Who would have thought that Shopify, the e-commerce giant, would publish a surprisingly insightful piece on brand architecture? As a seasoned branding expert with over two decades of experience with brand architecture and naming systems, I’ve seen plenty of disappointing “Brand Architecture 101” content. But this Shopify blog post (https://lnkd.in/g32d4h5Q) genuinely impressed me.

While it certainly covers the fundamentals—which is crucial for any introductory piece—it also delves into some smart strategies that I’ve been advocating for years. It’s refreshing to see a platform like Shopify acknowledge the importance of a well-defined brand architecture for its customers and their users.

Here are a few key takeaways that resonated with me:

• Clarity on the “Why”: The post emphasizes the purpose of brand architecture, highlighting how it drives customer understanding and internal alignment. This is something I often stress with my clients – a strong brand architecture isn’t just an organizational chart; it’s a strategic tool for growth.

• Emphasis on Relationships: Shopify does a nice job portraying brand architecture as a map of relationships between a parent brand and its sub-brands. This relational aspect is the bedrock of brand architecture and is critical for building a cohesive brand experience.

• Practical Examples: The post uses real-world examples to illustrate different brand architecture models. This makes the concepts more tangible and easier to grasp, especially for entrepreneurs who may be new to branding.

Beyond the Basics:

While the Shopify article provides a solid foundation, I’d like to add a few nuances from my own expertise:

• Brand Architecture is Dynamic: It’s not a “set it and forget it” exercise. As your business evolves, so should your brand architecture. Regularly review and adjust it to reflect changes in your offerings, target audience, and competitive landscape.

• The Role of Storytelling: A strong brand architecture provides a framework for consistent storytelling across all your brands. This is crucial for building brand equity and resonance with your audience.

• Internal Alignment is Key (and Often Difficult): Ensure your entire organization understands and embraces the brand architecture. This will foster consistency in messaging and customer experience across all touchpoints.

Final Thoughts:

Shopify’s blog post is a valuable resource for any business owner looking to understand the basics of brand architecture and naming strategy. It’s a clear, concise, and insightful introduction to a complex topic. Kudos to Shopify for empowering their users with this knowledge.