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Brand architecture

An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.

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Brand architecture

  1. 1. Brand Strategy and Architecture February 09 © 2009 Blueprint Advisory Pty Ltd
  2. 2. Brand Strategy
  3. 3. What is brand strategy? • Central unifying idea which aligns behaviours, actions, communications • Works across services • Builds on a vision and is aligned to business strategy • Illustrates who you are and what you do • Defines positioning, differentiation, competitive advantage • Needs to resonate with all stakeholders – internal and external • Guides marketing • Makes it easier for the salesforce to sell more • Provides clarity and inspiration to employees
  4. 4. Who are you?
  5. 5. Who will you be?
  6. 6. What do you need to do? • Be true and committed to your strategy – sound, don’t waiver • Invest in developing your identity – this will cost - management time, $$ • Be consistently consistent – needs addressing • Have a brand strategy – drives marketing, sales, inspires employees • Have Board support – starts at the top; it is a top down process • Walk the talk – need to be clear on what is ‘walked and talked’
  7. 7. Types of brand architecture
  8. 8. Monolithic
  9. 9. Monolithic • Single master brand which everything is unified • One name – one visual system • Features/benefits of product or service are less important than brand promise • Client trusts the brand • Brand extensions built by descriptors
  10. 10. BMW
  11. 11. British Airways
  12. 12. Commonwealth Bank
  13. 13. Endorsed
  14. 14. Endorsed • Marketing synergy between product and service name and the parent • Product and service has a clear market presence; benefits from parent association • Parent endorses the product/service
  15. 15. Endorsed logos: Product, Corporate, Service and Event
  16. 16. Branded
  17. 17. Branded • Found in FMCG companies • Separate corporate identity from brands – Unilever, Kelloggs • Brands have names, lifecycles, personalities of their own • Often compete with each other
  18. 18. Proctor & Gamble
  19. 19. Hybrids
  20. 20. Hybrid • Combination of all three – monolithic, branded and endorsed • Occur through M&As • Preserve the goodwill associated with the acquisition
  21. 21. Telstra
  22. 22. Which architecture matches your desired attributes?
  23. 23. Consider • Reflects business strategy • Simple structure • Designed around client needs • Flexible • Consistent with values • Reflects brand value synergies
  24. 24. The process to develop your brand strategy and architecture
  25. 25. Developing the brand • What are we? What are our competitive strengths? What are our deep capabilities that are sustainable? What founding characteristics need to endure? What are we proud of and proud to be? • What do we do? What are our key services? What future services will we offer? • How do we do it? What skills, approach do we have? How do we work these to our competitive advantage?
  26. 26. Developing the brand • Who are we? What’s our personality, our values? What has made us who we are today? What do we do or need to do to deliver? • Why do we do it? What’s our cause, purpose, mission? What do you like about coming to this place?
  27. 27. Stages Brand Audit and Brand Strategy and Group Brand Design Enthusiastic and Discovery Service Brand and Service Brand Committed Leadership Strategies Design Create a Project, elevate as Develop Brand architecture Implementation of Mission critical. brand essence. and Market offerings new identity – Brand audit of key collateral. Stakeholder consensus on Development of internal and external Review and assess values, brand brand architecture, visual expression, essence, and competitive values, brand essence. across core applications Systems and processes Brand brief. and communications for maintaining standards strengths. Test/feedback Guidelines and standards
  28. 28. Making this happen
  29. 29. Making this happen - focus • Determine project name –Communicate. Establish communication channel for awareness, involvement and accountability • Undertake brand audit – gather and assess collateral • Develop brand essence – workshop and get consensus • Consider architecture direction – leadership to determine in light of strategy • Engage a designer – experienced, capacity and quick understanding • Determine collateral – business critical; a unique & defining application