BRAND ARCHITECTUREBrand Strategy
When all the names sound the same
Every year, this client offered a new feature or service to help them stand out at tax time. But after initial promotions faded, customers were left trying to distinguish between paid products and branded features within existing products, and every service sounded the same to them.
We cleaned up the cluttered branding and organized their offerings into a brand architecture that was more in line with how customers shopped for services. The final playbook included naming guidelines and a decision tree to help teams determine when to use brand expression to differentiate and when to refer to something plainly and leave it to marketing to make the noise.
⇥ brand architecture
⇥ brand playbook
⇥ naming guidelines
⇥ naming decision tree
From a separate division to core DNA
When you’re the first to bring a new technology to market, you may pair that with bold branding that distinguishes you from the pack. But when that emerging technology becomes standard practice for the industry, being the company with a separate “digital division” can make even these industry pioneers feel outdated.
This client needed new brand architecture to reassert themselves as technical leaders and a product taxonomy that clarified to customers that all of their products come with cutting-edge technology components, not just the ones that hail from their digital line.
⇥ brand positioning
⇥ brand architecture
⇥ product taxonomy
⇥ sales enablement materials
⇥ launch video
⇥ wrote the CEO’s speech about it
As the first in-house content strategist at frog design, I was able to extend their brand services to include brand architecture, product taxonomies, and naming guides. I became a Global Brand Lead teaching other practitioners how to evolve some of the world’s biggest brands through these little guiding grids.