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September 17, 2023
November 21, 2023

How to Steer Your Brand's Growth Without Sacrificing Structure

Rangan Das

How to Steer Your Brand's Growth Without Sacrificing Structure

August 24, 2023
November 21, 2023
Rangan Das


In the fast-paced world of business, it's not uncommon for a brand to experience rapid growth, especially in industries where trends can skyrocket overnight. One such success story is Gymshark, the U.K. apparel and accessories brand that has won the hearts of fitness influencers and enthusiasts alike. As they scaled their business, they wisely brought in Larry Gerrard, a seasoned creative director, to lead their studio team.

Steering a brand's growth without sacrificing structure is no easy feat. However, a brand’s internal teams, who have been with the brand since the beginning, also bring a lot of creative operations experience to the table. Their structure provides a distinct identity and purpose to your organization, setting you apart from competitors in a competitive marketplace and communicating your unique value proposition to customers, thus fostering trust and loyalty.

Understanding the importance of brand structure

A brand structure encompasses not only the physical layout of the organization but also its cultural and strategic alignment. It creates the framework for decision-making, workflow automation, and resource allocation, all of which are critical for steering the building brand growth strategies, maintaining its identity and focus during times of rapid expansion.

What is brand structure?

The organization and framework that defines how a brand's internal teams, departments, and processes are structured and interconnected is referred to as its brand structure. It includes the organization's hierarchical arrangement of roles, responsibilities, and communication channels. A solid brand structure ensures that everyone involved in the brand's operations, from top-level executives to individual team members, understands their roles, functions, and how they contribute to the overall mission and vision of the brand.

As smaller brands expand, it becomes more challenging to uphold the previous structure. However, companies can enhance and scale their existing brand structure by optimizing the organizational structure to ensure brand compliance.

What makes brand structure so important?

Brand structure is important for several reasons, as it serves as the foundation upon which a brand can build and sustain its success. Here's why brand structure is so important:

Consistency and cohesion

A well-defined brand structure ensures brand messaging, identity, and values are consistent across all aspects of the organization. This cohesion results in a unified and recognizable brand image, which is critical for establishing customer trust and loyalty.

Efficient operations

An organized brand structure streamlines workflows and decision-making by optimizing internal processes. This efficiency leads to better resource allocation, less waste, and higher productivity, which drives cost-effectiveness and profitability.

Adaptability to growth

As a brand grows in size, it encounters new challenges and opportunities. A strong brand structure enables an organization to adapt to changing market conditions, scale operations, and enter new markets while maintaining its core values.

Effective communication

Clear roles and responsibilities within the brand structure promote effective communication among team members. Open lines of communication promote collaboration, idea sharing, and problem solving, resulting in better outcomes and innovation.

Brand equity and recognition

In the minds of consumers, a well-structured brand becomes more recognizable and memorable. This increased brand equity translates into increased brand value and better market positioning.

Employee engagement and retention

A clear brand structure gives employees a clear understanding of their roles and opportunities for advancement within the organization. Employees who are engaged and feel valued are more likely to remain committed to the brand, lowering turnover rates and preserving institutional knowledge.

Strategic decision-making

A clearly defined brand structure facilitates strategic decision-making at all levels of the organization. It enables leaders to align actions with the long-term objectives of the brand and ensures that decisions support the mission and vision of the brand.

Customer experience

A unified brand structure leads to a more unified customer experience. Customers feel a sense of familiarity and trust when all touchpoints align with the brand's values and messaging, which increases their overall satisfaction.

Competitive advantage

A well-structured brand can react quickly to market changes and consumer demands. This agility gives the brand a competitive advantage, allowing it to outperform competitors and seize emerging opportunities.

Also read: How to measure brand performance and drive it higher

Brand resilience

A well-organized brand structure encourages resilience in the face of adversity. A strong brand structure helps an organization stay focused on its mission and navigate uncertainties more effectively during times of crisis or market fluctuations.

Establishing a strong foundation

Creating a solid foundation for a brand is a critical component that lays the groundwork for its long-term success. Building on a team's existing knowledge and expertise is critical to maintaining continuity while pursuing growth. Rather than tearing down established practices, leaders should learn from their team members, recognize their contributions, and foster a positive and motivating workplace environment. Recognizing the worth of each team member's experience promotes a sense of belonging and commitment to the brand's mission.

This phase is critical in shaping the brand's identity, culture, and values while setting the tone for future growth. Here are some key elements related to establishing a strong foundation for a brand:

Learning from past experiences

A solid foundation entails appreciating the brand's history and learning from past mistakes. It is critical to understand what has worked well in the past and what challenges the brand has overcome in order to shape its future strategies.

Honoring existing efforts

Rather than dismissing or disregarding previous team members' contributions, a strong foundation embraces and honors them. This strategy cultivates a culture of respect and appreciation, making current employees feel valued and motivated.

Cultural continuity

A well-established brand foundation ensures that the brand's culture remains intact even during periods of growth. This means preserving the core values, mission, and vision that define the brand's identity and differentiate it from competitors.

Stability and consistency

Building a strong foundation provides stability and consistency to the brand. It acts as an anchor, guiding decision-making and actions, ensuring that the brand stays true to its identity and maintains a coherent brand image.

Motivating the team

Recognizing the efforts of past team members and valuing their contributions motivates the current team to perform at their best. A motivated team is more likely to take ownership of their work and go the extra mile to achieve the brand's goals.

Preserving institutional knowledge

A strong foundation preserves the institutional knowledge accumulated over time. This knowledge includes insights into the brand's target audience, market trends, and best practices, which can be invaluable for future growth strategies.

Long-term perspective

Establishing a strong foundation requires a long-term perspective rather than seeking quick fixes. It involves taking the time to understand the brand's history and culture and using this knowledge to chart a sustainable path for the brand's growth.

Building trust

Honoring and recognizing previous team members' contributions builds trust within the organization. This trust is required for open communication, collaboration, and the ability to weather challenges as a group.

Cultivating brand advocates

Valuing and respecting the efforts of past team members creates brand advocates within the organization. These advocates can help drive the brand forward with enthusiasm and passion, strengthening its position in the market.

Developing a scalable growth plan

Creating a scalable strategy is a critical component of growth-driven brand management, and it applies to any firm seeking to develop and survive in a competitive market. This principle emphasizes the importance of properly thinking and planning for growth to maintain the momentum of the brand while remaining true to its identity and values. The five most significant parts of strategic growth planning are as follows:

Strategic vision

A strategic vision forms the foundation of a scalable growth plan. It outlines the brand's long-term goals, market positioning, and competitive advantages. Without a clear vision, the strategic growth plan lacks direction, making it challenging to chart a successful path forward.

Thorough market analytics

Understanding the market landscape is essential for identifying growth opportunities and potential challenges. Thorough market research helps the brand make informed decisions, target the right customer segments, and align its offerings with market demands.

Flexibility and agility

In a dynamic business environment, adaptability is crucial for successful growth. Being flexible and agile allows the brand to respond swiftly to changes, capitalize on emerging opportunities, and stay ahead of the competition.

Customer-centric approach

Putting customers at the center of the growth plan is vital for sustainable success. Prioritizing customer needs and satisfaction ensures that the brand delivers value and builds long-lasting relationships, driving customer loyalty and advocacy.

Also read: Delivering a Consistent Customer Experience with Brand Asset Management

Continuous performance tracking

Setting clear key performance indicators (KPIs) and regularly tracking progress is vital for assessing the effectiveness of the growth plan. Monitoring performance enables timely adjustments and allows the brand to course-correct if necessary, ensuring that it stays on track to achieve its objectives.

Prioritizing communication and collaboration

Effective communication and collaboration are not mere buzzwords but rather the lifeblood that fuels a brand's progress and prosperity. A culture of open communication and active listening within the organization fosters an environment where team members feel encouraged to share their insights, ideas, and concerns freely. This spirit of open dialogue creates a collective pool of knowledge and perspectives, enriching decision-making processes and problem-solving capabilities.

When team members feel that their voices are valued and heard, they develop a sense of ownership and commitment to the brand's mission. This sense of belonging drives them to go above and beyond in their roles, investing their energy and passion into the brand's growth journey. As a result, employees become more motivated, engaged, and proactive in executing their responsibilities.

Collaboration is equally vital, as it ensures that different departments work harmoniously towards shared objectives. Creative intelligence platforms, such as Artwork Flow, enable different departments to collaborate seamlessly toward shared creative objectives through streamlined workflows and centralized communication. The platform leverages the diverse expertise of each member in the creative process by breaking down barriers between teams and encouraging cross-functional collaboration. Teams can unite their efforts with Artwork Flow's collaborative tools, resulting in a holistic understanding of the brand's goals and values. This centralized approach to communication and growth-driven brand asset management enables all team members to collaborate efficiently, resulting in outstanding results in their artwork development and proofing tasks.

Prioritizing communication and collaboration goes beyond internal interactions; it also extends to external stakeholders. Building strong relationships with customers, suppliers, and partners is essential for a brand's success. Effective communication with customers helps the brand understand their needs and expectations, tailoring products and services accordingly. Transparent communication with suppliers and partners fosters trust and cooperation, ensuring a reliable supply chain and strategic alliances.

Embracing centralized asset management solutions

Proper asset management solutions play a pivotal role in creative teams by providing a structured and efficient approach to organizing, storing, and accessing brand-related digital assets. These assets can include logos, images, fonts, color palettes, templates, and other elements that define a brand's visual identity. Having a well-organized brand asset management system is crucial for design teams as it ensures brand consistency, accelerates the creative process, and enhances collaboration. Creative intelligence platforms like Artwork Flow offer robust brand asset management capabilities that significantly teams and individuals trying to scale up a brand. Here's how:

  • Centralized Access: Artwork Flow provides a centralized repository for all brand assets, making it easy for team members to access the required elements swiftly. Designers no longer waste time searching through scattered files or bothering colleagues for specific assets, resulting in improved efficiency and reduced frustration.
  • Version Control: Maintaining version control is essential in design, where multiple iterations of artworks and creative assets are common. Artwork Flow helps manage versions, preventing confusion and ensuring that the latest and approved versions of assets are readily available to the team.
  • Brand Consistency: Consistency is critical for brand identity, as it fosters brand recognition and trust. Artwork Flow's brand asset management capabilities ensure that all team members have access to the correct, approved assets, thus preventing the use of outdated or unauthorized materials.
  •  Collaboration and Workflow Efficiency: Artwork Flow streamlines collaboration by allowing multiple team members to work simultaneously on different projects. Designers can share assets, provide feedback, and collaborate in real-time, promoting seamless teamwork and quicker project completion.
  • Secure Sharing and Permissions: Design teams can set permissions and access levels for different team members. This feature ensures that sensitive brand assets are only accessible to authorized individuals, minimizing the risk of unauthorized use or leaks.
  • Easy File Conversion and Formats: Artwork Flow often supports a wide range of file formats and provides easy file conversion capabilities, which is essential for design teams working on various types of projects and media.
  •  Time and Cost Savings: By offering an organized and efficient brand asset management system, Artwork Flow saves time that would otherwise be wasted searching for assets, reduces redundancies, and lowers the costs associated with reworking designs or recreating assets.

Emphasizing employee development and retention

Investing in the growth and well-being of employees cultivates a motivated and skilled workforce, dedicated to driving the brand's success. By offering opportunities for skill enhancement, training, and career advancement, the brand empowers its team members to reach their full potential. 

Engaged employees who feel valued and supported are more likely to stay committed to the organization, reducing turnover rates, and preserving valuable institutional knowledge. A culture that places emphasis on employee development creates a positive work environment, promoting creativity, innovation, and continuous improvement. 

As employees grow, they become brand advocates, aligning themselves with the brand's mission and values, and contributing to a cohesive brand image. Ultimately, a focus on employee development and retention not only enhances the brand's internal strength but also contributes to its external reputation as a brand that values and invests in its people.

Implementing effective project management

Effective project management involves a systematic approach to planning, organizing, and controlling resources to achieve specific objectives and deliver desired outcomes. It begins with clear project objectives, scope, and timelines, setting the foundation for success. 

Assigning the right talent and resources to each project is essential, as is establishing roles, responsibilities, and communication channels within the project team. Regular monitoring of progress, identifying and addressing potential risks, and adapting to changing circumstances are integral components of effective project management. 

By fostering collaboration, providing clear direction, and leveraging tools and methodologies, brands can optimize project delivery and achieve strategic goals. Effective project management ensures that the brand's growth initiative stays on track, mitigates potential disruptions, and empowers the team to tackle challenges with confidence, ensuring the brand maintains its structure and focus amidst rapid growth.

Continuously evaluating and adjusting

Brand growth requires continuous evaluation and adaptation. Regularly assessing performance and progress enables brands to identify areas for improvement and adjust strategies accordingly. 

This involves gathering feedback from customers, analyzing data, and monitoring key performance indicators (KPIs) to gauge the effectiveness of brand initiatives. By embracing a culture of continuous improvement, brands can stay agile and responsive, making informed decisions to adapt to evolving customer needs, industry trends, and competitive landscapes. Regular evaluation and adjustment enable brands to fine-tune their approach, capitalize on opportunities, and address challenges, ensuring sustained growth and a competitive edge in the market.


Building and steering a brand's growth without sacrificing its structure is a delicate yet essential endeavor. By understanding the significance of brand structure, establishing a strong foundation, and developing scalable growth plans, brands can confidently navigate the challenges of expansion. In such cases, Artwork Flow can be a valuable asset, providing comprehensive solutions for creative collaboration, brand asset management, building brand guidelines, and online proofing that help brands maintain coherence as they grow rapidly. Brands can save critical resources at every stage of the process while ensuring efficient workflows, consistent brand identity, and streamlined communication even during periods of rapid expansion. To know more, book a demo today

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