So you have been developing your online brand identity, making sure that your website is both enticing and user friendly. But, now imagine this challenge:
“There are five brands within a larger corporate brand. Each brand is required maintain their own online identity, but must also stay connected to the parent company.”
Yeah, I would define that as a very large, but very exciting challenge.
However, this is only one scenario for a company comprised of multiple brands. For one company it may be better to keep the brands separate (not creating any connection between the online identities of each brand), while for another company it may be best to completely intertwine all the brands under one umbrella. There is not a single answer for if and how a parent company should connect their various brands online, but below are a few examples of possible routes.
Creating Connections Between Multiple Brands
The following is a breakdown of the different approaches that parent companies have used to connect (or not connect) their brands together. Using real-life examples, I show how some companies have been able to successfully implement strategies to either connect or maintain separate brand identities, and how “consistency” and “connection” seems to got lost in translation for other companies.