Brand Architecture: Eliminating Confusion. Providing Structure.

Do you have questions about your products and services and how they all fit together. Having some disorganization in your products or services is standard for growing companies. You will need to decide what to do with those products or services.

As a company grows, the products and services grow with it. Things start to get messy and complicated. No one can foresee where a company will go when it starts. Most people do what I did with my first company. Name their business after their first product. The second product has a different purpose, audience or industry. So do you make another company? Try to market the product under the existing company where the name makes no sense? What do I do? A lot of companies will create a new brand and brand name and start selling it under the existing company not realizing how confusing it is to new potential consumers.

Good brand architecture is what’s needed. Most don’t know what that is — let alone know that’s what they need. Most people have never heard of brand architecture. Everyone has heard of Proctor and Gamble. They know that P&G has a ton of brands. But that model doesn’t apply. Not a lot of business owners have experience in branding from which to draw.

Here are the main principles of brand architecture:
1. If the product or service is…