Brand Architecture
Consonance and Dissonance
In the world of music, consonance occurs when a combination of sounds harmonize. Dissonance is the exact opposite — the noise of a random fist or palm on piano keys. Consonance is achieved not by the homogeneity of voice or instrument, but by the orchestration of unique contributors.
Many brands struggle to wrangle even their closest internal stakeholders — ownership, employees, business partners — into a grade school-choir level of consonance. Too much control can feel as awkward as too little. Instead, they should focus on a framework based on the brand’s vision, values and strategy. Marketing may obsess over details like font kerning and the careful wording of each phrase, but that’s their job. Otherwise, celebrate the diversity of voices and their individual stories and anecdotes that add texture and meaning to the common core.
WHO represents the brand’s identity and style, the “look and feel” created with words, graphics, photography, video, and the voices of many.
WHY articulates the brand’s core values and purpose. Great brands have a vision and purpose that extends beyond commerce and forms deeper connections with customers. Learn More
FOR WHOM describes the target customer, in both demographic and psychographic terms, the persona for whom the product is designed and delivered.
WHAT describes the brand’s core products or experiences, making claims that emphasize differentiation and resonate with the target customer.
HOW includes reasons to believe the brand story and its claims, burnishing the brand’s unique position and competitive differentiation.