Branding an existing brand

If you already have an existing business, but decide to create products or e-courses, it could be wise to brand these separately than your current branding. This is a gray area in branding in that there is no universal agreement on the best method, and it definitely depends on your unique brand on how to handle the transition. This refers to the brand architecture, which is the hierarchy of brands within a single business.   NEW BRAND: The need for a new brand for a product or e-course relies on the nature of the brand extension. For my e-course, I opted to create a new brand identity, yet also allow it to relate to my current Spruce Rd. branding. I went this direction in order to set it apart from my existing branding, and to generate excitement about the course. If you decide to separate your product or e-course launch from your existing branding, it is important that you maintain synergy between the the product and the parent company. An example of this is Oreo and Nabisco. Nabisco, the parent company, has its existing brand and a series of products underneath it. Oreo has its own branding, because it serves a unique audience, but also benefits from the association with Nabisco.   As you can see, this can get a bit muddy! I ran into this situation frequently when I worked in-house at a university. Each department, student organization or event was at question on how to best brand it. The best takeaway is to make sure the new product or e-course aligns with your existing brand, and maintains the integrity of the brand recognition you have already established.   EXISTING BRAND: If your brand is strong enough, and if your products are all complimentary of each other, you could stick with your existing branding. This has been the case with Apple. They have multiple products, yet maintain the same branding for each launch. Whether it is an iPhone, macbook, or apple watch, the branding is easily recognizable as Apple. This has definite benefits to solidifying their brand, however this tactic does not work as well if a brand offers an array of products that don’t compliment each other. Apple products have similar functions, and are all in the tech field. If your products are too contrasting, I recommend treating them with their own brand.