Services

Brand Architecture & Portfolio Clarity

Northbound brings order to brand complexity. We help you define the right brand architecture model, organize sub-brands and product lines, and clarify how everything connects — so your teams can move faster, and your customers never have to wonder who you are or how it all fits together.

What we offer

Whether you're managing a house of brands, undergoing a brand merger, or asking how to simplify brand offerings, we’ll help you build a portfolio strategy that works for today, and scales for tomorrow.

Portfolio strategy

We assess your current brand landscape and develop a clear, actionable brand portfolio strategy, aligned with business goals and market positioning.

Brand architecture

We define the optimal brand architecture model for your organization, including hierarchy, naming conventions, and relationships between parent brands, sub-brands, and products.

Portfolio optimizer (workshop)

This collaborative working session aligns teams on how to organize multiple brands, simplify offerings, and improve customer understanding — especially helpful post-merger or during rapid growth.

Our work

It's one thing to understand brand architecture models in theory, it's another to apply them across complex, global organizations. In our work with Cisco, Optum, and Amazon, we’ve tackled challenges like how to organize multiple brands, clarify product branding strategies, and develop scalable sub-brand systems. The result? Greater internal alignment, stronger customer understanding, and brand portfolios built to grow.