Whitepaper: Brand Architecture 101 – Value-Based Management

When organizations look to review their brand architecture, a common approach is to focus energy and effort on ‘tidying up brands and logos’ at the earliest opportunity, often beginning with a brand identity audit, finding synergies to see how the brands fit together as a family (or don’t), mapping customer journeys and rebadging these journeys under a single logo and identity.

There may be some light strategic analysis to support decision making but the exercise is typically logo and brand identity focused.

So why are logos and brand identity such a common focus when organizations address their brand architecture strategies?