Brand Structure: The Road Map to Success

Having an organized structure for your brand is essential for your business. Just as you wouldn’t build a house without a blueprint or plan a cross-country road trip without a map (unless you enjoy spontaneous adventures), a business without an intentional brand structure could derail your brand.

There are three main types of brand structure:

Branded House: This model features one master brand with sub-brands that follow the same aesthetic. They may have descriptors or minor design elements unique to them. It is about total brand unification where everything supports the master brand.

A well-known branded house example is FedEx. Each sub-brand has a differentiator, but it’s obvious this is a family of brands.


House of Brands: This structure combines the master brand with completely different sub-brands to reach niche markets. Each sub-brand has a unique look that does not connect it to the parent brand. This structure requires each brand to have its own marketing strategy, budget and teams.


Hybrid Structure: This model features the master brand with strong sub-brands that visually connect back to the parent. The sub-brands maintain an independent identity while loosely supporting the master brand.


Having a map and plan for your brand structure has many benefits. It clarifies products and services, solves customer confusion, and can facilitate cross-selling. It also clearly conveys the master and sub-brand relationship.

If you have questions or concerns about your brand or brand structure, consider having a brand audit done by a professional designer. Just as you would get your house inspected before moving in and your car tuned up for that big cross-country road trip, your brand needs a check-up too. After all, your business depends on a consistent and effective brand for continued growth and success.

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