Know-How Exchange : Branding

The key to branding is focusing the brand's reason-for-being on a narrow target audience with a very specific need.

The brand isn't about how many different things you can do, but rather on the single most important benefit your target audience will realize. The more important the benefit and the more specific the target audience, the stronger the brand will be -- if/when you communicate the benefit clearly and consistently.

With that as a preface, it's important to understand WHY you would want to include such a diversified group of activites under the same brand. Each of the activities appeals to a different target audience and delivers different benefits. The only thing they appear to have in common is that they share office space.

I've often joked with clients who want to use a single brand name for several different benefits/audiences, asking them, "Why not add a barber and a surgeon to your group, and use the brand for all of you?" It's obviously absurd, but it makes the point.

hi sudhakar

like others have mentioned, i second that it will not be impossible to bring all under single brand, you can always a give name and try to make it a brand, communicate that etc.
BUT the question is will THAT brand name serve the purpose???

so, first decide what you want to convey with this umbrella brand name? Whats the purpose?? how are your different from other similar companies? what is that you do in all those diversified ventures are in common?

what comes from the top of my head as a way to umbrella brand is to highlight on the

a) Real Estate Solution Provider for all Business Venture aspect (honestly i am still not covinced)
b) Construction aspects
c) Design aspects

points 'b' and 'c' are not worth. so i suggest you to think on the point 'a' aspect for umbrella branding for this diverse group of activities.

hope this helps.

cheers!!