Brand Architecture Is Your Brand Strategy Foundation

Brand Architecture Is Your Brand Strategy Foundation
The key to your entire brand strategy is your brand architecture.

Branding is a bit of a mystery for many small to mid-market (SMB) companies. There are many opinions and methods as to how best approach it.

Top creative agencies have their own “proprietary” methods for crafting a brand strategy. They have to, in order to position themselves against competing agencies. They use cool-looking graphics: circles, triangles, and flow charts to illustrate attributes, values, personality traits, and promises.

Many companies never bother to craft a brand strategy, instead allowing the market to brand them, for better or worse. Deep down, marketers know they should be putting more effort into branding, but many don’t know where to start.

The good news is, if you were to break down most agencies’ proprietary branding methods, you’d find many similarities.

If you’re one of the 90% of companies that don’t have the budget to hire top agency talent for your branding, don’t worry; with a little elbow grease and a good plan you can create your own brand strategy. Solving the branding black box just takes a little learning and a strong commitment.

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