Brand Architecture for Complex Businesses
This article explores strategies for creating brand architecture, which is essential for companies with multiple products or services. We explain the differences between parent brands, sub-brands, and how to maintain consistency in the communication of complex brands.
Companies with multiple products or services often face the challenge of maintaining coherent communication for their various audiences. This is where brand architecture comes into play—a strategy that organizes the different brands, products, and sub-products under a clear and cohesive structure.
There are different types of brand architecture, and the right choice depends on the complexity of your business. Here are the main types:
• Monolithic: When a single brand dominates, and all products fall under the same name. Example: Google and its various services (Gmail, Google Maps, etc.).
• Endorsed: The parent brand endorses sub-brands, which retain some level of independence. Example: Nestlé and its product brands.
• Independent: Each brand has its own identity and operates in isolation. Example: Unilever and its brands like Dove, Axe, and Hellmann's.
• Conclusion: Creating a clear brand architecture ensures that all products and services are aligned under a unified strategy, avoiding confusion for the audience. This brings consistency and strengthens the brand as a whole.