Home – New Forums Marketing mastery Sub-brands – Does your business have any & how would you handle them?

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  • #967026
    mike@engagemarketing
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    Hey Solo’ers/Solo’s?

    I’m about a month away from launching a sub-brand of Engage Marketing. Have any of you launched sub-brands of your business and how did you handle the logistics and all of the little things involved?

    My main questions are:

    1. Did you/Would you install a seperate phone line or answer calls as “Hello thanks for calling Widgets R Us & Sub-Brand”
    2. Did you get a seperate ABN (i don’t think its necessary, but would a seperate entity allow an easier sale of the sub-brand?)
    3. Did you tell customers of either business that you were part of or associated with the other?
    4. Should I give it its own bank account?

    At the moment i have registered the domain name and tossing up between the contact page giving the phone number of my regular business and saying something like “Answers from our sister business, Engage Marketing” and explain the relationship.

    #1022733
    King
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    you’ve seen that show on ABC about small business, and the guy who has all thse phones on his desk (albeit with different person names on each).

    Seriously, if the sub brands are going to be significant then maybe a new number and all the other things you mention. But then can a lot of those wait till things hit the ground properly?

    Maybe think in terms of divisions of the business – so CBA has personal banking and business banking, but all are still CBA

    #1022734
    Past-Member
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    It really depends on whether the sub business is related to the first business (ie services / products) or entirely different.

    I think in the About Us area acknowledging in small text that you have a ‘sister’ business on both sites and giving the link would be a good idea.

    #1022735
    markosolo
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    It depends what you are trying to achieve by creating the sub brand. I am not sure if we are talking on the same level, but I recently started a second company doing exactly what my first company does, except targeting the opposite end of the market.

    The new brand is funky and personal, and targets the lower end of the market(budget), whereas my original brand is professional and targets the high end of the market.

    I would never want the two brands to be associated because it would bring down the perceived target market for the higher brand. But that’s my personal opinion.

    Are we talking about the same kind of thing?

    #1022736
    mike@engagemarketing
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    Thanks for the responses (both on here and those that have emailed me).

    The new brand will be a complimentary service rather than the same service marketed to a different market as markosolo has done. Basically it is a marketing tool so it fits under the banner of the services which we currently do. This just allows us to seem more specialised and really go after a market gap.

    I think for the time being that I’ll operate from separate web & email addresses, get a separate bank account but answer phones from the same number as logistically thats a bit of a pain.

    Look out for my survey in the sales & marketing area which will give you an idea of what this new brand will be about!

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