Brand architecture is also information design

Research Notes

When relationships are clear, customers can understand the group, its businesses and its products. This article explores the relationship between content, design and use, offering a sequence of judgments to guide project discussions.

Distinguish how a company is managed from how it is read

An org chart shows how a company is managed; a brand relationship map must also show how customers understand it. The two may be related, but internal structure should not be carried directly into every external material.

Give names and identity distinct roles

Group, business and product names each carry a different explanatory role. Combination rules should state which name leads recognition, which adds information, and how to adapt across contexts.

Test the structure at real touchpoints

Website navigation, sales proposals, packaging and trade shows expose the difficulties of expressing these relationships. Only by reviewing these materials together can you judge whether the structure is easy to apply and extend.

Bringing it into project discussions

• Direction: Can one sentence explain why customers choose you?
• System: Are relationships between group, business units, and products clear?
• Application: Can sales, digital channels, and on-site teams use the same expression?

Bring these questions to real materials and use cases, recording the current version, the rationale for changes and feedback from use. When every adjustment has a clear basis, the team can keep applying these judgments in future work.

Reader's Note

This article presents design methods and project observations written by Qingmei Future for its website. The project links below are provided for reference to existing work and application materials. The methods suggested here do not imply that all listed projects followed the same process, nor do they constitute project outcome data.