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        Brand Architecture

        Brand Architecture is a detailed strategic exercise tailored for a parent company which manages multiple brands under it which might be similar or dissimilar to the parent company. Typically, this exercise extends over a few months and this process establishes the identity and positioning of the parent company, serving as a benchmark for its sub-brands or subsidiaries.

        There are two approaches: in one, sub-brands or subsidiaries align with the parent’s brand essence, while in the other, they operate as individual and separate entities with cognizance of the parent company or brand solely for corporate operations and governance. Ideally the former approach is suggested for companies or corporations while the latter is recommended for a house of brands.

        Brand Architecture is a detailed strategic exercise tailored for a parent company which manages multiple brands under it which might be similar or dissimilar to the parent company. Typically, this exercise extends over a few months and this process establishes the identity and positioning of the parent company, serving as a benchmark for its sub-brands or subsidiaries.

        There are two approaches: in one, sub-brands or subsidiaries align with the parent’s brand essence, while in the other, they operate as individual and separate entities with cognizance of the parent company or brand solely for corporate operations and governance. Ideally the former approach is suggested for companies or corporations while the latter is recommended for a house of brands.

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        Where Every Logo Tells a Success Story Our 200+ Collaborations.

        Our Approach and Working Process

        Our team can guide brand hierarchy, naming conventions, and brand portfolio management to ensure cohesive and consistent branding.

        One

        Brand Audit and Analysis

        For brand architecture, our initial step involves probing into the intricacies of the parent company. We examine historical data, the company’s track record, milestones. Engaging with key stakeholders in one-to-one interviews we extract a brand narrative, aligning it with the perceptions of employees and the audience to assess overall parity in the thought process vs reality. This aids in pinpointing disparities in perception and crafting an overarching positioning for the parent company, which can seamlessly extend to the sub-brands.

        Two

        Sub brand Audit and Analysis

        A similar process is iteratively applied to each sub-brand. We assess objectives, goals, and how they translate for the audience, whether it is on an individual level or as part of a group of brands under a parent. We define the distinct essence unique to each sub-brand, crucial for maintaining its identity. This is done in tandem with derivatives of the discussion we have with the key stakeholders, employees, and audience.

        Three

        Deriving the structure through workshop

        Following the analysis and observations, we examine prototypes and formulate strategies to give the identity and enhance the brand essence of the parent company and subsequently plan its extension into the sub-brands. We craft strategies to ensure that the sub-brands collectively convey a common goal, purpose, or value-added service, which helps audience to identify with the entire group or parent company / brand, while maintaining the identity of each sub-brand.

        Four

        Creative Translation

        After consolidating the architectural story and hierarchies we derive individual brand narratives, shared values, and brand essences which then forms the architecture manual. Following steps generally goes into rehashing the brand identity, which ensures a cohesive identity among all the brands, with elements such as font, colours, and tagline. This can also lead to creation of the group brand communication that speaks of the brand story from the point of view of the entire group.

        Our Approach and Working Process

        Our team can guide brand hierarchy, naming conventions, and brand portfolio management to ensure cohesive and consistent branding.

        One

        Brand Audit and Analysis

        For brand architecture, our initial step involves probing into the intricacies of the parent company. We examine historical data, the company’s track record, milestones. Engaging with key stakeholders in one-to-one interviews we extract a brand narrative, aligning it with the perceptions of employees and the audience to assess overall parity in the thought process vs reality. This aids in pinpointing disparities in perception and crafting an overarching positioning for the parent company, which can seamlessly extend to the sub-brands.

        Two

        Sub brand Audit and Analysis

        A similar process is iteratively applied to each sub-brand. We assess objectives, goals, and how they translate for the audience, whether it is on an individual level or as part of a group of brands under a parent. We define the distinct essence unique to each sub-brand, crucial for maintaining its identity. This is done in tandem with derivatives of the discussion we have with the key stakeholders, employees, and audience.

        Three

        Deriving the structure through workshop

        Following the analysis and observations, we examine prototypes and formulate strategies to give the identity and enhance the brand essence of the parent company and subsequently plan its extension into the sub-brands. We craft strategies to ensure that the sub-brands collectively convey a common goal, purpose, or value-added service, which helps audience to identify with the entire group or parent company / brand, while maintaining the identity of each sub-brand.

        Four

        Creative Translation

        After consolidating the architectural story and hierarchies we derive individual brand narratives, shared values, and brand essences which then forms the architecture manual. Following steps generally goes into rehashing the brand identity, which ensures a cohesive identity among all the brands, with elements such as font, colours, and tagline. This can also lead to creation of the group brand communication that speaks of the brand story from the point of view of the entire group.

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        How do PromotEdge define a clear brand architecture?

        While creating brand architecture we focus on not overcomplicating the structure, we conduct consumer mapping, and based on that we create a strategy, and migrate the brand as per the planned framework.

        What is the importance of brand architecture in overall brand strategy?

        Your brand architecture and positioning in the market drive consumer journey and influences their decision-making. We provide consistency, clarity, and resonance while creating brand architecture to foster a strong and unified brand identity.

        What role does brand architecture play in maintaining consistency across different brand touchpoints?

        Brand guidelines serve as a comprehensive roadmap, offering clear instructions on how to represent and communicate the brand consistently across various channels. This ensures a unified and coherent brand presentation.

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