Aligning Group and Sub-Brands

Define the Task First

Define the role of each brand and build relationships that can evolve as the business grows. Start by reviewing existing materials alongside typical use scenarios to establish where problems occur, who they affect and which content needs to remain in use.

Three Stages of Work

What to Prepare Before We Talk

• Business structure, product lines, and future direction
• Existing brand materials and most-used touchpoints
• Customer interviews, sales feedback, and major competing brands

Representative samples are a good place to start. Past versions, real-world photos and typical feedback illustrate the problem better than style references alone; any missing information can be gathered during project discussions.

How We Discuss and Review

• Direction: Can one sentence explain why customers choose you?
• System: Are relationships between group, business units, and products clear?
• Application: Can sales, digital channels, and on-site teams use the same expression?

Each review round records confirmed directions, required changes and who owns them. Before moving to the next phase, we clarify which materials the changes affect, so strategy, design and implementation stay connected.

Deliverables to Discuss

Brand architecture map, logo lockup rules, naming hierarchy and application examples.

Specific quantities, content depth, production scope and timing are determined by project materials and usage conditions. At delivery, we also record file versions, usage instructions and ongoing maintenance responsibilities.