How can you create a brand architecture that supports multiple sub-brands?

Nos mais de 100 projetos de Branding que desenvolvi, a visão de marca é sempre o ponto de partida. Ela envolve alguns aspectos, como a racionalidade do produto ou serviço, os motivos que levaram os founders a abrirem a empresa e qual objetivo a empresa tem em médio e longo prazo. A partir disso, entendemos a percepção interna da marca e mixando essas duas visões, podemos traduzir para uma visão única de marca. Resumindo, encontrando primeiramente sua individualidade.

Crafting a compelling brand vision is just like setting the destination for a stimulating journey. Start by envisioning the highest point your brand aspires to reach. Imagine the impact and emotions you want your brand to evoke. Clearly articulate your purpose, values, and the positive change you aim to bring. A well-defined brand vision serves as a guiding star that aligns all your efforts and decisions toward a common, inspiring goal. Involve key stakeholders, tap into the essence of your brand's identity, and express the vision in a concise yet impactful manner. It should resonate internally and also resonate with your target audience to create a shared sense of purpose and connection.

When it comes to building a new brand, I feel like a god because you have to create beautifully. Brand feeling, brand personality, our brand may get married and start a family. When I look at a brand like this, my work becomes enjoyable and I can more easily be creative for the brand I am working on

Yes , it's necessary to have a more confident about your brand and their effective vision , iI've read a somewhere to find brand vision formula : Your audiance perspective + Brand perspective = balanced brand mission or vision It's very helpful if you know what's your audience needs and what your brand gives them

I strongly emphasize the pivotal role of a well-defined main brand vision before diving into sub-brand creation. Your main brand's purpose, mission, values, and personality must act as a guiding compass, steering the development of sub-brands. This not only ensures a cohesive brand identity but also adds strategic depth, allowing each sub-brand to contribute meaningfully to the overarching narrative and market positioning.

Creating several separate sub-brands has many advantages, and risk diversification is one of the key benefits with pluralistic brand architechture. But one very significant thing to consider when choosing the type of brand architecture is available resources. For each separate brand, you'll need own brand managament, marketing budget and time to develop the brand. Managing portfolio with multiple different brands can be consuming and expensive.

Think of selecting the right brand architecture like choosing the blueprint for your brand ecosystem. The common mistake I see people make is neglecting scalability and adaptability. You may opt for a monolithic structure, ideal for singular, strong brands, but struggle when expanding into diverse offerings. Conversely, adopting a complex multi-brand strategy may overwhelm the audience and dilute your core message. Failing to align the chosen architecture with the brand's growth trajectory and consumer expectations can lead to confusion and dilution of your brand equity. Analyze your brand's nature, portfolio diversity, and long-term goals to make an informed decision that accommodates both current and future needs.

It should be seen whether the child's brand needs its parent or not. . It should be seen how independent the sub-brand is? How different is it? All these questions bring us closer to a more accurate result

I recommend a nuanced approach to brand architecture. The monolithic strategy, seen in Google's uniform branding, fosters recognition but risks inflexibility. Endorsed, exemplified by Marriott, allows diversity but demands careful management to avoid confusion. Unilever's pluralistic model encourages innovation but may prove costly. Align your choice with specific goals, resources, and market dynamics for a brand strategy that not only resonates but also adapts strategically to consumer expectations.

Choosing the right brand architecture type is a strategic decision crucial for creating a cohesive framework that supports multiple sub-brands. The selection process involves considering factors such as the relationships between the brands, target audience, and organisational structure. A "branded house" architecture, where the master brand is prominent across all sub-brands, fosters a unified image and can streamline marketing efforts. On the other hand, a "house of brands" approach allows greater autonomy for individual sub-brands, each with its distinct identity. The key lies in aligning the chosen brand architecture with the overall business strategy and objectives.

Aligning your subbrands with the main brand doesn't mean making them the same. It is more like our body, different organs can be considered as sub-brands, and in total it is part of one single human body. Sub-brands should be structured such that they comply with the e main brand's vision and personality, as well as support that. If your main brand is innovative and a sub-brand is zero innovative there will readily be a friction that is created. Always keep an eye for that.

Aligning sub-brands with the main brand is pivotal as it cultivates trust. The main brand, having a longstanding presence in the market, has already established itself. It's essential for the sub-brands to strategically leverage messaging, positioning, awareness, recognition, and recall associated with the main brand. This enables the sub-brands to ride the existing momentum and establish their identity seamlessly. A notable illustration of this strategy is evident in the Tata Group, where all sub-brands are astutely unified under the overarching brand name "Tata," allowing each sub-brand to capitalize on the momentum generated by the overarching Tata Group brand.

To align your sub-brands with your main brand: Start by defining the core values and personality traits of the main brand. Ensure that each sub-brand complements and resonates to share a thematic connection. Consistency in visual elements, messaging, and tone of voice helps create a seamless brand experience. Imagine the sub-brands as different musical instruments playing the same tune and enhancing the overall brand resonance. Regular communication and collaboration among sub-brands strengthen this alignment and foster a unified brand identity that leaves a lasting impression.

Try to take a look from your customers' perspective. What is the main brand for them from their point of view? When you buy lemonade at the store, do you buy orange-flavoured lemonade by The Coca-Cola Company, or do you buy Fanta? When looking at the brand portfolio on paper, The Coca-Cola company seems to be the main brand, but does your actual everyday customer see it that way? So aligning your sub-brands can be a multi dimensional challenge. How are your brands related to you main brand and how are they related to each other? What core values do they share and what are the differences in their missions? What is the real and unique purpose of each and every brand?

In my experience, establishing a coherent brand architecture is akin to choreographing a ballet, where the main brand leads, and sub-brands perform in harmony. Sub-brands must echo the main brand's vision and values while flaunting their unique attributes. The key is to prevent conflicting narratives or competition within your brand ecosystem. Clearly articulating the relationship and value each sub-brand brings ensures a seamless brand experience, leaving a lasting impact on your audience.

No child should be abandoned. It is the same for the brand, the strongest subcategories should be constantly checked by their parent. Brands are easily destroyed if there is no supervision over them

Crafting a Dynamic Brand Portfolio that Resonates.🚀 1. 🔄 Continuous Evaluation: Regularly assess your brand portfolio, adapting to market changes, customer feedback, and product innovation. 2. 🧠 Consistent Architecture: Ensure unified brand architecture across all touchpoints for enhanced recognition and seamless customer experience. 3. 📊 Data-Driven Adaptation: Utilize data analytics to inform decisions, monitoring market trends and customer preferences for a robust brand portfolio.

Cada marca e submarca precisa de um plano de gerenciamento individualizado. Assim, todo o time sabe qual o direcionamento de marca para cada aplicação. Quando não há esse planejamento, principalmente para empresas com muitos produtos e serviços, há uma esquizofrenia de comunicação.

Criar uma marca requer um entendimento de: negócio, branding e comunicação, pois sua gestão será ancorada nesses três pilares. E para isso é necessário despender tempo, energia e recursos, tanto em pessoas quanto em verba, isso porque cada marca precisa ter um posicionamento proprietário, com elementos de comunicação que a tornem única e com personalidade para construir os atributos na qual se busca ser percebida. Caso haja esforços de comunicação somente na marca-mãe ou nas submersas, o risco em crises de reputação e enfraquecimento de percepção de valor se torna muito maior.

O "ing" do branding traz a atribuição de ser um modelo de gestão, ou seja, de atuação e acompanhamento constante. Não só a arquitetura mas todos os elementos de marca precisam ser revistos de forma periódica, garantindo que discurso, posicionamento e entrega tangível de marca estejam em sinergia, e quando algo desses pilares está desalinhado, é o momento de fazer um diagnóstico de marca, entender aquilo que precisa ser revisto, o que precisa ser potencializado e assim atuar ora em reposicionamento, ora em rebranding ou até um lift de marca.

Reviewing your brand architecture is like performing routine health check-ups to ensure your brand remains robust and adaptable. The best practice involves scheduled and comprehensive assessments. Regularly evaluate market trends, consumer behaviors, and competitive landscapes to identify shifts that may necessitate adjustments. Conduct internal audits to ensure alignment with business objectives and evolving strategies. Solicit feedback from stakeholders, embracing it as valuable input for improvements. Think of it as updating software to stay current and efficient. Flexibility is key. Consider periodic reviews as opportunities for optimization rather than as rigid routines.

Modelos de negócio mudam constantemente, produtos possuem seus ciclos de vida muito definidos. Marcas não são diferentes, principalmente aquelas que estão debaixo de um guarda chuva da marca mãe. A dica sempre é, revise a marca conforme o racional de produto ou serviço revisa sua proposta de valor e diferenciais. Mate sua marca/produto antes que seu concorrente mate por você.

1 - Embrace technological changes that may impact your industry. Consider how emerging technologies could enhance or disrupt your brand architecture. When you remain technologically relevant, you play for long-term success. 2 - Leverage data analytics to gain actionable insights into consumer behavior. Data-driven decisions can help refine your brand architecture by identifying high-performing elements and areas for optimization. 3 - It's crucial to anticipate future trends and market dynamics. A forward-thinking approach allows your brand architecture to adapt proactively. You'll stay ahead of the curve and maintain relevance over time.