Brand architecture: is your brand competing with itself?

60-second insight

Here’s a quick introduction to the key questions behind brand architecture. If you’re adding a new product, building a sub-brand, or feeling brand confusion, this 60-second overview will help you understand what decisions matter most.

Relevant case study

Result

Redefining a neighborhood in Portland’s Central Eastside. Read the case study

Outline

00:00

Introduction to brand architecture challenges

Chris from Parliament explains that if a brand offers multiple services, products, or platforms, it is inherently making brand architecture decisions. He highlights the challenge that arises when these offerings overlap or compete, potentially leading to confusion, mixed messaging, and internal competition. He references a recent article where he outlined essential questions to consider before expanding, reorganizing, or launching new offerings.

00:28

Tips to avoid brand confusion and cannibalization

This segment explains how to identify your target audiences, avoid product cannibalization, simplify your offerings, and build a cohesive portfolio that strengthens your brand impact. It offers strategies for introducing new products, creating subbrands, and overcoming brand confusion, emphasizing the importance of clarity and distinctiveness in branding.

Transcript

Hey friends, it’s Chris at Parliament.

If your brand offers more than one service, product, or platform, you’re already making brand architecture decisions, whether you realize it or not.

And here’s the challenge: when those offerings start to overlap or compete with each other, your brand can start working against itself. Confusion, mixed messaging, and internal competition. No bueno.

In a recent article, I outlined some key questions to ask yourself before you expand, reorganize, or launch anything new. You’ll learn how to identify your audiences, avoid cannibalization, simplify your offering, and build a portfolio that enhances rather than dilutes your impact.

If you’re adding new products or services, spinning up a subbrand, or even feeling a tiny bit of brand confusion, give this article a read. It could save you years of confusion.

All right, that’s it. Be brave. Stand apart.