In marketing, brand architecture is the overall structure of your sub-brands. Good brand architecture should be organised in a way that makes consumers better understand your brand.
As a marketer, a well-structured brand architecture will help you to cross-promote your business and help you focus on the sub-brand elements that bring better results.
Components of A Good Brand Architecture
There are several elements of good brand architecture in marketing these include;
- Integrated name system
- Consistent brand colours
- Visual consistency
Challenges of A Poor Brand Architecture
A poorly organised brand architecture poses the following challenges to your consumers and your brand.
1. Customers Don't Understand the Products or Services You Offer
If you offer several products or services, your consumers may fail to know about all of them. Also, they may get confused about these which can translate negatively to the performance of your business.
2. Some of Your Products or Services Can Outperform Others
Inconsistencies in your brand can make some of your products perform correctly. This can lead to loss of revenue and underperforming investments.
Restructuring your brand architecture can help circumvent this and get good results for all your business elements.
3. Difficulty in Introducing New Products or Services
The bad structure can make it difficult for you to introduce new products or services to your portfolio. On the other hand, well-structured brands facilitate the easy introduction of new products and services for consistent brand growth.
A good brand structure can help you to;
4. Target New Market and Customers
It will be easier for you to structure and target a new segment of customers. Therefore, customers will precisely get what they want, and this optimises the return on investments.
5. Improves Marketing Efforts
A good structured brand architecture helps in simplifying the marketing efforts. It also goes a long way in reducing the cost of marketing. This is a result of a structure that facilitates cross-promotion for maximum results.
6. Enhanced Customer Awareness
Good brand structure makes it easy for customers to understand your brand and relate well with it. This will improve the trust and confidence that your consumers have in your brand.
Brand architecture is important in business growth however, you might find it difficult to go about structuring your brand. Do not worry, seek professional help from Anchor Digital. They are experts in branding and digital marketing services such as content marketing and SEO. Contact Anchor Digital to amplify your brand today.
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