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The foundation of any successful branding strategy is the brand architecture, that is, the foundation for all the key components of your brand. Ultimately, a comprehensive brand architecture should align your brand’s personality traits, processes, goals, story, and visual and operational requirements into one unified structure.
Consider brand architecture as a manufacturing facility with different departments, each designed to fulfill a specific task of the overall manufacturing cycle. Once a department completes a task, it moves on to the next department, and so on. This continues until all tasks are completed to create final product. In order to complete each step and eventually achieve the final goal, the entire cycle must be managed and refined on an ongoing basis.