Brands behave like people; They want to be different, each brand has its own unique personality and offering. Brand Architecture is a structure which allows us to differentiate against brands in one company and allows us to keep the brands organized. The more brands in brand architecture, the more complex. Keep it simple, here are a few guidelines.

1. Brand architecture
& BEHAVIOUR

2. Brand architecture and behaviour
“Culture eats strategy for lunch!”

3. Brand
architecture
and
Brand
behaviour
- Brands behave like people: they want
to be different.
- Brands have a natural tendency to
create their own meaning and
direction
- Each brand has its own unique
personality and offering
- The more brands in brand
architecture, the more complex
- Simplicity requires less of everything

4. Brand design
(new brands)
process
• Set objectives
• Align goals
• Catalogue biases
• Value Offering
• Market Research
• Business
Strategy
• Brand strategy
• Brand positioning
• Brainstorm
• Symbols,
• typography,
colours
• Creative
Interpretation
• Research
• Executive
presentation
• CI Guidelines
• Branding inside
out
• Roll-out
• Brand
evaluations
• Policing of CI
application

5. Transformingbrands
Measure
Develop to be
Brand Strategy
- Brand Positioning
- USP’s/Differentiators
- Core Brand Strategy
- Communications Strategy
- Articulate vision
- Brand Design
- Brand Blueprint
- Corporate Identity
Guidelines
- Develop value propositions
for key segments targeted
Implementation
- Alignment
Vision & Values
Objectives
Marketing Plans
KPA’s
Current Brand
Strategy
- Positioning
- Architecture
- Communications
Review Brand
Blueprint
- Segmenting &
Targeting
- Strengths &
Weaknesses
- Situational Analysis
Review Brand
Relevance &
Resonance
- Value proposition per
segment
- Opportunities &
Threats
- Emotive Triggers
- USPs &
differentiators of
positioning
Assess Gap
& Decision
- Evolve
- Recreate
Evaluate
Fine-­‐Tune
BRANDING
INSIDE
OUT
Par<cipate
Involvement
Alignment
Alignment
Alignment
Objec<ves
KPAs
Evalua<on
Inform
Alignment
process