Brand Architecture Strategy
Tips and resources for developing your brand strategy.

Are you looking to establish a new brand or revitalize an existing one? Then make sure you check out these articles for tips and resources for developing your brand strategy.

What is a brand? | Ervin & Smith
What is a brand? It’s your online experience.

What is a brand? There are hundreds of different definitions from a wide variety of experts. Most of them talk about the emotions or thoughts that are stirred up when a consumer thinks of your company’s name.

branding and marketing
Always recognizable, never rigid: An approach to branding and marketing.

Ideally, every brand should be recognizable regardless of context, yet brands should also be able to adjust their characteristics based on whatever that context is.

rebranding strategy
6 cases when rebranding is a good idea [checklist].

Given the importance of long-term brand consistency, rebranding should not be taken lightly.

brand relevance
Ultimate branding strategies for earning loyalty online.

Building a strong brand is all about being found, consumed and spread. Learn more with our six branding strategies that build brand loyalty online.

Fiat sets its sights on busy moms: A look at the car company’s new web video.

Fiat is one of the latest brands to aim straight for the parental audience. In this instance, the Italian carmaker is targeting moms. Tired, time-starved, financially influential moms.

Designing Brand Identity: A review of Alina Wheeler’s book.

Are you looking to establish a new brand or to revitalize an existing one? Then I recommend you grab a copy of Designing Brand Identity: An Essential Guide for the Whole Branding Team by Alina Wheeler. This book is a distillation of the best branding theory and real-life examples in one very easy-to-skim and easier-to-reference text.

SWOT analysis: An inventory of resources and potential pain points

A SWOT analysis can help you take a step back, examine the situation from inside and out, and make a smart, strategic plan.

Six things to remember when launching a new brand

So you’re launching a new brand or re-launching an existing brand. You’re feeling charged. You can’t wait to get started. You’ve been strategizing for months. You have a crystal clear vision and your CEO just gave you the green light. Time to call your design team or creative agency and get started right away on a new logo, right? Wrong.

Brand Architecture Infographic

This infographic on branding architecture highlights how to identify if you are using a Product Brand Strategy or Masterbrand Strategy.