I’m looking at things a little differently regarding brand architecture. Brands focus a great deal on the exterior presence of a product or service to capture your attention. The interior is what you see after you decide to buy in. Then it meets or exceeds your expectation or can be quite a letdown.
We have become a very visually oriented society. Getting below the surface complexion of people and brands is now called transparency but it seems like fluff in many regards.
The general appearance of things and their character are two separate identities that need to be given individual attention. Then, when this is fine-tuned, it can become a complete iconic figure. An honest representation inside and out.
If you start with the interior amenities, the exterior takes shape with expressive style that is a complement, not a stand-alone feature.
The interior with its distinctive qualities is the heart of your brand. It is your brand character. Words that describe character offer insight as to how to build a brand from a place of integrity. Use these as a starting point to help you define your offering.
Here are a few:
While these are vital, characteristics reflect an even deeper interior view.
The exterior is your brand complexion, reflecting the tone of your offering. It is how your brand appears at first glance, but it is only skin deep. The general aspect of your positioning will be highlighted with all the essentials showing first. Then you add coloring, hue, texture, tint, cast and style to your appearance to reach the target with genuinely true emotive appeal.
This is not limited to products or services in the brand world. These attributes can be humanitarian. If you build these into all of your social relations with loving care, and show your value as a mindful contributor, the natural outcome will be happy exchange.
You will leave a mark of excellence the world can look up to.