Brand Architecture Explained for Growing Companies
How to organise products and sub-brands as your company grows.
Brand architecture is how a company's brands, products and services relate to each other. It becomes important the moment you launch a second product.
The main models
- Branded house: one master brand, with descriptive product names. Simple and efficient.
- House of brands: separate brands for each product. Flexible and expensive.
- Endorsed: distinct brands linked by a parent endorsement.
What suits startups
Almost always a branded house. One brand to build, one set of guidelines, one reputation.
When to create a sub-brand
- A new audience that the main brand cannot credibly serve.
- An acquisition with its own loyal customers.
- A product with meaningfully different risk.
Naming products
Descriptive names under the master brand are easiest for customers to understand. Invented names for every feature create confusion.
Design implications
Architecture should be visible in the identity system. See visual identity and document the rules in your guidelines.
Review regularly
Revisit the structure as the portfolio grows. Complexity creeps in quietly.
For our shortlist of agencies, see 5 of the Best Branding Agencies for Startups at https://brandingagencyforstartups.co.uk/.
