A Lesson in Brand Architecture
Ever tried conducting an orchestra where every musician is playing their own song? That’s what managing multiple brands without proper architecture can feel like. Today, we’re pulling back the curtain on our recent project with She Stands Tall, where we transformed their brand family into a harmonious symphony.
The Challenge: Building a Connected Brand Universe
She Stands Tall came to us with an exciting challenge: rebrand their parent organization while simultaneously creating cohesive identities for three distinct initiatives – Women’s Entrepreneurship Week, She Shines, and Woman-Owned Wisconsin. Each program serves a unique purpose in their mission of lifting and uniting Wisconsin women entrepreneurs, but they needed to feel unmistakably connected
Understanding Brand Architecture
Brand architecture is essentially the framework for how your organization structures and presents its various brands, products, or initiatives. Think of it as your brand’s family tree – it shows how everything is related and connected. When diving into brand architecture, there are four main strategies organizations can choose from:
- Branded House: This is the “everything under one roof” approach. All sub-organizations look and feel exactly like the parent brand – think Google and its products like Google Maps, Google Drive, and Google Docs. This strategy works well when you want instant recognition and complete unity across all offerings.
- Subbrands: This strategy (which we chose for She Stands Tall) allows for some unique personality while maintaining clear connection to the parent brand. Each subbrand has its own distinct identity but shares key visual elements with the parent organization. This approach offers flexibility while preserving brand equity.
- Endorsed Brands: Here, sub-organizations maintain more independent identities but carry the parent brand’s endorsement. It’s like having the parent brand’s signature of approval – think Marriott hotels with Courtyard by Marriott or Residence Inn by Marriott.
- House of Brands: This is when each brand operates completely independently, often with consumers unaware they’re part of the same organization. Think P&G owning both Tide and Pampers – totally different brands with distinct identities.
Why Brand Architecture Matters
Think of brand architecture as one of those family photos where everyone is wearing shirts from the same color family, but they are not exact. You want each family member to shine individually while still looking like they belong together. When organizations grow and spawn new initiatives, maintaining this balance becomes crucial. Without proper brand architecture, you risk:
- Confusing your audience about which programs are connected
- Diluting your brand’s overall impact
- Missing opportunities for cross-promotion between initiatives
The Subrand Strategy
After careful consideration, we chose a subrand strategy for She Stands Tall – positioning it right in the middle of the brand architecture spectrum. This approach offers the perfect balance: enough independence for each initiative to have its own personality while maintaining clear family ties.
Why was this the right choice? She Stands Tall’s organizations share overlapping audiences with subtle variations. Someone attending Women’s Entrepreneurship Week might be a perfect candidate for She Shines mastermind, and both might benefit from listing their business in Woman-Owned Wisconsin. The subrand approach makes these connections obvious, encouraging community members to engage across programs.
The Diamond: A Hidden Thread
Sometimes the most meaningful brand connections come from subtle details. While reimagining these brands, we discovered a small diamond symbol in She Stands Tall’s existing identity that their team particularly loved. Rather than making it a dominant feature, we thoughtfully wove this element into each brand as a subtle connector – a small but meaningful detail that rewards careful observers.
This approach to brand architecture is like leaving breadcrumbs of connection throughout your brand family. While each organization stands boldly on its own, these intentional small touches create an underlying sense of unity without overwhelming the individual brand identities. Think of it as a designer’s version of an inside joke – a delightful discovery for those who notice it, while each brand remains strong on its own merits.
The Results: Harmony in Action
The refreshed brand family now tells a cohesive story. Each brand maintains its unique purpose while clearly belonging to the She Stands Tall ecosystem. The visual language we developed is bold and dynamic, matching the energy you feel at their events and within their community.
Lessons for Growing Organizations
If you’re considering expanding your brand family, here’s what we learned:
- Start with strategy before design. Understanding how your brands will interact saves headaches later.
- Look for natural connections. Sometimes the perfect unifying element (like our diamond) is already part of your story.
- Consider growth patterns. Choose an architecture that supports your organization’s future, not just its present.
