Branding Decisions: A Sticky Subject

When does it make sense to create a new brand?

In one of our recent Office Hours, we tackled a common branding dilemma: when (and why) to create a separate brand for an initiative or entity. The question came from a community manager responsible for keeping current (and prospective) clients engaged.

Their instinct? Build a new brand and identity separate from the parent firm.

Our advice? Start by asking the why.

Here are a just a few guiding questions to help you decide if it’s time to create a standalone brand:

What’s the long-term vision?
Is this community intended to stand apart or remain closely tied to your firm’s equity and reputation?

Who’s the audience?
Are you targeting a unique segment that doesn’t align with your firm’s existing brand perception?

Does it dilute or enhance?
Will this strengthen your overall brand or risk fracturing your message?

What resources are needed?
A separate brand requires ongoing investment to maintain clarity, relevance, and impact. Can your team sustain it?

The ways in which you decide to brand your business’s products and services—your brand architecture—can have long ranging implications many marketers may not be aware of. We love digging into questions like these to help you find the clarity you need to move forward with confidence.