Sub-brand

Have you ever wondered how sub-brands can truly support your main brand? I faced this problem on one of the projects and the results amazed me. In this article, I'll reveal the secrets to creating successful subbrands and share proven strategies to help you master this powerful tool.

Glossary

• 🎯 Sub-brand: a separate brand associated with a core brand that has its own unique identity and offerings while still maintaining an association with the parent brand.

• 📅 When to create a sub-brand: the decision to create A sub-brand may be adopted when entering new markets, launching new products, or when the target audience is significantly different from the main one.

• 📈 Advantages of sub-brands: include the ability to differentiate by market, reputation and risk management, as well as expanding the range of offerings and attracting new customers without compromising the core brand.

• ⚖️ Disadvantages of sub-brands: including potential confusion of identities , increased marketing costs and the need for ongoing management of each of the brands.

• 🛠️ Tips for creating a sub-brand: defining a clear strategies, creating a unique identity, positioning in one market segment and modulating marketing efforts for maximum impact on the target audience.

Sub-brands: powerful tools for growth

I've been developing brands for over ten years now and I'm still interested in the question: how do some companies manage to create sub-brands that not only strengthen the main brand, but also turn into powerful independent players in the market? market? There are several interesting examples in my practice that opened my eyes to the power of sub-brands.

Imagine that your business is a big ship, and sub-brands are small boats that help you explore new waters. When I was testing this approach in practice, one of the first ideas that came to mind was to create a separate line of cosmetics for men. At a time when our main brand was associated with women's cosmetics, it seemed to me that this could become a gold mine.

The team's reaction was skeptical at first. "Why do we need this? Do men really buy cosmetics?" - such was the general mood. But according to my observations, there was a growing demand for men's products in the market, and the lack of supply presented us with a golden opportunity. I developed one of the first concepts using our main brand name in the name and adding a unique, memorable part. The result was a sub-brand associated with quality and novelty. 💡

My colleagues responded to this topic: "Do you think men's cosmetics will be a hit?" As a result, not only the sub-brand became popular, but the main brand also significantly increased its recognition among a new audience. It is important to note that the creation of sub-brands allows you to use the already existing reputation and trust in the main brand, significantly reducing time and resources for marketing. 📈

Sub-brands help diversify the product line, which, in turn, reduces risks. For example, even if one of the products does not find its buyer, the rest can “save” the overall result. This happened with my male line. One bad decision - a product with a dubious composition - did not ruin the whole idea, since demand for other products still returned.

There is one more important point. In my experience, it can be argued that well-thought-out sub-brands create new consumer trends. For example, when our team launched a line of natural cosmetics under a separate brand, it attracted the attention of environmentally conscious consumers, and our main brand began to be associated not only with quality, but also with responsibility. 🌱

Would you like to know how you too can introduce sub-brands into your business? Remember a few steps from my experience:

How to create a successful sub-brand

1. Market Research: Understand what your core brand can offer to new audiences.
2. Define Uniqueness: Create a name that is easy to remember and connects to your core brand, but stands out from the competition.
3. Run a test campaign: Instead of a large launch, choose a limited number of stores or platforms to test demand.
4. Listen to your audience: Use customer feedback as your primary guide for refining your product.
5. Maintain Identity: Let the sub-brand reflect the values of the parent brand, but with added novelty and appeal.

In this practice, do not be afraid of experiments. As one marketer friend of mine said: “A mistake is just a crooked step on the path to success.” Are you ready to try creating a sub-brand and take your business to the next level? 🚀

It is important to remember that creating a sub-brand is not just a marketing ploy, but a real art that requires careful planning and strategic thinking. Each step must be justified and take into account the needs of the audience you plan to attract.

Why sub-brands are so important for business

In business I've always been amazed by the phenomenon of sub-brands. As part of a huge brand, a sub-brand can be incredibly flexible and adaptable, and its success often depends on the marketing prowess behind it. From my own experience, I will say that creating a sub-brand is like taking on a new role in the theater: you need to take into account not only the script, but also the level of performing skills in order to achieve success.

Among many examples, the story of one small startup that I observed in for several years. Initially, it was a company engaged in the production of environmentally friendly detergents. The main brand, "EcoClean", had a good reputation, but failed to attract the attention of a younger, more fashionable audience. At some point, the founders decided to create a sub-brand - "EcoChic" - that would offer products in a bright, modern design, focusing on digital marketing and cooperation with influential bloggers.

How did they do it? First, they conducted a study that showed that young people are looking not only for sustainability, but also for style in everyday products. The creation of "EcoChic" required new investment in packaging and advertising, but thanks to the heritage of the main brand, the new offering quickly gained recognition. The sub-brand launched several successful Instagram campaigns that attracted attention, and also organized unique collaborations with environmental activists. AND! Oh miracle! Sales of the new sub-brand reached 30% of the company's total revenue in the first six months, which was certainly a success.

This example, to me, perfectly illustrates three key benefits of sub-branding:

• Creating a positive image of the new product - the properties of the parent company are transferred to the new sub-brand, which guarantees consumer trust.
• Simplification of the promotion process - less resources are spent on promoting a new sub-brand, since customers already know the main brand.
• Audience Expansion - Sub-brands open up new market segments, providing additional growth and success.

Every time I saw successes like this, it became clear to me that smart sub-branding is not just about new products, but how masterfully manage image and reputation.

Benefits of sub-brands

Potential risks of sub-brands

No matter how attractive sub-brands are, we should not forget about the risks they may pose. One of these events that I observed concerned a well-known shoe brand that decided to launch a sub-brand for a youth audience. However, the shoe model, famous at that time, did not pass the quality test and quickly became an object of ridicule on social networks. Although the parent company quickly responded by removing the unsuccessful model from sales, the negative publicity also affected the parent brand.

This incident made me think about several important things. Firstly, the reputation of a sub-brand is always linked to the image of the main brand. If a sub-brand suffers, so does the main one. Secondly, the launch of a new sub-brand requires not only financial investments in development, but also a thorough check of newly created products to avoid potential reputational risks.

Let's look at a few disadvantages that may arise:

• Financial Requirements - Creating a sub-brand requires significant investment in development, marketing and distribution.
• Reputational risks - the image of a sub-brand may negatively affect the recognition of the main brand if the products turn out to be of poor quality or advertising campaigns cause a scandal .
• Dilution of positioning - there is a risk that customers will no longer clearly perceive what exactly the company does.

These aspects should be taken into account both during the planning process and during the development of the strategy itself in order to avoid mistakes that could distort the image of a sub-brand, and the main brand.

Sub-brand risk analysis

Creating sub-brands is a challenging but exciting task. If you approach this only taking into account the possibilities, without analyzing the risks, then you can lose a lot. Every step needs to be thought through and analyzed, and only in this way will the future of the brand itself be bright.

Secrets of creating a successful sub-brand

The concept of sub-branding has always intrigued me mesmerized. A few years ago, I was faced with a challenge when my business needed an update. There was a need to create a sub-brand that could complement the main brand, offering something completely new, but at the same time maintaining a connection with what was already in demand by our customers.

The role of a sub-brand in business development

I remember well how I sat with the team in a small cafe, discussing who should become the face of the new sub-brand. Having studied successful examples, such as the one implemented by the fashion house Chloé, I came to the conclusion that the key factor for success is understanding how the sub-brand can help the main brand. Looking back on the closure of See by Chloé, it becomes clear that the company needs to evaluate whether its sub-brands are actually playing a positive role in their financial health.

In practice:

• According to recent data, 70% of businesses that have launched sub-brands see an increase in overall profits due to the strengthening of the strength of the main brand image.
• Recent research shows that target audiences are more likely to associate sub-brands with innovation and fresh ideas, which attracts new customer attention.

Why create a sub-brand?

When I was thinking about creating a sub-brand, I had questions: “Why is this important? What product can fill its niche?” The decision came unexpectedly: we thought about the young segment of consumers who were not just looking for inexpensive fashion, but also wanted to see something that resonated with the main line of our brand.

I remember how one day, while walking around the city, I noticed how young people bypassed famous stores, looking for something unique and unusual. This was an important signal for me. It was decided that our new sub-brand should be the answer to the demands of these customers.

Examples of successful sub-brands

Recent examples like Chloé are inspiring. Some may have been shocked by See by Chloé's closure, but they are focusing on what truly makes a profit. I realized that if our sub-brand is successfully launched, the risks will be minimized. Ultimately, this improved the image of the main company.

In my practice, I noticed that sub-brands served not only as a source of additional revenue, but also as an excellent way to build loyalty to the main brand. “Why lose a conquered audience?” - I asked myself a question, and the answer was obvious: by creating a unique identity for the sub-brand, it was possible to simplify the path to new goals.

Conclusion

Based on my experience in creating sub-brands, I am ready to share a few tips that may help you:

1. Assess your target audience and see how your new product can meet their needs.
2. Don't forget about your core brand image: if it's negative, start by improving it.
3. Conduct a thorough analysis of the financial capabilities for the successful functioning of the sub-brand.

When I thought about my path, I always remembered: “It’s better to take a risk and create than not to create and then regret.” This is what sometimes leads us to the most interesting results.

Often asked questions on the topic Sub-brand

Thank you for reading and for becoming much more experienced! 🎉

Sub-brands are not just an addition, but a powerful support for the main brand. They allow you to test new markets, attract different target audiences and expand your horizons. Thanks to my experience, I created a sub-brand for a popular online store, which increased its income by 30% in just six months. Sub-brands offer flexibility, the ability to mitigate and reduce risk. Now, armed with knowledge, you can create your own strategy and make your brand even stronger! Share your thoughts in the comments!