Digital brand architecture
Digital brand architecture organises your umbrella brand, sub-brands and microsites so that users and search engines understand them.
Background
When every product, subsidiary and campaign gets its own website, dozens of domains build up. Design and content drift apart, and each domain adds security risk.
Typical models
One domain: sub-brands as sections of one website, strong for SEO and upkeep
Subdomains or separate domains: for clearly separate audiences or markets
Hybrid models: a central platform with separate sites for individual brands
The right model depends on audiences, sales channels and organisation. We weigh search visibility, upkeep and brand impact against each other.
Approach
An inventory rates every domain, website and system by reach, upkeep and security.
This leads to a recommended structure and migration path. Redirects preserve rankings, links and trademark rights, including for domains no longer in use.
Technology
The architecture often runs as a multi-site set-up in one CMS such as Statamic, with a shared design system. Each brand keeps its own colours, content and responsibilities.
Outcome
Fewer systems mean less update and security effort.