Brand architecture just like its more easily understood physical architecture sibling is about simply making things work. Allowing our brains to rapidly decode the various brands and products at speed. Using design to help ensure people don’t end up confused and picking up a more easily understood competitors brand. Businesses love to add products and services periodically with a revolving door of new marketers looking to make their mark within their limited tenure of managing a portfolio. Tactical decisions are often made at warp speed to hit a commercial deadlines and the resulting legacy brand architecture often suffers and leads to a muddled portfolio of products and brands that confuse more than clarify. Its these legacy brand architecture jigsaw puzzles that we all too often get asked to solve and set a course for the future.
Here are 3 principles that we apply to ensure we deliver a successful brand architecture that people get: