Branded House vs. House of Brands
Making your brand recognition clear and effective
Most organizations start with a single, defined vision and mission—and one brand name. But over time, some grow, expand, and develop other offerings, services, and even additional entities and sub-brands.
Inevitably the question is asked: “What should we call this new initiative?”
In this moment, it’s tempting to let creative juices run wild to find a catchy, separate name and logo. But before valuable resources and time are spent creating a new brand for your latest effort, consider the benefits and challenges of a branded house vs. a house of brands.
What is a branded house?
Simply put, a branded house means there is one brand name with all offerings, products and services using that same moniker. Apple is a good example of a branded house, as every service from the company is clearly part of the business’ line of offerings (Apple Music, Apple TV, Apple iPhone, Apple Card, etc.)
What is a house of brands?
A house of brands is on the other end of the spectrum, in which every product, service or program has its own distinct and separate brand name. Think Procter & Gamble, which has everything from Oral-B to Tide to Bounty, and all under a single portfolio.
When should we use multiple brand names?
Before any organization—and especially a nonprofit or ministry—follows the model of P&G, it’s critical you pause and consider a few factors:
Is there any strategic, functional reason we need to be a house of brands?
Do we have the finances, resources, and time to invest in creating awareness and engagement for an entirely new, currently unknown name?
Will this dilute our brand recognition or make it more difficult for people to know who we are, what we do, and why we do it?
It often takes years of consistent, concerted effort to develop a solid brand with a memorable reputation. So before you decide to put a label with zero brand equity on your next project, program or initiative, consider all the factors. Or, perhaps you already have multiple brand names and it’s causing confusion or diluting clarity with your audience. It may be time to engage some strategic counsel to help determine what will best meet your needs, objectives and budget.