Top Banner
August 5, 2015 Fitting Your Business Into A Brand OuterBrand, LLC - http://outerbrand.com/
3
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Brand Architecture

August 5, 2015

Fitting Your Business Into A BrandOuterBrand, LLC - http://outerbrand.com/

Page 2: Brand Architecture

Brand ArchitectureMost brands fit into one of these architecture categories:

Independent Brands: These stand-alone brands represent every offering and activity of the organizations they represent. Most small businesses create independent brands for the simple reason that they are easier to build, manage, and market. At the same time, many very large organizations also present all their offerings under a single brand. The Red Cross is a good example.

Master-Brands with Parent Driven Brands: Parent driven brands are closely and very visibly tied to the name and credibility of the top level master brand. For example, a nonprofit organization that host a a well known annual fundraiser probably treat the yearly event as a parent-driven brand of the organization. On a larger sale, GE is a master brand with an array of parent-drive brands including GE Energy, GE Aviation, and GE Profile, all connected to the parent brand by the brand name GE. Apple is a master brand that connects the brands for iTunes, iPod, iPhone, and iPad to the master brand through consistent use of the Apple logo.

http://outerbrand.com/

Page 3: Brand Architecture

Brand Architecture

Multiple Product Driven Brands: Some businesses introduce each major product as its own brand. The behemoth example is P&G, but smaller businesses also build multiple brands. Think of the chef with three individually names and branded restaurants as an example.

Brand Extensions: These brands piggyback on the recognition of an established parent brand while carrying the brand into a new different market segment. A few examples are Arm & Hammer Deodorant, Starbucks Coffee Liqueur, and RainX Windshield Wiper Blades.

Most successful small businesses build a single, independent brand for a good reason. Building, managing, protecting and consistently conveying a brand takes time, money and tremendous dedication. Creating multiple brands doubles or triples the branding work and often results in a lack of focus on the primary brand that drives the company’s success.

Rather than create multiple brands, build a single, dominant brand that presides over a number of product lines, events, fundraising campaigns, or other entities. As you name each new offering, be sure that the name you select complements the promise of your top-level brand. If it does not, throw it out of the running and move on to other names that fit with the identity and character of the brand under with call the products fit.

To learn more how OuterBrand can help build your small business brand please contact [email protected] or visit http://outerbrand.com/

http://outerbrand.com/