Some of the first meetings for We Are Fred® of ‘25, have been putting the old grey matter to work, in particular, we’ve been focussing on Brand Architecture.

We all talk, read and hear a lot about Brand Strategy, Tone-of-voice, Messaging Matrix, Market Positioning, Audience Profiles, the list is endless.

While many elements fuel brand creation, brand architecture often goes overlooked. This is intriguing in itself because each company is unique, with distinct culture, values, ambitions, and challenges. A one-size-fits-all approach simply won’t work. True brand architecture demands careful thought and consideration.

One of the most significant challenges in brand architecture is managing a portfolio of multiple brands, each with its own unique identity, market positioning and target audience. To avoid overlap or internal competition, it’s essential to ensure all brands are aligned with the overarching business strategy, and complement rather than compete with one another. Crucially, brand architecture must also be crystal-clear and easily understood by the internal team. If employees aren’t aligned with the brand vision, how can you expect your customers to be?

My discussion this week with Bywater Properties leadership, including COO and Co-Founder Theodore Michell and Head of Marketing Amber Hawkes, was a prime example. As a pioneering carbon-conscious developer, addressing the climate emergency with urgency and intensity, they invest in innovation and design to deliver exceptional projects with lasting industry-wide impact.

Having already built strong brand equity and achieved a leading market position, we sat down to discuss how their brand can bring to life their vision – To create industry-wide momentum that transforms ‘real estate’ into the valued places of the future.As an agency, it’s incredibly rewarding for us to collaborate with ambitious brands that share our values and vision for the future.

2024 was a period of significant growth, with exciting projects spanning diverse sectors with ‘25 picking up where we left off. We’ve created innovative tech brands, crafted a digital vision for a renowned London landmark, and developed placemaking brands for destinations of tomorrow. We’re also thrilled to have expanded our portfolio into the Manchester market, working to create inspiring workspaces. These projects keep us pushing creative boundaries and all will be unveiled very soon.

But if I’m being perfectly honest, if anyone invites me to a meeting and suggests lunch in the ‘little French restaurant round the corner’ afterwards, Tu peux me compter dans le nombre.