Branding is a crucial aspect of any business, as it helps to establish a strong identity and differentiate a company from its competitors. However, choosing the right branding strategy can be a challenging task, especially when it comes to deciding whether to create separate brands, make sub-brands under one master brand, or keep everything on one website. In this article, we’ll explore the branding dilemma and provide insights into the different branding strategies and the dilemmas they present.
Creating separate brands can be a good option if you want to create a distinct identity for each product or service you offer. For example, Coca-Cola has separate brands for Coke, Sprite, and Fanta, each with its own unique visual identity and marketing strategy. This allows Coca-Cola to tailor their messaging to each product and target audience.
However, creating separate brands can be challenging in terms of brand recognition and consistency. Each brand would need its own logo, visual identity, and marketing strategy, which can be time-consuming and costly. It can also be confusing for customers who are familiar with the parent brand but may not recognize the sub-brands.
Sub-brands are a way to create a hierarchy of products or services under one master brand. For example, Samsung has a master brand for their electronics, but they also have sub-brands for their smartphones, tablets, and wearables. This allows Samsung to maintain a consistent brand image while also differentiating its products and targeting specific audiences.
However, creating sub-brands can be challenging in terms of managing brand identity and perception. The sub-brands need to be distinct enough to differentiate the products, but they also need to be consistent with the master brand to maintain a strong brand image. This can be especially challenging for companies that offer a wide range of products or services.
Keeping everything on one website can be a good option if you want to showcase all of your products or services under one brand identity. For example, Apple has one website that showcases all of its products, from iPhones to MacBooks to Apple Watches. This allows Apple to maintain a consistent brand image and showcase its full range of products and services.
However, keeping everything on one website can also be challenging in terms of organizing and presenting the different products or services. It can also be confusing for customers who may be interested in one specific product but are overwhelmed by the full range of offerings.
Choosing the right branding strategy for your business requires careful consideration of your goals, target audience, and resources. Each branding strategy has its own benefits and drawbacks, and it’s up to you to decide which strategy aligns best with your overall vision and goals. Whether you decide to create separate brands, make sub-brands under one master brand, or keep everything on one website, it’s important to maintain a consistent brand identity and provide a clear message to your customers. Also, sometimes, there is no clear answer to that, as each option has its advantages and disadvantages.