What is a Brand Message House？Definition and Examples
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The concept of the "Brand House" is a topic that any entrepreneur focused on building a brand-driven business model cannot avoid. If you need to conduct a comprehensive and in-depth analysis of your brand, using the Brand House model can make the analysis process more complete and clear. By leveraging the structure of a house, it systematically and structurally organizes important brand information, serving as a foundation for brand creation. In this article, uBrand will explain what a Brand House is and provide examples of well-known Brand Houses. Let's dive in!
What is a Brand House?
A Brand House, fully known as a Brand Message House, is a tool for effectively conveying brand strategy information in brand architecture. It is not merely a strategic tool but also a crucial bridge for communication between the brand and its consumers. It allows us to fully examine the brand's position in consumers' minds from their perspective. Before building a Brand House, it is essential to clarify its internal logic and rationale to ensure that brand information can be clearly and consistently communicated to the target audience.
Brand House Model Structure
The Brand House model systematically organizes the core elements of brand positioning and communication into several levels, from the top level of brand positioning to the foundational level of product offerings. Each level revolves around the core values and positioning of the brand.
- ●The Big Idea: This is the roof of the Brand House, representing what the brand stands for as a whole. It encapsulates the core essence and overarching vision of the brand.
- ●Brand Positioning: The top level of the Brand House is brand positioning, the core of brand strategy. Brand positioning clarifies the brand's place and uniqueness in the market, providing direction for subsequent brand development.
- ●Brand Attributes: This section describes how the brand expresses itself through what it says, feels, and does. These attributes are the core of the brand's messaging and play a vital role in shaping its identity and personality.
- ●Brand Pillars: These are the specific attributes that make the brand unique. Each pillar represents a core aspect of the brand's promise and value proposition, supporting the overall positioning and attributes.
- ●Proof Points: At the foundation, proof points provide the evidence and rationale behind the brand's claims. They include specific pieces of evidence, policies, marketing materials, data, or products that validate the brand's positioning, attributes, and pillars, helping to build credibility and trust with the audience.
Examples of Well-Known Brand Houses
Apple's Brand House
Apple uses the Brand House strategy where its products, such as the iPhone, iPad, and Mac, all share the Apple name, strengthening its reputation in cutting-edge technology. Apple's success demonstrates the power of a strong parent brand, leveraging the Apple brand across all products, which has played a crucial role in its global success. Any product carrying the Apple brand gains a significant advantage in the market.
Google's Brand House
Google applies its brand across a wide range of digital products and services, including Google Search, Google Maps, and Google Drive. The company's Brand House strategy is built on reliability, innovation, and accessibility, using the Google name to represent a seamless and integrated user experience. Through the Brand House model, Google maintains a strong and unified corporate image, enabling it to extend its brand equity across all services and benefit from the established market reputation of its parent brand.
Coca-Cola's Brand House
Coca-Cola applies its brand to a variety of beverage lines, including Coca-Cola Zero, Diet Coke, and Coca-Cola Life. Leveraging its long-standing tradition and emotional connection with consumers, Coca-Cola maintains a strong market position even in a highly competitive industry. The adoption of the Brand House model has played a crucial role in this, ensuring a consistent brand experience across all products.
Microsoft's Brand House
Microsoft is a tech giant that emphasizes productivity, innovation, and security across its product line. Sub-brands like Microsoft Windows, Microsoft Office, and Microsoft Azure all share the Microsoft name, reinforcing the brand's reputation for reliable and integrated software and services. By adopting the Brand House model, Microsoft maintains a strong and unified corporate image, allowing it to transfer its brand equity to all sub-brands or new products, benefiting from the market reputation already established by its parent brand.
Adobe's Brand House
Adobe's Brand House strategy revolves around creativity, innovation, and digital transformation. Sub-brands such as Adobe Photoshop, Adobe Illustrator, and Adobe Premiere Pro all share the Adobe name, enhancing the brand's leadership in digital media and marketing. By consistently using the Adobe name across all products, Adobe has built a strong brand image, allowing it to leverage the brand equity of the parent brand across all products, creating a 'halo effect' that benefits the entire Adobe product range.
The Brand House is a strategic tool that has been adopted by an increasing number of companies. It not only helps businesses maintain consistency in brand messaging in a complex market but also enhances communication efficiency between the brand and its consumers. Did you find today's content helpful? If so, why not follow uBrand for daily tips on brand knowledge!