Brand architecture: it’s one of the most important considerations for successful brands. Your brand is your handshake with your customers. When clients come to you on the web, your brand communicates your value proposition to them immediately. It tells them who you are, what you value, and what customers can expect from you. It also tells them what makes you different from your competitors. Your brand is a carefully curated introduction that defines who you are, who you want to be, and what your customers can expect from you.
If your brand architecture isn’t well-defined, though, customers can’t connect with and identify who you are across your various channels and companies. It’s also impossible to grow your business in a cohesive, recognizable manner.
Today, coherent brand architecture is the central pillar of any successful empire. Luckily, it’s also something our team has years of experience in. When you work with InThink, we’ll help you develop a cohesive brand architecture that flows effortlessly through your audience, products, and market. We’ll evaluate your current batch of brands and find innovative new ways to tie them together and present a coherent package to your customer.
It’s the easiest and most intelligent way to build your brand empire, so what are you waiting for?
What Branding is and Why it Matters
When you first established your company, you probably paid a lot of attention to brand architecture. As you grew and acquired more logos, though, things started to fall through the cracks. You were busy, and you had dozens of balls to keep in the air at once. We get it because we’ve been there.
The purpose of brand architecture, though, is to establish a set of rules that ensure your various brands work together collaboratively. Good brand architecture optimizes the efficiency and performance of your marketing, while sub-par branding confuses your customers and costs you sales.
How it Works
When you partner with InThink, we’ll work with you to identify your brand’s unique identity. From there, we’ll begin strategizing. We like to take a comprehensive approach, moving through your brand’s various channels and taking a close look at everything.
We evaluate how well your branding segments mesh with your other branding and where there’s room for improvement. From there, we deliver a tailored brand strategy and branding guide that simplifies your future marketing and serves as a roadmap. This document is your holy grail – it tells you and everyone within your company who you are, what you care about, and what your marketing should focus on going forward.
Industry Data You Should Know
of marketers report that brand awareness is their primary goal
of marketing leaders say that having a strong brand is essential to rapid growth
Revenue boost by Keeping your branding consistent across all channels
Brand Architecture and ROI
A strong brand should be a priority for any company that wants to be successful, and the proof is in the pudding. According to recent numbers, brands that present themselves consistently see an average of a 23% increase in their revenue.
In addition to boosting revenue, strong branding also allows companies to command a premium when it comes to their pricing. According to a study by Milward Brown, strong brands capture an average of 3x the sales volume of weak brands. These companies also have the power to raise prices without losing business to competitors.
When you invest in a strong brand strategy, it becomes both possible and realistic for your company to build an empire around salient, powerful branding.
Branding package you get
VISION, MISSION, AND CORE VALUES
Formal, professional statements of vision, mission and values to align and unify all stakeholders. This becomes a touchstone for all involved in brand marketing and public relations.
This is the strategy and structure of the family of brands under the client. The hierarchy shows the relationships, commonalities and differences across brands.
The DNA of the parent brand (and in some cases the sub-brands) that can never be altered. This characteristic should come through in all brand expression.
BRAND PROMISE/MARKET PROPOSITION
Client differentiated proposition to all its key audiences: distributors, venues, end consumers, etc. It must be compelling, own-able and reliably delivered. Ideally, one can make this promise as credibly.
Working with our talented designers, we’ll create a compelling and differentiated visual identity for Client.
BRAND STYLE GUIDE
Comprehensive guide to proper expression of the brand in all communications and channels to ensure complete brand consistency. This includes specific guidelines for every visual expression of the brand, as well as guidelines on tone, manner and voice. This will be critical for Client so that all sub-brands have some common, recognizable elements.
The phrase or collection of words that may accompany the logo to identify what Client produces and does and, ideally, does differently.
"BRAND ON A PAGE"
A comprehensive and concise one page summary that acts a permanent touchstone for anyone working on the brand: Creating communications, marketing the brand, or representing it in retail stores.
"LIVING THE BRAND" GUIDE
A modern brand is thoroughly operationalized and all employees understand and can embody the brand promise/values in daily work and customer interactions.
The lexicon helps the brand precisely define and express itself. It identifies the precise words and images used to describe the brand and the brand experience to others.
A brand manifesto certainly stems from the brand’s vision and mission, but it goes beyond this. It articulates why and how the brand intends to change the category and/or change the world.
Research will play a prominent, invaluable role in helping to shape, sharpen and validate the Client brands. It can significantly decrease the risk in bringing multiple brands to marketing in a short timeframe.
Real Case Studies from Clients
Brand architecture is critical, but don’t take our word for it – listen to what our actual clients have to say about our services:
Worcester State University
“InThink helped us promote key attributes of Worcester State through use of compelling story telling. They were a hands-on partner in executing a series of videos, from planning through to post-production. Their staff were flexible, professional, and knowledgable about not only video production, but about marketing in higher education.”
USTA New England
“We hired InThink to do an inspiring video to get people back into the sport of tennis. We used this video to kick-off our largest conference of the year as well as in advertisements for our programs. The video drove social engagement and was an effective way for us to celebrate the sport with our consumers.”
“InThink provided us with a logical, achievable, measureable and sustainable plan to “showcase” our company. They are laser focused on implementing the correct steps to maximize the benefit of each marketing initiative.
Kham and his team have taken the time to understand our business and our vision for the future. They have an complete understanding of our preferred customer.”
Learning First Foundation
“The InThink team has helped our organization transform both internally and externally. Before working with them, we did not have a clearly expressed vision or brand and nor did we have the collateral materials necessary for fundraising as a nonprofit. Thanks to them, we now have not only visually appealing marketing materials (website, video content, logo, print material, etc), but these tools help us express our cause so that we are reaching our crucial fundraising goals.”
Attorney and founder of Sabra and Aspden PA
“As a busy attorney it’s difficult to get involved with my marketing and sales. The InThink team takes care of it all, and I have peace of mind knowing that they have my best interests. They do a great job keeping it simple, but yet execute complex strategies.”
Owner of Ace Wood Flooring
“I’ve been working with Kham and his team for several years, and they have been so involved with our business from sales to marketing to workflow. He’s really a part of our company and we couldn’t be happier with InThink.”