Brand Architecture

Creating clarity from complexity.

Our brand architecture frameworks bring clarity and structure to complex organisations. By defining relationships between master brands, sub-brands and offerings, we ensure consistency, coherence and flexibility that empowers your business to scale while maintaining strategic alignment and audience relevance.

Brand architecture is the invisible structure that shapes how people understand your business. Managed well, it creates simplicity from scale, unity from diversity and coherence across every touchpoint. It ensures that every product, service and initiative strengthens the master brand rather than competing with it.

We design frameworks that reflect both logic and emotion, built on clear commercial reasoning yet sensitive to how audiences perceive and connect with your brand. We evaluate your existing ecosystem, identifying overlaps, redundancies and opportunities for greater clarity.

Our frameworks have supported growth and integration for organisations such as Conrad Group, Hoburne Holidays and SUSI Partners. We have seen how clarity in structure can unite teams, simplify communication and unlock the confidence to grow.

Fable&Co. has guided ambitious organisations through the challenge of diversification and change. From professional firms expanding into new markets to innovative groups integrating multiple offerings, our frameworks provide the clarity required to move forward with purpose.

Frequently Asked Questions

What is Brand Architecture and why does it matter?

Brand architecture defines how the elements of your brand portfolio relate to one another. It clarifies the hierarchy between master brands, sub-brands, and product lines, ensuring coherence and simplicity across every touchpoint. A well-structured architecture helps audiences understand your offer and enables your organisation to grow without confusion or dilution.

What problems does Brand Architecture solve?

As organisations evolve, their brand systems often become fragmented, perhaps there are new products, services, or acquisitions. These can create overlap or inconsistency. Brand architecture brings clarity to that complexity. It eliminates redundancy, strengthens recognition, and ensures every brand within your ecosystem supports your overall strategy.

How does Fable&Co. approach Brand Architecture projects?

We begin by understanding your current structure and objectives. Through research, stakeholder consultation, and strategic analysis, we map your existing brand relationships and identify where clarity can be improved. We then define a framework (whether master brand, endorsed, or hybrid) that aligns with your goals and audience needs.

What types of organisations benefit most from this process?

Brand architecture is valuable for organisations with multiple offerings, audiences, or markets. This includes professional services firms expanding into new areas, financial groups managing multiple product brands, and sustainability or innovation-led businesses with growing portfolios. It helps ensure internal alignment and external clarity as they scale.

What are the outcomes of a Brand Architecture project?

The outcome is a clear, visual and strategic framework that defines how each brand and sub-brand fits within your ecosystem. We deliver practical recommendations, naming conventions, and guidelines for implementation. The result is a structure that supports brand equity, simplifies communication, and prepares your business for future growth.

How does Brand Architecture connect to other brand strategy services?

Architecture acts as the foundation for positioning, identity, and communication. Once relationships between brands are defined, messaging and design can be developed with consistency and confidence. It’s often conducted alongside brand audits or positioning work to ensure your portfolio reflects a single, unified story to the market.