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Brand Architecture & Naming

Simplifying the complex.

When your brand structure is a tangled mess, it holds back growth. We specialise in creating clear, logical architectures and names that streamline your portfolio, making it easier for everyone—from sales teams to customers—to navigate.

Here's how we do it:

Stage 01

Defining the Problem

Let’s get clarity on where the issues lie. We’ll spend time consulting with you and others within the organisation to fully understand the challenges the business is facing, and define what value’s being lost as a result. It’s important to make sure we’re getting to the root cause and not just treating the symptoms.

Stage 02

Do we have the right Architecture Structure?

Before any changes are made, we must understand where the brand equity resides. Is it in the master brand, rather than the sub-brands or product brands? And if so, is the business set up to take full advantage? We’ll audit your structures and the relationships between products, services and the corporate entity to make a series of recommendations for reorganisation. (Which is always based around a commercial objective). Sometimes we’ll sense-check these suggestions with a group of customers to make sure they’ll survive contact with the real world.

Stage 03

Define the Naming Convention

The way organisations name new products and services should complement the main brand and ensure equity is built in one place, rather than spilt across many.  For example, if we’re building equity in the master brand, then it’s likely we’ll demonstrate how a descriptive or alphanumeric naming convention will work best.  We’ll analyse the current convention and make recommendations for change, depending on the architecture structure adopted.

The Nitty Gritty

Operational Details

Timing
Allow 4 to 6 weeks in total.

Deliverable
We will provide a PDF document that builds your brand pyramid through the phases and showcases the language chosen with full rationale.

Participation Requirements
Usually driven by a senior client lead with other contacts who can gather information / schedule interviews with stakeholders (if needed).

Location
This task can be completed remotely.

Cost
Starts at circa £20k ($30k).

Untangle the Confusion

Let's create a brand structure that's clear and names that speak volumes.

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