REALIGN: BRAND ARCHITECTURE
Brand architecture as a growth model
We arrange your brands as a growth architecture aligned with business success.
Over the years a brand becomes a melting pot of brands. Classical brand architecture is designed from corporate models: Branded house, house of brands, endorsed brands. It forces market and sales requirements into a schema and misses the reality of the company.
We think in brand families. A brand family orders not by model but by market. It asks different questions: Who carries the name? Who already has it? What does it stand for? What is still worth keeping? What is it really worth? Who can fully play it and afford it?
Only that view of the relationships lets growth architectures emerge. They are not formally drafted, but aligned with business success.
REALIGN
gives each brand its role in the family. We test every brand for its contribution to growth, define the target architecture and set the rules for new brands. We lead the migration, from new brand names where needed to visual integration.
REALIGN
is for companies with grown brand architectures. Conglomerates with many loosely connected brands. Holdings with hierarchical parent and subsidiary brands. Companies after acquisitions running several brands in parallel. Family businesses with brand families grown across generations.
Personal references
Our services for aligning the brand family
REALIGN covers four offerings for different starting points, from rearranging the brand family to updating naming systems to developing brand families from scratch.
Restructuring the brand family
We restructure the relationship network within the brand family and the brand architecture. The need often arises together with a new visual identity.
Brand family as transformation force
We anchor the brand family in the company and make it the carrier of transformation.
Naming and labelling system
We develop brand names and rework name families, including legal support from trademark offices and patent attorneys.
From our consulting experience
In every grown brand family the same lines often run for years between headquarters and decentralised units.
We give each brand its right role rather than forcing it into an existing schema. Then the front lines dissolve. The units recognise that headquarters has understood what they need. From friction grows energy for new growth.
Our industry experience: construction, chemicals, trade, mechanical engineering, medical technology, pharma.
Our methods
Brand genealogy
Makes the kinship between brands visible. These relationships decide on growth and brand value.
Transformation by brand family
Anchors the brand family in the company and its business units. The brand family becomes the engine of transformation.
Brand nomenclature
Lets names and labels emerge from the brand family. Every brand shows its belonging in its name. Customers see at a glance what belongs together.
1
Brand family tree
We analyse the kinship relations between the brands. Often it turns out that brands which do not belong together are still related, and vice versa.
2
Brand workshops
We see the brand family as a shared brand strategy and a driver of transformation. We unfold this readiness for transformation in cascading brand workshops. Every unit delivers its target picture and its agenda from the brand strategy. The cascade releases new energy across the whole organisation.
3
Alignment of names and design
We develop names, labels, design systematics and layout systems aligned with the brand family concept. New names are filed with partner law firms.
Our services
Make a brand decision today.
Write us a message via the contact form or book a fconversation directly.
Brand RE Markenberatung GmbH
+49 172 544 1262
kontakt@brand.re
Frequently asked questions about REALIGN
What sets the brand family approach apart from classical brand architecture?
Brand architecture thinks in formal models like Branded House, House of Brands or Endorsed Brands. We think in relationships between brands. This relational thinking shows the lived reality of brands that formal models miss. From it a growth model emerges that can be anchored centrally and decentrally in the company.
When does it pay off to rearrange the brand family?
Whenever the order of the brands no longer fits the business model. Typical occasions are acquisitions, strategic shifts, generational change and carve-outs.
What happens to brands that do not fit the model?
They get their role from the market, not from the model. We force no brand into a formal schema.
Do you also handle the legal trademark filings?
Yes. We steer trademark research, IP clarifications, filings and introduction processes.