Brand within brand

December 8, 2014

“The power of the micro-brand”

Dilesh Bhimjiani, Co-founder & Managing Partner

In a world of boundless opportunity, businesses need to compete more fiercely than ever before. They can’t simply dip their toes in the water when it comes to branching out; they need to specialise in each area of interest.

Micro-branding is creating an altered identity for a division of a master brand, allowing it to take on its own personality under an individual tone. For it to have substance, it should stem from the master brand, leveraging its strength. But for it to excel in its own right, it should be engrossed within its own sector or specialism.

Taking Barclay’s for example. In a time where the UK banking sector is still recovering from an economic downturn and regaining reputation, they position their micro-brands with distance from the master. Allowing each to showcase their specialism and to select the target audience with heightened precision, away from preconceptions. Barclays Capital, Barclays Wealth and Barclays Commercial, to name but a few, each add individual value to the Barclays brand as a core, by branching out with knowledge, confidence and tailored strategy to each area.

To reference an entirely different sector, micro-branding is present in a more visual form within fashion house Armani. Emporio Armani, Giorgio Armani, Armani Jeans and Armani Exchange each have individual identities, price ranges and audiences but not without a strong link between them. Widening the reach of the Armani brand without compromising its overall position.

Micro-brands exist with purpose, creating a closer touch-point for people who might find the master brand out of reach. Embracing the ‘Think global, act local’ idea, which encourages brands and businesses to relate to the local customer, whilst still operating on a much bigger scale. Giving people the individual, personal experience that is so appreciated in today’s market.

Micro-brands exist with purpose, creating a closer touch-point for people who might find the master brand out of reach.

But this isn’t simply an external thought; micro-branding should be used to great effect internally. Business units and teams also offer their own individual value, but they too must keep the master brand at their core, whilst building their own identity within the master brand. This is fast becoming the single most important factor in decision making, as to which teams are respected, resourced and supported by their peers and also the leadership team.

When ideas and micro-channels are crafted with brand at the core, the potential for widespread growth is great.

Ready to build and define your micro-brand? Get in touch.

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