Sub-Brands: Danger Ahead

Professional services firms often feel compelled to create separate sub-brands for their latest new service line or initiative. Beware! Sub-brands can create a slippery slope of problems. Before you know it, there is a hodgepodge of logos and identities that have been created without the rigor of a true branding effort. And years of studies indicate that too many sub-brands tend to create client and prospect confusion; rather than signaling expansion or innovation, sub-brands can often dilute your main brand. 

When is a sub-brand appropriate?

If you can’t answer yes to all of the above, you should probably create your new service line using your existing brand.

Here’s why

Consider that IBM, one of the most successful marketers of all time, has literally hundreds of products in almost as many markets. Yet every one of those products both carries and reinforces the IBM brand.

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