SERVICE BRANDS SELL PRODUCTS TOO

Using Brand Architecture for Your Evolving Business

service brands sell products too blog cover

YOUR (VERY BRIEF) INTRODUCTION TO BRAND ARCHITECTURE

Brand architecture is something we small business owners don’t often have to worry about because it relates to the organization of sub-brands that exist within a particular business. If you have many sub-brands, you may not be a small business anymore.

Branded House

A branded house is another name for a master brand or parent brand that has a series of sub-brands that fall under the same name. FedEx and Google are great examples of a branded house because all of their sub-brands are clear extensions of the master brand.

fedex branded house fleet
Google’s branded house products

Endorsed Brands

An endorsed brand is when the master brand is affiliated with its sub-brands but each sub-brand has its own unique brand identity. This allows the sub-brands to leverage the equity of the master brand, reassuring customers by giving it their endorsed seal of approval.

Kellogg’s endorsed brand cereals
marriott hotels endorsed brands

House of Brands

A house of brands will have a series of sub-brands that share no obvious relation to their master brand. Think Nestle, PepsiCo and Unilever. The PepsiCo house of brands includes a wide range of beverage brands beyond Pepsi itself, as well as brands like Lay’s and Tostitos, and even anything under the Quaker brand name.

house of brands example using Pepsi Co products
These are all PepsiCo products [image courtesy of Packaging Digest]

Hybrid Brand

Some brands will use a hybrid brand architecture approach, meaning they use more than one brand architecture model mentioned above.

hybrid brand example of my client’s company and offers

HOW TO BRAND PRODUCTS INSIDE YOUR SERVICE-BASED BUSINESS

Having clarity on your products and the role they play in your brand at large is so important. It’s the best way to simplify your operations from the get go, allowing you to have a given framework to follow with each new service or product you introduce.

  • Free or Low-Cost
  • Mid-Level
  • High-Ticket

FREEBIES or LOW-COST PRODUCTS

Targeting: new leads and audiences
Goal: build brand awareness by introducing the brand to new audiences
Includes: lead magnets such as simple guides, webinars, and one-off templates

  • Heathy Eating 101 guide
  • No Fuss Food Tracker template

MID-LEVEL PRODUCTS

Targeting: existing leads and community
Goal: build trust around the brand
Includes: mid-range affordable products like an evergreen course, subscription offer, or a recurring training series.

  • Friendly Foodie Winter Challenge
  • The Friendly Detox Program

HIGH-TICKET PRODUCTS

Targeting: very specific niche audience
Goal: to evolve into their own brand and business model
Includes: premium products and signature programs that could be developed as their own independent entity

  • The Going Vegan Blueprint by the Friendly Foodie
  • Vegan Vacation by the Friendly Foodie

STRATEGIZING YOUR EVOLVING BUSINESS

As your business evolves, having a strategy to guide your brand is key. With every new offer you develop, carefully consider:

  • the role it plays within your brand and business
  • what goals you have for it long-term
  • whether it should be branded with a value-first, brand-first, or product-first approach

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Jenny Henderson

Jenny is a brand strategist and designer who works with service-based solopreneurs who are struggling with brand awareness. www.jennyhendersonstudio.com