Brand Architecture: 4 Key Elements for Creating an Aspirational Brand

brand architectureWhat makes people splurge on a $150 beverage bucket (just $60 more for the stainless steel ice scoop)? Is it because it keeps a six pack or three bottles of wine cold for hours? Has double-wall vacuum insulation and a rotating handle? Is proudly “over-engineered”?

Or is it because it bears the “YETI” stamp?

Spoiler alert: It’s the YETI name.

We don’t really need an over-engineered ice bucket. We don’t really need the $40 tumbler, the $50 dog bowl, or the $600 cooler. But we want it.

What does this have to do with brand architecture – and, more to the point, your business?

Brand Architecture: The Foundation of Your Marketing

To us, brand architecture is telling your message clearly and impactfully to connect with your target clients on an emotional or even aspirational level. To create an “irrational bond” with them.

YETI’s certainly done it; their buyers don’t care what it costs, they simply must have it. It’s not just a cooler. It’s adventure. Freedom. Independence. Exploration. It’s being cooler (pun intended) than everyone else. While the design and construction industry is a different beast from the consumer products industry, you can – and must – create that emotional, irrational, bond.

4 Key Elements of Brand Architecture

These pieces form the backbone of your marketing efforts:

1. Anchor Statement

Your anchor statement provides clarity around your brand. It lets people know, in a clear and compelling way, what you do, how you can help them, and why you’re the solution for which they’ve been searching. This becomes the foundation for all of your marketing messaging – website, social, print… the whole shebang.

Haven’s Anchor Statement:

For most (Design & Construction) businesses marketing sucks; you don’t know what you’re doing and it’s hard to find someone who does. Haven provides proven strategies and a full suite of marketing and sales-enablement tactics so you can win more jobs, get more done, and provide a better customer experience.

Learn why and how to craft a killer anchor statement.

2. Tagline

  • Just Do It
  • The Ultimate Driving Machine
  • What’s In Your Wallet?
  • Have It Your Way

We bet you know exactly what these brands are based solely on their taglines. These short, memorable catch phrases often accompany the logo, and they clearly convey the brand message in a few words. When your tagline resonates with customers, it is a powerful tool in your marketing arsenal.

Need some tips for creating a compelling tagline? Look here – or ask the experts at Haven!

3. Mission Statement

Your mission statement defines your brand’s purpose, goals, and approach to achieving said goals. It guides decision-making and keeps your people (including you!) on course and in alignment. In other words, it helps you do what you say you will. While primarily an internal document, it may be shared with clients and other stakeholders.

What good is a long, boring, stuffy, uninspiring mission statement? It’s good at collecting dust. Other than that… Well, you’re better off keeping it simple, active, and future-focused.

4. People

brand architectureThe brand architecture puzzle is never complete without this piece. People! The folks you want to reach, the clients who your business was created to serve, who will help build your business, the customers who will spread the word about your work. Know. Your. Demographics.

How do you identify your ideal client? Dig into this so it is easier to find and market to them. Investigate:

  • Location
  • Age
  • Income Level
  • Educational Attainment
  • Home Value
  • Job Title/Occupation
  • Hobbies/Interests/Priorities

Then dig deeper. What are their goals? What are their fears? What motivates and influences them? If you don’t know much about your target audience, how will you reach them on that emotional – irrational – level? You won’t.

Want to learn more? Check out our helpful guide, 9 Steps to Effective Marketing In the Design and Construction Industry.

Take Your Brand Architecture Beyond the Basics

As design and construction industry professionals, we know that a solid foundation, in this case your brand architecture, is critical for success. It is just as essential when we promote ourselves and our businesses in this competitive world. Make the most of your marketing; connect with Haven to learn how.