Know-How Exchange : Branding

Dear Justin,

In response to your question, look at things from the point of view of athletics. Do you emphasize the sprinter's legs, or the sprinter? Do you focus on the stroke, or the swimmer?

When medals (customers or new business) are won, the winner is the whole shebang, not just a part of the whole. I think often, the sector mentality can become the centre for a lot of confusion on the part of customers.

Would the departments you're talking about themselves exist without the company as a whole? Perhaps. If your company is the size of IBM, or Google.

But even so, IBM and Google are seldom seen as having smaller parts. True, Adsense and Keywords in the case of the latter, and mainframes and so on for the former. But as a whole, the public sees the whole as a whole, and continues to do so, unless well informed otherwise, which can be expensive.

By all means roll out a strong brand for your IT systems, but why not use the strengths of your main operation to support and reinforce your position, thereby giving it even greater presence?

Just a thought. I hope this helps.

Gary Bloomer
Wilmington, DE, USA

I would say that you need to think about your products and services: can you weave a message or story that provides a unifying theme? If so, brand the company and not the products. If not, separate branding might be less confusing.

Would I buy food and cleaning products from a single brand? Probably not. But IT services from a company that also provides outsourcing, process improvement and change management? Sure - it feels like a package.

Generally - prefer the single brand strategy, but it depends on what the other offerings are.

Good luck!

Natalie

Neither. I'd make my message on what benefits you provide to your potential customers. Ideally, what you do is invisible - it's the results that you help your customers achieve is what's key. Brand yourself as the answer to their tough business problems.