Is it your personal brand? A corporate identity? A product or service? When you give birth to a brand, you must first think of your entity’s id – peel back the layers of beautiful design, extraordinary functionality, and your price tag. An entity is simply the item, service, or person that is the subject of branding. The id is present with us when we are born, and represents our basic human drive: the unorganized instinct and sometimes irrational impulse. Id, ego, and super-ego, as defined by Sigmund Freud, are the three components of human psyche that govern the way you think and make decisions. I have developed a formula to help tell the brand story: Let’s break this down. Let’s do this! Step 1: Understand what a brand really means.īefore we define a brand architecture, let’s wrap our heads around what a brand really is. This is a live challenge I am facing at work, and I wanted to share my key branding insights in a multi-step case study. What counts as a sub-brand? How can I make it easier for the consumers to navigate my offerings? Heck, what is a brand, really? If you’re asking these questions, you are not alone. Brand Architecture Building: A Step-by-Step Guide (Step 1)

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