#20 - One brand, multiple product lines

Author

Nathalia Montenegro
August 26, 2023

Did you know that you can write to me with about a challenge or question and I will do my best to help you?

Yep, today's issue is based on my reply to someone who wrote to me the following question:

"What is the best way to brand different product lines? They should all have the same identity and positioning? Or each line/product should have its own?”

My answer was: it depends!

This problem (and confusion) is solved by what we call brand architecture.

Brand architecture means organizing different products and lines (sometimes even other brands) in a way that makes sense in the customer's mind.

Literally, how to communicate multiple offers in a way that helps your customers navigate and buy the options available instead of feeling confused and walking away.

There's no one recipe fits all because it depends on the kind of business you operate. However, I will tell you about a general rule you can use to think about your products and brand architecture.

Changing how you see your business changes everything.

The two most important things for a brand is an audience and a vision.

To structure your product lines in a way that strengths your brand instead in a way that dissolves it, is to start with a clear foundation: who's your audience and what is your vision for them.

  • Audience means to the people you serve.

  • Vision mans the impact you want to create for them. What do you want them to achieve, overcome, or experience?

I will illustrate with a story:

Let's say you're a coffee machine brand and manufacturer - Brand Z.

  • Your audience is people who love specialty coffee.

  • Your vision is that every cup of coffee is a ritual and a moment to appreciate.

Think about audience needs

One way to think about product line architecture is based on audience needs:

For example, some people want to have coffee at home, others in the office. Some people want it made into a practical ritual, while others like to pay high prices to have a full experience out of it.

For each of these needs, there is a potential path for a new product line.

But they all must have something in common: they all speak to the same audience, people who appreciate specialty coffee.

So, your main brand identity should focus on positioning your brand as the right choice for people who appreciate specialty coffee. They are the ones you want to connect with doesn't matter what you do.

What ties all products together is that they speak to the audience but are positioned for a specific need.

The brand identity is the same, but the message changes according to what people get out of each one of them.

But the one thing they must have in common is that they position and deliver the experience of making each cup of coffee feel like a ritual because this is the main promise of the brand.

If you have different identities inside your brand, it will be confusing to the audience, and it will be hard to establish a strong relationship of trust.

Usually, an umbrella brand is more related to how you uplift the lives of your customers in the category you operate, and the product lines are focused on one specific need or value (more luxurious, more practical, at home, on the go).

If your business serves different audiences, then the best path would be to create a sub-brand for each one of them that speaks directly to their needs and preferences.

The sub-brands connect under the main brand that carries one promise. For example like the brand Dove - They have one promise under Dove but they developed sub-brands for different audiences:

  • Dove (for women)

  • Dove Baby

  • Dove Men +Care

Under each sub-brand they have multiple product lines that speaks to different needs.

Now, it’s your turn…

Even if you don't have multiple products under your brand or lines, this is a good exercise it identify opportunities to develop new offers, products or services, or even just understanding better your audience needs.

Action step

👉 Set aside 20 min to work on your version of this exercise and gain the clarity you need to set your business for authentic growth.

Warmly,

Nathalia Montenegro

P.S : Ready to find out exactly what you need to do next to grow your business?

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PS2: New here? Read the previous issues of this newsletter here.