Being a Brand and Creating a Brand Architecture marka,

Being a Brand and Creating a Brand Architecture marka,

Being a Brand and Creating a Brand Architecture marka,

Being a Brand and Creating a Brand Architecture marka, Being a Brand and Creating a Brand Architecture marka,

Being a Brand and Creating a Brand Architecture

Branding and brand management are at the forefront of the most critical areas of the 21st century, where the business world is transforming very rapidly. The era of creating and delivering the product or service and hoping to sell it as it was at the beginning of the 20th century is long gone.

No matter how original, striking or innovative your products or services are, if you are not a "brand" in your customer's perception, it has become impossible to get the results you are targeting in the market. Today “Brand or perish!” Its motto is as current and valid as ever.

Every business mobilizes all its resources to become a brand and stand out from its competitors, but it is not easy to stand out from hundreds of thousands of competitors on a global scale. Let's take a closer look at the brand concept and the experience of creating brand architecture, which has numerous advantages such as standing out from competitors, preferability, profitability, superiority in perception and so on...

What is Brand Architecture?

If you want to differentiate your product and service range from your competitors and to occupy a completely different position in the minds of your target audience, brand architecture is among the most critical issues you need to work on for your business.

Brand architecture can be defined as the system that regulates the hierarchical and interactive relations of the names of the product / service brand / family of brands offered by your business, and the hierarchical and interactive relations of these brand names, regardless of your field of activity. Brand architecture is the backbone of your marketing and brand strategies that complement your business strategies, which is a very broad concept.

How to Create Brand Architecture?

In order to create the brand architecture of your business, you must first clarify your brand's spirit, philosophy, goals and objectives, positioning, values ​​and the user experience you want your customers to experience. Because most of your customers' purchasing decisions are emotional and neurological, not rational.

The brand name, the design of your brand and the brand architecture are the most critical elements in order to receive a "Yes" answer to the sales invitation you make in the mind of the customer. Your competency is decisive in the customer's choosing or not choosing your brand by reviewing your other competitors within seconds, creating a brand architecture and effectively managing your brand.

When creating your brand name and brand architecture, you should have a very distinctive style about what your brand offers to the user, different, new or original. You can take one of 6 different approaches to your brand naming strategy and building your brand architecture:

• You can prioritize your product with the product brand naming strategy; you can choose to keep your company brand in the background.
• Might choose a strategy of creating multiple brands; By choosing to present each of your brands separately with their own promises and associations, you can keep your corporate brand only at signature size.
• If you choose to create your brand architecture with the umbrella brand strategy, each of your brands will create their own brand identity, and you can use the power of your main brand to grow your other independent brands.
• If you design your brand architecture with the main brand strategy, you can keep the sub-brand names only as complementary and prefer to present the main brand name in the foreground in your entire product/brand family.
• If the sub-brand prioritization strategy is more suitable for your brand, you can design a brand architecture that supports all your brands but in which the brand name, brand identity and strategies of your sub-brands are more dominant.
• Finally, when you analyze your brand strategies, you can decide that using a source brand name is right and effective for your brand. While all your sub-brand names and strategies carry the values that your source brand name represents, you can present each of your sub-brands to your target audience with their own special names.

What Does Brand Building with Brand Architecture Bring to Your Business?

To approach and meet all of your business goals, your brand/brands portfolio needs a well-structured brand architecture that consistently represents your brand spirit, brand promises, brand associations, and set of brand values. Thanks to the brand architecture;

• You can differentiate from your competitors operating in the same or similar field within seconds, and offer a consistent, reassuring quality promise.
• When your brand architecture is compatible and consistent with your brand positioning, you can very effectively introduce your company's brand values to your customers at the neurological, written, visual, auditory, tactile and mobile levels; Depending on your positioning in the minds of your target audience, you can easily reflect and adopt any brand identity that is enjoyable, informative, problem-solving, original, young, dynamic, innovative or of your choice.
• Thanks to your brand architecture, you can create the exact effect you want in convincing your target audience about your brand's name, values, promises and user experience.
• Your brand architecture enables you to achieve the highest profitability balance between your corporate brand and your sub-brands.
• You can outperform your competitors with product superiority with effective brand architecture, as your customers buy a special user experience, a view of life, a design, a feeling and a lifestyle from your business, not the functional benefit of a product or service.

It is also useful to take a look at our other articles published on the subject of  Brand Consultant and Brand Consulting, and our article on the Importance of Brand Name.

Let's plan your brand together.

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