The key question today is: How many brands do you have? How many are you creating for the future? Are you taking full advantage of your current brands? Is it necessary to discontinue some that aren’t performing well?

This is where brand architecture comes into play. When well-designed, it can drive the success of your company and mark the before and after of an organization.

Brand architecture is essential for building a cohesive and consistent identity that resonates with your customers and supports the growth of your business. A solid brand architecture organizes the brands within a company in a way that maximizes the value of each one, making it easier to manage and align products and services under a clear structure.

Let’s talk about Procter & Gamble (P&G). Over time, P&G has implemented a “house of brands” architecture, managing a diverse portfolio of independent brands such as Tide, Pampers, and Gillette. Each of these brands operates under its own name and identity, allowing P&G to segment its offerings for different audiences and needs without diluting its central image. This structure enables P&G to diversify its market and adjust its marketing strategies and product development more effectively.