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Branding is part and parcel of any given business. It is instrumental in how a business grows and expands as well as becomes competitive and profitable. More than just promoting your products or services, branding entails carving your business image and identity. It’s about upholding your core values as a business and resonating with your target audience.

There is also what is called as sub-branding, which springs from the main brand of a company. Sub-branding includes new smaller entities that connect directly to your universal business brand. As your business develops, you’ll have to think about branding, which can potentially help your company reach out to a wide range of audiences and new niches. 

These sub-brands have to be anchored from your original brand. Keep on reading to learn more about sub-branding. 

Sub-branding in a nutshell

As the name suggests, sub-branding is when the main brand creates a subsidiary or secondary brand. As a rule of thumb, the sub-brands’ attributes should be unique or distinct yet related to the primary brand. Typically, sub-brands have their own brand standards, logo, colour treatment, and particular messaging they aspire to convey. 

A perfect example of sub-branding is Coca-Cola. Think about its sub-branding with drinks such as “Diet Coke” and “Coke Zero.” The sub-brands are very specific, yet anchored from the primary brand. Their goal is to engage more with their existing customer base and create new revenue streams.

Sub-branding vs. brand fragmentation

Brand fragmentation is “fragmenting” a company by creating new sub-sections of the same identity. It merely maintains minimal links between the new and existing identities of a company. For instance, Toyota had created the Lexus; however, the two entities seem to live independently of each other.

On the other side of the spectrum, sub-branding ensures that the company shares some fundamental factors of their personality and image with the newly formed entity. These fundamental factors include the following:

  • Messaging
  • Color palette
  • Typography
  • Imagery
  • Marketing campaigns
  • Logo

The benefits of sub-brands: 

The world of business is unpredictable and tumultuous. Companies need to work hard to adapt, diversify, expand, and grow to keep up with the market demands and to meet the changing expectations. That is where sub-branding comes into play and becomes highly relevant. On a more specific note, sub-branding can be beneficial for the following reasons:

  • Sub-branding allows you to expand your business into different niches while relying on your current identity to give your new creation the boost it needs. 
  • Sub-branding creates more exposure for both the main and sub-brands in a way that engages with new and existing customers.
  • Sub-branding ensures that your marketing message is as targeted as possible, which will yield better results and more profitability.

// Final words

Sub-branding is more than meets the eye. However, one thing for sure is that it is all about exhibiting different facets to your business image or identity. The goal is to reach out to a wide audience and create something that resonates with them. Overall, sub-branding can translate into the company’s growth and overall business success.

If you are looking for a digital marketing agency to help you brand your business, get in touch with us today to see how we can help. 

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