Services

Brand Strategy and Brand Architecture

A strong brand stands out in a densely crowded marketplace. People identify with strong brands, trust them, and believe in their superiority.

Brand strategy and brand architecture are challenges that come with success. A growing company requires new product lines, new services, and may buy or merge with other firms. Economies of scale and goals are critical to all these actions, and your brand and logos are no exceptions.

Without a cohesive brand architecture and brand strategy, your spend on marketing your brands becomes expensive and inefficient. Your digital marketing strategy is hamstrung from the very start as you marketing efforts get tied down in costs and complexities.

Companies with a strong identity – the kind that is backed up by the ability to deliver their promise – tend to win. Quoting a Harvard Business Review article; in a survey of 720 executives, companies that were seen as having a stronger identity outperformed others by 25%. Brand strategy and architecture are business critical.

Brand Strategy

A Brand Strategy maps out the long-term plan of developing a brand in line with specific goals. At MO we can help you to design, develop and deploy your brand idea.

A strong brand strategy affects so many aspects of your business and connects directly to your consumer’s needs, their emotions, and your competitive environment.

Your brand is so much more than your logo, website, and name. Brands, like people, have personalities, and they can make or break them in the marketplace. As people, we like to be around people with personalities we like, they make us feel good. By the same token, we like to buy from companies with brands that make us feel good.

Our strategic brand team will work with you to differentiate you within your market and to create a unique brand presence that makes your clients feel good about working with you.

Our brand strategy team will work to:

• Give your brand purpose
• Ensure consistency
• Connect with you customers

Brand Architecture

A company’s Brand Architecture is a blueprint that refers to the structure of brands within the company. Consider it as a hierarchy, a means of showing relationship among your brands and sub-brands. A well-defined brand architecture is key to the success and value of an organization.

A firm will typically have a main brand for the organisation, but also multiple related sub-brands and even a few independent brands. How do these entities fit together? How should they be positioned in the marketplace? These are the considerations of brand architecture.

When do you need to consider brand architecture?

• Introduction a new product line
• The acquisition of a new business
• A rebranding or repositioning
• Periodically, to analyse the current state of your brand architecture

Strong brand architecture lends itself to a strong brand strategy.

How MO can help your brand become the only choice:

• Digital Corporate Identity
• Corporate Identity
• Logo design and development
• Brand guidelines
• Corporate style guides
• Brand analysis and research
• Competitor analysis and research