Ebook Sample Content Preview:
How to Create and Use Multiple Brands
Another aspect of branding to consider is when a company chooses to use multiple brands. You might well decide that you need more than one brand if you have lots of very separate services, or if you have products that you want to give their own branding.
A good example of this is Microsoft. Microsoft has a company brand, but it also has brands for many of its products and divisions. Windows for instance is its own brand and so is Xbox.
Not only does this make it easier to promote those different aspects of the business, but it also means that one part of the company can have an entirely different mission status and reputation than the other.
This becomes obvious when you compare the purpose and reputation of Windows with that of Xbox. At one point Windows and Microsoft had reputations for being somewhat old-hat and out-of-touch and yet the Xbox brand remained very strong – particularly in youth markets.
Consider making brands for your divisions and products if you want to branch out into lots of areas or if you want to create a whole movement behind what you’re doing.
On LinkedIn there is even an option to create both a ‘Company Page’ and a ‘Showcase Page’. The Showcase page is where you would put your smaller brands and this way you could promote your website entirely separately to your main business (https://business.linkedin.com/marketing-solutions/company-pages/showcase-pages).