Goods, Personal Care, and Household Products
• Example: Procter & Gamble (P&G) has a diverse range of products, including Pampers diapers and Gillette razors, with their own identity and marketing strategy.

3. ENDORSED BRANDS:

The master brand creates a separate identity for each offering but links them together under a common brand. Each sub-brand has its own visual identity, messaging, and value proposition while leveraging the master brand’s reputation.

• Common Industries: Food and Beverages, Confectionery, Snacks
• Example: Kitkat is endorsed by Nestle, benefiting from the master brand’s reputation.

4. HYBRID BRANDS:

A combination of different brand architecture strategies, where the master brand and sub-brands coexist with varying degrees of independence and association.

• Example: Unilever has a portfolio of distinct sub-brands like Dove, Lipton, and Axe, but they are all endorsed by the Unilever master brand.

Understanding and choosing the right strategy allows your offerings to stand out to the right audience. This is the first step to long-term brand success. But clear communication and transparency set the foundation for trust and meaningful brand connections.

So, whether you’re a growing startup or restructuring an established organization, make sure your offerings don’t leave your customers dazed and confused. Choose the right strategy to help your customers navigate your offerings easily.

Need help? We’re more than happy to help! Book your free clarity call and we’ll help you find the right strategy for your needs and goals