Beyond aesthetics: Rethinking brand architecture in the era of corporate sustainability
When solving complex corporate brand architecture, defaulting to design agencies is a glaringly shortsighted strategy. This is not a mere critique but a wake-up call to the many corporations blindly equating brand architecture with aesthetic allure.
The crux of brand architecture transcends the superficialities of visual presentation. Brand architecture is the strategic bedrock of an organisation's brand portfolio — defining hierarchy, interrelationships, and coherence. Whatsmore, with modern businesses' evolving needs, particularly those based on growing pressures to accelerate sustainability efforts, it's high time to question this oversimplified belief that brand architecture is synonymous with design.
Though adept at crafting visual masterpieces, graphic design agencies often need more strategic acumen when solving branding quandaries. More often than not, their forte is the artistic manifestation of a brand, not the strategic scaffolding that anchors these manifestations. Anyone who has been through a strategic brand architecture exercise knows this distinction is paramount, begging the question: Why does any organisation entrust their strategic backbone to those specialising in its cosmetic exterior?
Brand architecture is not just about visual identity. It's a complex interplay of brand positioning, equity, and the intricate relations between parent and subsidiary brands. Understanding the dynamics at play requires grasping market dynamics, stakeholder psychology, and competitive strategies — realms where, in my experience as a consultant, traditional graphic design agencies are out of their depth.
Furthermore, brand is inseparably linked with corporate sustainability — expressing a company's commitment to social responsibility and environmental stewardship. Brands that successfully integrate sustainability into their architecture don't just appeal to a growing demographic of eco-conscious customers and stakeholders; they also set the stage for long-term viability in an increasingly sustainability-oriented market. This integration requires a nuanced understanding of how a company's values, mission, and practices align with sustainable development goals — a perspective often missing in a designer's presentation.
Effective brand architecture is intrinsically linked to a corporation's business strategy and should echo the overarching objectives, market stance, and long-term vision. Any fixation on the visual elements can lead to a dangerous oversight of these strategic imperatives, which will likely result in a visually appealing identity unable to work in the interests of the business nor stand the test of time.
As well as viability testing, brand architecture can be used in future scenario planning to map strategic expansion opportunities. A future-focused brand architecture strategy stems from a deep understanding of brand expansion. Horizontal and vertical brand expansion are critical strategic decisions. Horizontal expansion, broadening a brand's offerings at the same market level, requires careful market segmentation analysis to avoid brand dilution. Vertical expansion, moving a brand up or down the market hierarchy, demands strategic acumen in leveraging brand equity without compromising core values.
With these complexities, brand migration and the transition become pivotal. Brand migration, the strategic movement of stakeholders between brands within a portfolio, is a high-stakes game of chess that demands precision and foresight to prevent brand erosion. The transition requires evaluating the brand portfolio to maintain alignment with new corporate trajectories and market realities, whether due to mergers, acquisitions, or a shift in corporate strategy. Brand architecture complexities often stem from these more profound organisational challenges or strategic pivots. Addressing these requires an amalgamation of branding, marketing, organisational behaviour, and strategic management — a multidisciplinary approach beyond the purview of conventional identity design.
So, while aesthetics play a role in branding, they are a single piece of a much larger puzzle. Corporations must adopt a holistic and strategic approach to brand architecture, focusing on corporate sustainability and aligning with broader business objectives. Consulting firms specialising in corporate branding and strategy are better equipped to ensure that a corporation's brand architecture is in harmony with its overarching business objectives and sustainability commitments. This is not just a recommendation; it's a strategic imperative for any forward-thinking corporation seeking to navigate the complex waters of brand architecture with insight, depth, and strategic acumen.
But don't take my word for it: Ask any corporate lawyer tasked with tracking down a design agency to rectify a costly mistake!
