Putting your brand on the map

Sailing to success

Understanding brand position can give you a clear steer in the direction of less choppy waters. Having a handle on where your brand sits in the world, who’s surrounding it and uncovering what people *really* think of it are all essential for riding the wave toward stellar brand strategy and future success.

Conflicts in this strategy usually lead to a disconnect between brand and product. Brands often try to own a legacy piece of real estate where they were founded or have grown into. But what about seismic shifts in product strategy or acquisition into a new territory? Where does that leave your brand? If done poorly: on the rocks.

Big changes in business strategy can also lead to sub-brands popping up, which are meant to either ladder up to something bigger or stand independently on their own two feet. As you can imagine, brand architecture is fundamental to understanding how your brand(s) and products align.

Some people like to think of high-level brands as houses, with masters, parents and sister brands mingling within. We like to think that brand architecture is a little nuanced.

The brands that never sleep

The best example? Cities. The world’s metropolises have represented different brand architecture models for centuries. Here are four of the best:

New York – The house of brands

Manhattan, Brooklyn, Queens, The Bronx, and Staten Island. Each of the five boroughs of The Big Apple has a distinct brand identity and elected leadership that can operate independently. The buzzing hub of Manhattan, art in Brooklyn or sport in Queens, we could go on: each offers different values to different people. Stroll around each borough, and you’ll even notice distinct styles and accents. Despite their distinctiveness, they’re all fiercely proud New Yorkers.

Paris – A branded house

What comes to mind when you think of Paris? For us, romance, fashion and history are at the top of the list, along with iconic landmarks such as the Eiffel Tower and the Louvre. While diverse arrondissements exist with their own particular vibes and offerings, the overarching Paris brand ties them together with a neat (and unsurprisingly stylish) bow. Outside of Paris, no one says they’re from the 20th arrondissement. They’re Parisian. Full stop.

Melbourne – The hybrid model

With a powerful overarching reputation for arts, culture and sports (and coffee, of course), Melbourne’s precincts still bring their own unique value to the table with Fitzroy’s boho-chic, St Kilda’s beach and the CBD’s retail offering. Each precinct attracts different audiences and operates as recognisable sub-brands within the broader Melbourne identity. Tourists travel through each, sometimes without realising it.

Brighton – An endorsed brand

Yep — we’re sticking Brighton in with New York, Paris and Melbourne. Not just because it’s our home, either. With a special identity as a progressive city on the UK’s south coast, Brighton (& Hove) has been undeniably amplified thanks to the UK brand. The country’s reputation for heritage, tourism and education all help lift Brighton’s credibility as a destination for touring artists, international students and sports enthusiasts. That’s why you see so many Union Jack flags on the typically British seaside cafes, or why the city’s name is written as ‘Brighton and Hove, UK’ internationally.

Are your street signs aligned? Are your visitors lost and wandering? Do you need help with city planning? Find out how we approach brand architecture here.