Branding and Brand Architecture: How to Build, Grow, and Leverage Your Brand Effectively

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Killer statistic: When it comes to brand architecture strategies, about 80-90% of new products, including line extensions, fail.

Let’s play a game: Name something more challenging than trying to match socks from a laundry load. 

If you said, “being an physician in need of the brand architecture necessary for a successful brand extension,” then ding, ding, ding! 

You’re not only right, but you’ve also probably been staring at a blank PowerPoint slide for hours, wondering what it feels like to be a game show host and look sexy in a rom-com: out of place and hilariously underprepared.

Recently, I shared the branding completed for one off the world’s premier experts in regenerative therapy.

So when it came time to introduce his line of supplements, it was vital to understand how to do it properly.

I outline below how I did it so you can too.

Rebel Branding: Brand Architecture in the New Era of Brand Identity

Depending on your company’s model and your brand determines how best to add a line extension.

It comes down to one of three choices:

I’ve explained each of these to help you make that critical decision so you can take the most crucial step: making the right choice.

1. Single Shot Brand | The Branded House

In some circles, this is known as “The Branded House” and is the most straightforward brand architecture. 

In this case, the company has a single, overarching brand.

When you’re talking pure, undiluted branding, this is your jam. 

You got one major brand that stands tall, commanding its territory. 

Sure, it seems chill initially, but as things scale up, it’s like trying to manage a rock band on a worldwide tour. 

Gritty, raw, but undeniably memorable. 

Rockstars of this genre? FedEx, Virgin, and Google. 

We know the brand, no confusing offspring that do or say things to embarrass you as they leave the home and “find themselves” out there in the world.

2. Brand Empire | House of Brands

This is known as a “House of Brands” structure where the master brand takes a backseat, giving the sub-brands the freedom to shine independently. 

Imagine an empire where the emperor steps back, letting the provinces have their spotlight. That’s your “house of brands” for you. 

Here, the central orchestrator takes it out of the spotlight, allowing the sub-acts to headline the gig. 

Important note: This is all about strategic autonomy and smart delegation. 

For those massive corporations, it’s easier to jam with many indie bands than orchestrate a single mega concert. 

Exhibit A? Procter & Gamble. 

With opening acts like Head & Shoulders, Crest, and Tide, the concert’s lit.

3. Mashup Madness | The Hybrid Brand

Known as “The Hybrid Brand,” this is similar to the “House of Brands” structure, where the sub-brands have their own identities.

The difference is that in this model, the DNA they share is clear.

This is where you get the cocktail mix. 

The sub-brands flaunt their persona, but everyone in the room knows who’s picking up the tab. 

On stage, it’s the sub-brands stealing the limelight, but the mastermind behind the scenes ensures consistency in the rave. 

Just look at The GAP with Banana Republic and Old Navy.

Gap Inc. is the master brand, but its sub-brands, like Banana Republic and Old Navy, have their own unique appeal and target audiences. 

Or Nescafé by Nestlé, where it brings the jazz, and Polo Ralph Lauren, Double RL, Ralph Lauren Collection, and Club Monaco (all part of the Ralph Lauren hybrid model) is the classic rock bringing everyone together.

So How Does a Physician Use Brand Architecture to Build an Irresistible Empire?

As shown in the branding article, “From Physician to Entrepreneur: Using Innovation to Master Storytelling,” the Karli Center brand was built first.

When Karli needed their supplement line to be branded, this included:

• Homework on the noise level in the marketplace
• Distinct naming
• Slogan
• URL availability
• Design
• Color scheme

And ensuring it aligned to the brand we previously created.

We applied the Hybrid Brand model, where each brand shares a clearly related DNA.

Below is the brand we developed, sharing a similar aesthetic and using language nobody was using: “Self Renew” echoing the “joint self-renewal” positioning of the Karli Center brand.

The Self Renew Brand is Born

Once this was established, we applied it to all components to provide brand consistency:

We also looked at three factors every line extension must consider. They are:

3 Powerful (and Counter-intuitive) Ways to Have a Line Extension Your Competition Will Want to Steal

Let’s explore three ways to slap some branding sense into your line extension. 

After all, Ryan Reynolds sold gin once. How hard can this be?

1. MAKE SOME NOISE WITH SILENCE:

Counter-intuitive fact: In a world where everyone’s as loud as a teenager’s first rock band, being quiet can be your loudest move.

Launching a brand? Most folks will tell you to yell it from the rooftops. But since we’re not most folks, we’ll pivot. 

Instead of turning the volume up to 11, we hit the dimmer switch. 

Like that time George Costanza actually listened during a job interview… oh wait, bad example…

When it comes to your supplement line, let the trust you’ve built scream while you chill with some elevator music enjoying Matcha tea.

2. THE EXCLUSIVE CLUB OF… WELL, YOU:

Counter-intuitive fact: Making something look as exclusive as Kim Kardashian’s diary? Priceless.

Instead of throwing it at anyone with a pulse, we created an exclusive brand, Self Renew, that aligned and amplified “The greatest stride in joint self-renewal,” which made the patient the star. 

Before you know it, everyone’s gonna want to be in your elite club of vitamin-swallowing insiders.

3. PATIENT-DRIVEN YADA YADA YADA — THE HEALTHY KIND:

Counter-intuitive fact: Your journey from stethoscope to supplements? Cool story, bro. But your patient’s tales? Now that’s the real tear-jerker…

Sure, your transition story from the ER to the cover of INC magazine might be filled with drama, humor, and a good dose of humanity, but the best story? Your patient’s.

Nothing sells like a personal narrative, especially when it’s the story of someone you’re helping, the life you’re changing. 

Let patients (and clients) spill the beans about how awesome you and your products are. 

If they can make you look half as good as Ryan Reynolds in a tight red suit, then you’re golden.

Brand Architecture: It’s Your Turn

Building a brand is like trying to get through an episode of The Office without laughing – challenging but not impossible. 

Tread the unconventional path, sprinkle some self-deprecating charm, and for the love of spandex, let your patients do some of the heavy lifting.