Brand architecture is the way brands are organized within an organization, and it’s important because it helps you to clarify and communicate what each brand represents.

For example, if you have a company that sells clothing, but you also have a sister brand that sells jewelry, then your customers will be confused if they’re not sure whether they’re supposed to buy jewelry from your current brand or from the sister brand.

It’s also important for branding because if you don’t have clear structures in place, then it can be difficult to create consistent messaging across all of your different brands—and that can make it hard for customers to understand what each one has to offer.

Have you written down your brand architecture? Download our Purpose Worksheet and get it down on paper.