EVERY BRAND IS A SYSTEM
Our brand architecture organizes all our brands and defines how they relate to the corporate brand and each other. This system helps us make consistent decisions to build, manage, and scale our product and corporate brands in concert.
When a company has many products, but lacks a well-defined branding system, audience attention is divided. They get confused, and brand becomes diluted.
Promoting too many brand names, logos, or messages is a real (and expensive) danger. Over-branding is risky, and can result in a loss of mindshare and awareness at the corporate level.
In order to unify and amplify our brand voice, we must promote the corporate brand first, followed by product brands.
Brand 101 is an internal informational video about the importance of a brand.
The masterbrand strategy
Products and technologies come and go, but Red Hat is forever. Red Hat uses a masterbrand strategy (also referred to as a branded house) and brand architecture.
This strategy is best suited for technology companies where offerings constantly change.
A masterbrand strategy leads with the corporate brand. Products, solutions, and services don’t adopt their own names, positions, or logos, but instead complement the Red Hat portfolio.
And leading with our parent brand lets us tell a “more than Linux” story that demonstrates the breadth and depth of our technologies.
Our approach to naming is to say what it is and explain what it does. We refer to this as a descriptive naming strategy.
This strategy helps us clarify products and services, making purchase decisions easier for our customers. It also aligns to our corporate masterbrand strategy.