One thing that sets good examples of brand architecture apart from bad ones is the blend of three important factors: research on customers’ awareness, preferences, and experiences.
For brand architecture to work the way it’s supposed to, you shouldn’t forget to do research on your customer. When you have information that will help your brand architecture connect with your audience, you’ll be able to build a better brand. It will be oriented by your customers’ decision-making tendencies, which can minimize any gaps in the relationship between their perception of your brand and what it says.
Although you can probably buy your way to having your brand architecture fulfil its purpose, nothing can help you understand the way it performs across different areas and demographics like research does. In order to understand the importance of brand architecture, however, you should know what you can get out of it in the first place.
Here are a few benefits to having a brand architecture that you should take note of:
It allows you to target the needs of precise or specific customer segments
Through the use of brand architecture, companies and brands can tailor all their services and messaging styles to the preferences of their target audience. This will help them cater to their customers’ needs and wants, which will help these brands get the results they are looking for.
It can significantly reduce your brand’s marketing costs
By adding an architecture in your brand, you’ll be able to imbue it with a logical and intuitive system that will make your marketing efforts more efficient overall. This is an advantage that manifests in lower marketing costs in any campaign.
Your brand’s naming, positioning, and messaging will become clear
Thanks to the organized nature of brand architecture, you’ll be able to enhance the capabilities of your brand by making several important aspects much more clear. Through enhanced clarity, you’ll be able to articulate your brand in different forms much better in order, which can lead to standing out being made easy in the long run.
Enhanced customer awareness
With the clear divisions that come with having a brand architecture, communicating the unique value proposition of your brand, products, and services will become much easier over time. Aside from being able to communicate the USPs of the brand properly, having a brand architecture in place will also make it easier to rake in higher conversion rates. As you can see, brand architecture can contribute greatly to your overall success.
Your brand equity will be built and protected
Among all the benefits that you can possibly get from having a brand architecture, the greatest one is being able to stand out. In business, one of the things you must do is to distinguish yourself from your competitors. You don’t want to fade into the background. With brand equity, you’ll be able to build a greater level of authority for your brand, which will give you a higher level of returns that no other strategy can bring to the table.
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