Creative Direction | Brand Strategy | Design

BRAND ARCHITECTURE

© Downs Rachlin Martin. All rights reserved. Written for Scout Digital by Travis Bragg.

Scope

  • Part of a rebranding effort
  • Key messaging to anchor the brand
  • Written primarily for new hires

    Brand architecture is an organizational framework designed to showcase the hierarchy and relationships between a brand, its sub-brands, products, and services. It encompasses key facets of a brand, including its values, purpose, mission, and intent. It may include key messaging, buyer personas, brand standards, values, and guidelines.

    An example of brand architecture is presented here in the form of a brand book created for the law firm Downs Rachlin Martin.

    WRITING SAMPLES

    STRATETIC CONTENT

    EMAIL MARKETING SEQUENCE

    Email remains one of the most effective ways to nurture brand loyalty, sell products, and provide value that converts over and over again.

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    UX COPYWRITING

    Today, copy is read on variable screen sizes, and UX copywriting is a standard for producing copy that is short, informative, and optimized for digital.

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    LEAD MAGNET

    Dense and created to solve a problem, a lead magnet can be long or short-form content written to deliver value, prove expertise, and earn trust.

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    A/B TESTING

    A keystone of marketing, A/B testing compares two variations of content to determine which one delivers stronger performance and why.

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    BRAND ARCHITECTURE

    A clear messaging structure designed to encapsulate the entirety of a brand to promote internal alignment and external positioning.

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    BLOG

    Both short and long-form, blog content tends to reflect the voice of the brand and is designed to build an intimate relationship with the reader.

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    YOUR BRAND IS YOUR COMPETITIVE EDGE. BUILD IT WITH DATA AND HEART.

    Let's talk branding.