Key Brand Architecture Questions
One of our clients was interested in developing a brand strategy for each of its product lines. There had been a number of acquisitions and a need to successfully integrate the acquired companies’ products. Our client’s company ultimately wanted a brand strategy for each of its product lines and wanted to establish a connection to the company name throughout the channels that would better position them in the marketplace.
The solution? A strong brand strategy founded on the uniqueness of each product and a well-defined brand architecture that provided clarity, leveraged brand equity and made a meaningful connection with customers and stakeholders.
How do you get there? It’s a complicated process, but you can get started by asking yourself these questions.
1. What differentiates each of your products – what are its unique value propositions and the evidence to support your claims?
2. Are the different brands and sub-brands in your portfolio sufficiently differentiated from one another?
3. Do your customers understand the differentiation?
4. How does each of your products relate to and support each other?
5. How does each product relate to the corporate brand?
6. How does each product support the company’s goals?
7. How well do the existing brands support the corporate positioning and company name?
8. Is your brand portfolio greater than the sum of its parts?
Since brands and their strategies can’t be developed in a vacuum, use consumer research and insights, competitive analyses, market insights and your understanding of your company’s business goals when you think about your responses. Remember, it all starts with discovering your differentiation. That’s the foundation for all of your brand strategies and architecture – and the messaging and creative tactics that follow.
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