1. What is Brand Architecture?
- The way an organisation’s offerings/services are grouped into categories.
- Useful for clarifying how the organisation appears across communication channels.
- 4 key categories:
- Parent Brand – highest level, overarching identity.
- Sub-brand – a segment of the parent brand for a unique audience/offering.
- Product – specific service or item offered.
- Signpost – categories/labels that guide audience navigation.
2. Types of Brand Architecture
- Branded House – all sub-brands tied to parent (e.g., FedEx: Express, Ground, Office).
- House of Brands – distinct, independent sub-brands (e.g., P&G: Pampers, Old Spice, Tide).
- Hybrid – mix of both attached and distinct sub-brands (e.g., Marriott: Courtyard/Fairfield vs. Moxy/Gaylord).
3. Illustration: Architecture & Houses
- Layout/design affects use and audience (e.g., ranch vs. craftsman homes).
- Likewise, brand architecture design affects accessibility and who you best serve.
4. Case Study: Renew Ministries
- Mission: Serve impoverished communities in SE Asia.
- Sub-brands: Renew Pediatrics, Renew Maternal Care (branded house style).
- Another sub-brand: Like New store (house of brands style).
- Overall: Hybrid architecture.
- Signposts: Clinic locations (e.g., Pediatrics East/West) = not new brands, just directional.
- Products: Specific services offered (rehabilitation, prenatal care, clothing sales).
5. How to Determine Sub-brand vs. Product vs. Signpost
- Sub-brand: if serving a different audience or a unique part of the mission.
- Product: if it’s a campaign, service, event, or content series within the mission.
- Signpost: if it’s just a way to navigate (sections on website, location names).
6. Choosing the Right Model
- Branded House: Keeps brand unified but limits sub-brand independence.
- House of Brands: Allows flexibility but risks confusion if too many.
- Hybrid: Good balance if done strategically.
7. Key Guidance
- Choose one model and stay consistent.
- Be intentional with naming/branding strategy to avoid confusion.
- Map current and future offerings clearly under the chosen architecture.
- Goal: Keep organisation simple, clear, and audience-friendly.