A good brand architecture will make it very clear what your organisation’s service is. And if you’re a larger organisation with sub-brands, your brand architecture will indicate how these sub-brands relate to your overarching brand and to each other.
But before we dive in to how you go about defining your organisation’s brand identity, it’s important to note that different organisations will need to use different types of brand architecture. So let’s start by looking at the different types of brand architecture.