Your brand portfolio has grown and you now have several sub-brands under your parent brand – fantastic news! However, when looking at shelf space, it’s not just other competitor products that you need to worry about – without strong brand architecture you might find your own brands competing with each other. If the brand architecture is not coherent across the range, then you will lose shelf stand-out on standalone products, which is not what you want after all the hard work that’s gone into getting your product into retail.
A robust brand architecture has the ability to define hierarchy on pack, helps to draw the consumer eye around the pack as you desire, and allows them to process the information on pack. A strong brand architecture is also important in order to build a homogenous portfolio, and provides a platform for future NPD growth.
How to get it right – things to consider
If you’re thinking about growing your portfolio, or have already rolled out your product to various sub-brands, ask yourself the following: is your brand architecture, the way in which you speak and resonate with the consumer, consistent across the range?
Here’s our guide on how to successfully manage brand architecture for growing/large portfolios
Brand architecture in action
Slice Design has been working closely with Greek food company Cypressa on their various ranges. Slice Design decided to play on the heritage and authenticity of the brand, evoking an emotional reaction from the consumer alongside a trust in the product. Previously, the Cypressa range lacked a clear brand architecture, making it difficult for consumers to easily identify the numerous sub-brands on shelf and associate them with the parent brand. Slice Design used brand architecture to highlight similarities across the range and tie them all together, by using earthy colours, strong lines and a strong parent logo.
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