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Large portfolios – the importance of brand architecture

Your brand portfolio has grown and you now have several sub-brands under your parent brand – fantastic news!  However, when looking at shelf space, it’s not just other competitor products that you need to worry about – without strong brand architecture you might find your own brands competing with each other – crazy right?! If the brand architecture is not coherent across the range, then you will loose shelf stand out on stand alone products, which is not what you want after all the hard work that’s gone into getting your product into retail! 

A robust brand architecture has the ability to define hierarchy on pack, assists to draw the consumer eye around the pack as you desire, and helps them to process the information on pack.   A strong brand architecture is also important in order to build a homogenous portfolio, and provides a platform for future NPD growth.

How to get it right – things to consider

  1. Consider the logotype – how do you want your brand to be portrayed?
  2. Create distinct zones on pack that will be identifiable
  3. Ensure that the parent brand logo and sub-brand logo do not compete on pack
  4. Consider the importance of brand colour on pack
  5. Think whether an emotional or functional approach on pack is most suitable for your brand

If you’re thinking about growing your portfolio, or have already rolled out your product to various sub-brands ask yourself the following; is your brand architecture, the way in which you speak and resonate with the consumer, consistent across the range?

Here’s our guide on how to successfully manage brand architecture for growing/ large portfolios

  1. Firstly, identity the core product within your range, being the product which is taking the biggest market share
  2. Now looking at this core product, ensure that you have a clear brand identity and have successfully addressed a consumer need whilst conveying your solution in a unique way
  3. Invest in brand guidelines – how will the structure or graphics of your packaging become synonymous with your brand?  Take for example the unique shape of the tubular Pringles pots and brand logo, which makes the product and it’s sub brands instantly recognisable on shelf
  4. Once you’ve successfully tackled the brand architecture of your core range, look to roll out across sub-brands by leveraging the core brand identity whilst identifying differences.  Sub-brands may come in different flavours, sizes and so forth…
  5. In turn, a clear recognisable brand architecture is more likely to evoke an emotional response from the consumer and get them to pick up your product

Brand architecture in action

Slice Design Ltd has been working closely with Greek food company Cypressa on their various ranges.  Slice Design decided to play on the heritage and authenticity of the brand, evoking an emotional reaction from the consumer alongside a trust in the product.  Previously, the Cypressa range lacked a clear brand architecture, making it difficult for consumers to easily identify the numerous sub-brands on shelf and associate them with the parent brand.  Slice Design used brand architecture to highlight similarities across the range and tie them all together, by using earthy colours, strong lines and a strong parent logo.    

Beyond providing great creative for large and small FMCG companies, throughout the past 12 years, Slice design specifically helps companies hit budget targets and ensure ROI on creative agency costs, by offering flexible, time and cost efficient branding and design solutions, without the hassle.

If this sounds like something that might be relevant for you, get in touch.

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