Great Brands Depend On Attention To The Brand Architecture

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.

---

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands -... Read More

Managing the Corporate Brand - a Reputation Perspective

Adored, respected and coveted by customers and organisations alike, corporate... Read More

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the... Read More

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the... Read More

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Brand Lo-o-o-o-o-ve...

So... how have you been building your brand lately?Now, I'm... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More

Standing Under the Umbrella And Still Getting Wet

Make More Money Making a Name for YourselfCalling all realtors,... Read More

What is Private Franchising? It is Nothing Someone Made It Up

The Federal Trade Commission has an obligation to the general... Read More

My First Year In Cyber Space

My first year as a Cyberpreneur was a steeplearning-curve. I... Read More

Counterfeit Branding - Representing True Globalisation!

From cigarettes to fashion accessories to food products to medicines,... Read More

Branding Yourself To Increased Profitability

Successful Realtors know the importance of branding their identities into... Read More

Brand to Sell Well

Branding is an application of appropriate marketing techniques in the... Read More

Brand Identity Guru - Is Your Brand Vital?

The world is not waiting for you?or your product or... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More

7 Branding Secrets: Ready or Not?

Every company has a brand (how people think of them)... Read More

The Secrets of Starting Business Successfully

Starting Business Secrets will help you to start your own... Read More

Branding Strategy - Brand Identity

Today, in many organizations around the world, branding is treated... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If... Read More

Branding Mistakes - Brand Identity Guru

1. It "sells itself." I don't need to market.Okay, you... Read More

Brand Value - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Choosing The Right Business Name

Sometimes, new entrepreneurs are in such a rush to get... Read More

Brand Identity and the CEO

This week I spent a few hours with a highly... Read More

Trademark Issues in the Mobil Auto Business

There have always been trademark issues and lawsuits in the... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a... Read More

Fast Forwarding Your Business

If you think only big corporate names need to think... Read More

Franchising is Virtually Fraud Free

The number of complaints to the Federal Trade Commission on... Read More

Mascots ? The Killer Promotional Concept

Mascots are the unique dolls or puppets that help identify... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

Brand Equity

Brand equity can be defined in many different ways. I... Read More