Great Brands Depend on Attention to the Brand Architecture

by: Nandang S Nugraha | Total views: 62 | Word Count: 218 | View PDF | Print View

 by: Richard Cunningham

Do you have the architecture in place to make sure each and every brand contact sends the right message?

Thinking in terms of architecture, a building that looks
great and catches your attention is probably designed so that each
component looks perfect and enhances the overall effect of the
building.

In the audiobook, “Sound Advice on Brand Marketing,”
author Tom Miller says, “Great architecture works because of attention
to detail, and great brands depend on the same level of attention.”
Each component of a brand that touches the customer must support and
enhance the overall message.

A brand architecture also builds a connection between
corporate brands, master brands, product brands, and branded features,
which, according to Miller, “makes decisions easier when it comes to
messaging and graphic design.”

Miller suggests everyone take a fresh look at their own
brand architecture, beginning with a review of all current marketing
materials. “Is the message consistent? Does the look and feel convey
the value of the brand? Is there room for improvement?” Once a brand is
viewed as architecture, it may never look the same. Says Miller, “It
may be the beginning of building your own best brand.”

Tom Miller offers branding advice each week in the free audio newsletter from What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About the Author

Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

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