When your business evolves, your brand portfolio can become complex. New services, products or acquisitions often create confusion about what fits where.
Brand architecture brings order to that complexity, defining clear relationships between your brands, sub-brands and offerings.
We help you design a structure that’s simple for customers to navigate, easy for teams to manage and scalable for future growth.
What is Brand Architecture?
Brand architecture is the strategic framework that defines how your brands, products and services relate to one another — and to your customers. It’s the roadmap that shows how everything fits together under one coherent story.
It’s particularly valuable when your business grows or diversifies — for example, after launching new services, acquiring other companies, or expanding into new markets. Without a clear structure, brands overlap, messages conflict, and audiences get confused.
A well-defined architecture ensures every offer reinforces the strength of your master brand, while giving sub-brands the clarity and flexibility they need to perform in their own right.
How Brand Architecture can help you win more business?
A clear brand structure helps people understand your offer faster.
It removes confusion by showing exactly how each product or service fits within your overall story. This clarity strengthens customer confidence and internal alignment, making decisions easier and marketing more focused.
When done well, brand architecture becomes a strategic tool for both marketing and growth. It helps you position, prioritise, and communicate your portfolio with focus and consistency.
A robust brand architecture helps you:
Brand Architecture – What you’ll get
Our Brand Architecture service brings clarity to complexity. We analyse your current brand landscape and create a logical, future-ready structure that reflects both your business goals and customer needs.
You’ll receive:
Why choose Herron?
We’re a senior team with global brand experience, now bringing that expertise closer to home. We combine big-agency thinking with the accessibility of a local partner — easy to reach, hands-on, and invested in your success.
Who We Work With
Our sweet spot is multi-service and multi-market businesses — often in industrial, engineering or manufacturing sectors — where overlapping brands or legacy names can dilute clarity and impact.
We also support professional and technical service firms with complex portfolios — consultancies, technology providers, and financial specialists — helping them bring order, logic and confidence to their brand structure.
“Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.”
“The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.”
“Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.”
“Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.”
Our approach
We take a structured, insight-led approach that combines commercial analysis with creative clarity. By understanding how your brands perform, connect, and are perceived — internally and externally — we design a brand architecture that works both strategically and operationally.
Here’s how we do it:
Frequently asked questions
Got a few questions about how we work or what to expect? You’re not alone — here are some of the most common things we get asked about Brand Architecture:
It’s worth reviewing your structure when you’ve launched new services, acquired another business, or find your portfolio confusing to explain. It’s also a smart step before rebranding or major website redevelopment.
Brand hierarchy is part of brand architecture — it focuses on the vertical structure of brands and sub-brands. Brand architecture is broader, defining both hierarchy and how those brands relate strategically, visually and verbally.
A clear structure makes marketing more efficient. It reduces duplication, clarifies who each offer is for, and ensures every campaign supports the master brand and core business goals.
That depends on your goals, audiences, and market position. We’ll assess the equity in each brand and recommend the best approach — whether that’s consolidation, endorsement, or a hybrid model.
Typically 4–6 weeks, depending on the size of your portfolio and the number of stakeholders involved. We tailor our approach to your complexity, resources, and decision-making process.
View our work
Our services
From strategy to identity and tone of voice, we build brands that cut through noise and connect with the right audience.
From digital to physical, we design bold, consistent visuals that bring your brand to life across every touchpoint.
We design and build smart, reliable digital platforms that look great, work hard and grow with you.
Integrated marketing strategies and campaigns that connect brand, digital and search — and deliver real results.
Contact us
If your brand is ready to become irresistible, drop us a note, or give us a call to see how we can get your audience not only engaged, but powerless to resist.
+44 (0)114 321 1808
