To define it in a simple manner, brand architecture is a clearly defined array of products and services offered by a business. It is typically developed by a company during the planning of its business growth and marketing strategies.
A business should create, maintain and develop a constellation of products and services that synergize with one another. This way, once a customer tries one product or service and is impressed by it, they are naturally inclined to try another one. This range of products allows customers to engage with the brand even further, and this can ultimately lead to them becoming a loyal customer.
Proper brand architecture creates a comprehensive experience for the customer. For example, Disney World combines rides, sightseeing tours, photo opportunities and other events that immerse the customer in a truly magical world worth mentioning and recommending to others. Places like Disney World allow customers to commit to the brand experience and forget about “the outside world”.
The more time and money a customer spends in one place, the more commitment is made towards the brand. In the business world, this is known as “sunk cost fallacy” or “escalation of commitment”. Simply put, after a certain point, customers will willingly ignore all the flaws of the company’s products and services simply because the brand architecture makes so much sense to them.
Such customers are no longer just regular users of the brand’s products and services. Rather, they turn into enamored fans that will maximize their spendings and minimize any negative feedback in order to see the brand succeed. Hence, the reason why Disney World is so deeply embedded in the public consciousness is precisely because of these enamored fans who recommend the experience to everyone else.
Enamored fans are the ultimate product of a well-executed brand architecture. For example, Apple can afford to place any price tag on its product due to having a solid base of loyal customers that are willing to buy whatever it is Apple is offering.
Overall, a business with such brand architecture can afford to experiment more with different types of product or service lines, with loyal customers willing to support it.
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