When a main brand (Parent Brand) creates a subsidiary or secondary brand.
For example, Amazon Alexa, Toyota Camry, DoubleTree by Hilton. Sub-brands are usually created as a tool to reach a new audience. Sub-brands then build and grow relationships with that new audience.
If you're selling different products/services under your parent company- visually contrasting brands can work to your advantage.
Beach Body as the parent company and their different products/services like Piyo, 21 Day Fix and 10 Rounds- these all look much different than their main logo and help the user in their contrast. These sub-brands set the tone for the experience and the user's expectation.
If you are promoting different groups and services to the same core of people to help define their place within the brand- you would want the brands to all connect and work together.
A church as the parent brand and their different small groups and ministries need sub-brands to help them define themselves while staying in line with the overall brand.
A messy brand is just about as useful as a messy bedroom- especially when it has a kid trying to find that one baseball sock it needs to find. I encourage to take a moment and pull all your brand's you manage together and decide how they are working for you and your business. Positioning a sub-brands is incredibly important to their success.
Would you like to discuss your branding? You can book your free consult, today!