Creative Direction | Brand Strategy | Design
© Downs Rachlin Martin. All rights reserved. Written for Scout Digital by Travis Bragg.
- 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.