Brand architecture

Like scaffolding that’s used when constructing buildings, brand architecture is the framework that supports a growing and ever-evolving brand.

How it works

As the organizational structure of our brands, products, and services, brand architecture guides how all these elements work together to deliver a cohesive brand experience. Included is a system of names, symbols, colors, and visual vocabulary that defines relationships between our brand assets.

Why it matters

A well-implemented brand architecture offers many benefits. Internally, it serves as a valuable tool for optimizing marketing efficiency and performance and helps colleagues understand their place in the enterprise. Externally, brand architecture guides clients and stakeholders in understanding the complexities of a multifaceted organization.n constructing buildings, brand architecture is the framework that supports a growing and ever-evolving brand.