PiNG! Connecting with Your Consumer - Flipbook - Page 42
PiNG!
CHAPTER 2
PiNG!
CHAPTER 2
Optimize Your
Brand Architecture
Brand architecture is the foundational lens
through which the consumer views your
brand on-shelf. It is the ideal organization
of a brand’s varieties and sub-families.
architecture organization by communicating what
each product offers the consumer.
The elements of brand architecture differ not only by
brand, but often by country for the same brand. Certain aspects of visual equity and nomenclature may
Brand architecture can mean different things. At one remain constant across borders, but other elements
level, it explains what the brand stands for as an en- can change to reflect differing consumer needs in
tity and how the manufacturer wants the consumer various cultures.
to view the brand overall. At another level, brand architecture defines how product sub-lines (boutiques) The complexity of a category dramatically affects the
structure of a brand’s architecture in that category.
and versions are structured within the brand.
For example, the hair care category is larger and far
When we look at brand architecture, we are really more complex than the shoe polish category. So the
looking at two distinct elements: the visual equity brand architecture for hair care products is considerand the benefit nomenclature (what the brand says ably more complex than that of shoe polish.
about itself). In a well-marketed brand, these two elements function synergistically. Visual equity defines It is crucial to understand the structure of your brand’s
how versions differentiate themselves at the SKU position within the category as well as that of your
layer. The visual equity includes the iconic elements competition. This chapter will help you in this prothat unify the brand: color, logo, language and overall cess by showing how to articulate the key elements
package design. Benefit nomenclature drives strong of your brand’s architecture.
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