Do we use our brewery name on this new location or make it more tailored to its new neighborhood? If we want to open a new food concept, should we use our brewery name? Or does that even make sense if we’re not brewing there? Brand architecture will help you to answer these types of questions.
Your brand architecture is the framework you use to determine how all of your brands, current and future, interact with each other—how do specific brands relate or differ, how are they positioned and named, how are they priced, and how does all of this help you build your business? You may be thinking, “Why do I need to think about this if I just opened a brewery to make beer?” If the last few years of the craft brewing industry are any indication (with breweries making everything from seltzer, kombucha, cold brew coffee, and all manner of other non-beer items), I would encourage you to think about what the next three to five years could bring for your brewery.
Here are a few approaches to framing your brand architecture that you should consider as you think about expanding your portfolio.