Brand Purist, your brand architecture partner
Brand Purist is a London-based branding agency working with startups and small businesses around the world. We structure cohesive brand architectures that clarify your brand portfolio and market positioning. Discover how we can help your organisation grow through effective brand architecture strategies.
What is brand architecture?
Brand architecture is the strategic framework that defines the relationship between your brand and its sub-brands, products or services. It determines how each brand element fits into the broader portfolio, whether they are independent, endorsed by, or linked to the parent brand. A clear brand architecture streamlines your brand communications and helps customers understand your offering.
Types of brand architecture
Monolithic (branded house):
Where all products and services are marketed under the same brand, reinforcing a singular brand identity.Endorsed brands:
Where sub-brands are independent but are endorsed by the parent brand, giving them the benefit of the master brand’s credibility.Pluralistic (house of brands):
Where each brand operates independently with its own name and identity, allowing for distinct market positioning.Hybrid:
A combination of different brand architecture strategies, tailored to specific business needs and market demands.
Why does brand architecture matter?
A strong brand architecture provides clarity, both internally and externally. It simplifies decision-making, aligns your brand’s messaging and supports future growth. A well-structured brand architecture ensures that all elements of your brand work together cohesively. It can support you in expanding your product line, entering new markets or acquiring other businesses.
Our approach to brand architecture
At Brand Purist, we begin by thoroughly understanding your business, its goals, and its market environment. We then craft a brand architecture that aligns with your strategic objectives, whether that means unifying your offering under a single brand, endorsing sub-brands or maintaining distinct brand identities. Our goal is to create a structure that clarifies your brand’s position and provides a solid foundation for expansion.
Brand architecture examples
As businesses grow their operations and offering can become more complicated. Brand architecture plays a vital role for these organisations.Here are a couple of examples:
YR: product customisation pioneers
YR is a pioneer in product customization and on-demand production. With global offices, they partner with leading brands in retail, fashion and ecommerce. Over the years, YR’s brand architecture has evolved, including the creation of sub-brands, new product and service brands, and visual identities reflecting various brand partnerships. Throughout this time, we have maintained a cohesive visual identity, consistently working to simplify complexities for YR’s audiences.
CreateMe: on-demand manufacturing startup
CreateMe, a San Francisco Bay Area startup, is revolutionising apparel manufacturing through automation. The company has rapidly evolved, acquiring other businesses in the process. We introduced an endorsed brand architecture, incorporating the newly acquired brands. By combining the YR logo with the strapline ‘by CreateMe,’ we established a clear visual hierarchy and enhanced the parent brand’s recognition.
