By, Estefania Guevara
There are many different types of marketing architectures. One of the most efficient is known as the Branded House.
Now, if you’ve never heard of this marketing strategy before, it’s because a branded house isn’t a strategy, but rather a type of brand architecture commonly used by brands and companies to define how they will appeal and reach out to customers.
What is a Branded House?
Let us elaborate a little bit more on what we just said. Basically, a branded house is a very common and popular form of bran architecture around which companies build a whole marketing strategy. But what really is a branded house? You see, this architecture model focuses on the firm, which is also the brand. Seems a little bit confusing? Think about this way: Google is a huge firm with hundreds of sub-brands that are directly focused on the main firm, for example: Google Chrome, Google Drive, Gmail… You see the point?
Basically, through branded house architecture, brands market a series of services and products around a main firm, this way, they subset brands are recognized but don’t overshadow the main one.
How to go for Branded House architecture
Companies or brands, which choose to go for the branded house strategy, have various things in common: They all make sure every aspect of their brand is recognizable no matter what. To put it in another way, the brand house strategy centers on the one-firm approach, meaning the firm itself has a single, well defined brand that the other subset brands follow.
This means the firm has a specific logo, a well-defined market place, a strong messages, etc. All of these aspects build the image of the firm and are present throughout the sub-brands.
It is important to mention that even when there are multiple subset brands they don’t operate independently from each other, nor do they overshadow the firm, on the contrary, in a branded house strategy, these sub-brands build the reputation, image and overall brand of the firm.
Benefits of the Branded House Strategy
Amongst the benefits of a Branded House architecture are:
- One strategy fits all: By having a branded house, you’re making sure the same marketing strategy is being used across all the subset brands, making everything extremely easier brand-wise.
- Builds brand-trust: Choosing branded house architecture as your strategy allows you build trust by offering different products or brands that are covered by the reputation of the main firm.
- Allows the firm to grow: Brand architecture works in a way that allows the main firm to evolution through time, constantly building an umbrella of subset brands that support the image of the main one.
CoNimby® moves to a branded house strategy. With this strategy the Women’s foundation of Ohio becomes CoNimby Women’s Foundation, The Ohio Cooperative becomes CoNimby Cooperative, The Ohio Cooperative Magazine becomes CoNimby Magazine, and so much more.
Ideally, all sub divisions will be developed to deepen the exempt purposes of the foundation, and serve a particular stakeholder need or provide a program service. But the sub divisions and the foundation brand are linked in a way that the assurance comes from the foundation branded house.