Why is brand architecture a critical strategic imperative?

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Brand architecture is a key strategic tool for organizing a business that helps audiences understand what you offer and how they can engage.

The rules of branding are evolving today. There are important developments that have changed the way external audiences interact with brands. Perhaps the most important is technology and how it has enabled people to know more, buy more efficiently, and make decisions more quickly. As a result, a company and its products and services must be presented with a new simplicity so that all key audiences can easily understand what business you are in, how they can find what they need, and at the same time understand the breadth of your company’s value. This is the goal of creating a strong brand architecture.

Why is this necessary?
Cluttered Offerings. The most common branding problem we face today is that corporations have a very confusing set of products and services that are poorly organized and therefore difficult to understand. This is caused by a variety of circumstances:

Consolidation through acquisition, merger or organic reorganization.
Evolution of a business into new areas that are either completely new or adjacent to existing capabilities.
Growing a higher margin business from a legacy offering
Identifying companies that require new levels of explanation.
The need for new insights. The recovery from the purchase engineer user data economic crisis we have experienced, while difficult for most businesses, has provided an opportunity to look at the resulting business through a new lens and focus to generate new levels of interest and increased revenue. In addition, such clarification can greatly benefit the financial community, helping them not only to better understand the business, but also to have greater confidence in the company as it evolves.

Inspire and engage your employees. While there is an obvious external value in having a clear and understandable brand architecture, in many cases employees do not always understand what their own company offers, how its parts are interconnected, and what opportunities there are to expand customer relationships. Just imagine how powerful each employee would be if they understood your business better and could become true brand ambassadors.

So focusing on a clearer, more understandable structure is an important task in the new economy. The good news is that there is a disciplined process for determining the best way to organize and communicate a company’s offerings to more easily engage with key audiences.