Brand architecture is about properly managing the brands in your portfolio and making the best out of how your brands share certain associations. Like most companies, you probably have several brand names in your portfolio. Do you know the cost of keeping these brands alive in the marketplace? Does the size and scope of your 'brand family' hinder your customers’ perception of the services and products you have on offer? Brand architecture takes into account the central values of the company, as well as the benefits the individual sub-brands contribute to the company. The first step in determining what structure will most benefit your organization is understanding how to align your company with your customer base. Once we know where we are and where we should go, we can create a plan to get there. Changing the portfolio of your company’s brands is a long-term process that has significant short-term consequences. Once an optimal plan is developed, we create a naming structure and redesign some visual components of the brand portfolio to establish a greater degree of coherence.