Download: MP3 (Protected Content!)

In most cases, a brand has a single tier with one mission, purpose, and set of values. The brand foundation is where the products stem from, how the services are handled, and points everything back to the parent brand.

Sometimes a product has the ability to stand on its own, to create a personality above and beyond the brand it comes from. It develops its own mission, purpose, and values, and tells its own story.

Not everyone should have a sub-brand, but there are some instances where it might be beneficial to create one.

Brand is all about personality and connecting with your audience on a deeper level. A sub-brand is about focusing into your audience and offering a segment of those people something different.

In this episode, we dive into brand architecture and talk about when you might consider developing a sub-brand.

Already have access? Log in »