We hear the word “brand” referenced frequently when it comes to businesses. Developing a unique brand is something that companies work hard to perfect so their customers know exactly what they offer and most importantly, who they are. However, if your brand isn’t clearly mapped out and defined, it can be very hard to establish your identity and maintain a loyal customer base. That task can become increasingly difficult if your company develops sub-brands that may offer new products and services.

When new sub-brands are created and introduced, it has the potential to confuse and push a customer base away while in the midst of trying to extend the company’s overall reach. However, that public confusion may not be felt within the walls of the company as they are used to working with the overall brand and its sub brands.

The most important thing that a company in this position can do is have structure, organization and develop clear distinctions between their brands. This is where the term, brand architecture comes into play.

Let’s take a deeper dive into brand architecture and learn why it’s important for businesses to establish.

Let’s Define Brand Architecture

Brand architecture is a way of organizing the different subsets (sub brands, products and services) of a larger brand. It shows how all sub brands within a larger whole relate to one another and how they are different.

This structure helps both marketing teams and the general public. In the marketing world, this structure gives each brand their own, separate identity. It also shows how they can work together to boost sales when needed.

The Importance of Brand Architecture for Customers

With each extension of a company, it is important to think about how your customers will recognize each new brand, product and service. Through brand architecture, you can define what each brand stands for, how to market each brand to its target audience and even allow for potential expansion in the future.

Think of brand architecture as a road map. It easily lays out each layer of your company, making it easy to understand both internally and externally.

Blufish’s Experience with Brand Architecture

Blufish is no stranger to working with companies to develop sub brands. The most recent example is our client, Foxlane Homes. Since 2017, Foxlane has been building single-family homes in their exclusive Philadelphia, Pittsburgh, and Delaware communities. The homes and communities that they reside in are marketed toward young families with growing children.

We partnered with Foxlane to create two sub brands, Watermark by Foxlane Homes and Autograph by Foxlane Home. Both sub brands feature the same beautifully designed homes, but with their own twists. Watermark communities are resort-style homes that are geared specifically to active adults ages 55 and up, while Autograph communities are luxury homes with a focus on next-level living for the more affluent buyer.

These three brands are connected because they feature products that celebrate the pride of craft and high standards found throughout every Foxlane home and community yet can be separated when needed because each brand is aimed toward a specific audience: growing families, the affluent, and the 55+ active adult.

Make the Most of Your Brand

Blufish understands that both developing a unique brand and structuring sub brands can be a difficult process and we want to help. Contact us to learn more.

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