How To: Conduct A Brand Architecture Audit


Brand architecture is the way in which an organization formally organizes, names and presents its products and services – with the goal of making it clear to consumers the similarities and differences between them. A well-thought out brand architecture:

  • supports your organization’s vision, business goals and strategies
  • provides the right marketplace visibility to your products and services
  • should help consumers to simply shop and choose among them
  • allows all brands in the portfolio to work together to grow value


A brand architecture audit should be conducted annually and from your consumers’ point-of-view. As an important component of brand strategy, a brand architecture audit can help:

  • ensure your brand portfolio practices keep pace with any new service and product introductions, mergers and acquisitions or any other strategic initiatives
  • evaluate, refine and strengthen your brand portfolio for maximum growth and profitability


A brand architecture audit involves these steps:

  • chart your current brand architecture to reflect the existing relationships between the different brands in your portfolio and how they relate to any master brand names and your corporate brand name
  • evaluate the portfolio based on a key set of questions that will help you determine the strategic and financial drivers of growth for your organization and then clearly position these pivotal offerings both internally and externally
  • develop and evaluate multiple scenarios before determining your final brand strategy, doing justice to current brand relationships and also designing your brand architecture with the future in mind
  • develop brand naming convention guidelines to help name new offerings by following the principles of the architecture
  • formally communicate the system across the organization and get everyone on the same page about successful brand architecture and portfolio management