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5 Rules for Your Sub-Brand Keyword Strategy
By Neil Patel
If you’ve tried Coca-Cola, you’ve probably had a Diet Coke.
If you use Google as your preferred search engine, chances are you have a Gmail account.
What’s the link between the two? Both are high-profile companies with high-profile sub-brands.
Think of a sub-brand as a room in a house and the house as your brand. Successful sub-branding means targeting the right audience with the right product.
If sub-brands are part of your company’s brand architecture, a well-defined sub-brand SEO strategy helps keep the lines clear.
Brands like Coca-Cola and Google do this well, making it clear how their sub-brands are related to but different from the parent brand. From an SEO perspective, this makes for an ideal keyword strategy.
I want to help you do the same with your brand architecture.
These five rules will help keep your sub-brand SEO keyword strategy true to your brand image while allowing your sub-brands to uniquely stand out.
Why Do Businesses Create Sub-Brands?
To sub-brand or not to sub-brand?
That is the question.
As you build your business’ brand, it’s tempting—and often strategic—to widen your footprint over time.
Companies across all industries have portfolios with multiple brands. Sometimes they develop these brands themselves. Sometimes they acquire them.
There are a lot of good reasons to create a sub-brand. Here are a few:
To Target Specific Audiences
In some cases, a business might want to distinguish between its flagship brand and sub-brands that target more specific audiences.
Take the car brand Toyota and its luxury sub-brand Lexus, for example. The brands operate independently under the Toyota umbrella, but they market to different target audiences. Having separate brands allows them to connect with each on a deeper level.
To Tap Into New Markets
Sub-brands are an opportunity to reach new audiences. Appealing to a new niche allows the parent brand to:
- Build a stronger bond with their current customer base
- Attract new customers
- Expand into a new, profitable revenue stream
Another approach might be for product expansion. Companies can use sub-brands to test a product on the market under a different brand name.
Who can say where they might end up?
To Uniquely Market Different Products
Whatever the motivations, sub-brands should stay true to the parent brand’s mission as they develop.
Each product has its own personality, feel, and set of features even though they are all separate items under the same umbrella company. This also means each sub-brand needs a separate budget for marketing and promotion.
So, of course, your sub-brand SEO keyword strategy needs to be sharp to support it.
Influencing search engines will take time, but it pays off when the conversions your strategy drives show up in audience and revenue.
#1: Think About the Audiences for Your Main and Sub-Brands
Look at the demand of your audience and prospective audience. How are you going to meet their needs with a sub-brand?
To answer this question, you must determine their search intent. Use keyword research to formulate this strategy.
Your content needs to provide them with the information they need. From …read more
Source:: Kiss Metrics Blog
