Are you launching a new product or line of products that don’t pair up well with your existing ones? If so, mixed branding may be just the solution you’re looking for.
What is Mixed Branding?
When Toyota, the popular Japanese economy manufacturer, launched the luxury brand, Lexus, there was a problem. Lexus was designed to be a luxury car. Marketing for Lexus needed to be completely different – targeting a wealthier audience. The masterminds behind the scenes made the decision to incorporate mixed branding. The plan went over so well, you may not have even known until now that Lexus’ mother company is Toyota.
That’s just one example of mixed branding. Not all situations are as drastic. The mixed branding design concept is defined as when a company takes the initiative to use more than one brand name to market a product or products to different audiences.
Scenarios within Mixed Branding
A mixed branding strategy can be as simple as developing a different brand identity for the same product or line of products to market two groups completely differently. Or it can used when adding a product or line into an offshoot. Let’s take a look…
Sub-branding occurs when both the appearance and identity of a store or company is changed to accommodate a product or products, like Lexus was created under a sub-company. This mixed branding strategy is especially useful when your main company is expanding, and you’ll want to market products in unique ways to different audiences.
Sub-branding can also be used to sell the same product to different sectors by changing the name of the product. For instance, if your skin care line has several products that have properties that treat acne and fine lines and wrinkles due to aging, sub-branding would be a wise move. You could then target both teens and mature women.
Co-branding is an example of mixed branding that often takes place when two products or companies go well together and work alongside one another to promote their products or services. Together, sometimes the entire line of products takes on a new brand identity complete with a different name, brand logo, and marketing. Kayne West and Adidas created “Yeezy”. Likewise, Hershey’s has co-branded with Betty Crocker in cupcake and cookie mixes.
Store branding is a branding strategy that involves having a relationship with a manufacturer that allows you to “white label”, or put your own brand name, logo design, and so forth on their product. This is a common practice when selling skin care formulations, candles, and other items on online platforms such as Amazon or Etsy. It is also often used when grocery stores sell goods as their store brand.
Private Label Branding
Private label branding is when a manufacturer creates a brand that is sold exclusively to retailers. The item retains its own identity but is sold only in specified stores or locations. If your store has exclusive rights to sell a certain product, mixed branding may be in order.
When the identity and image is adjusted for different geographical locations, it is known as location branding. This type of mix branding strategy is very effective for reaching targeted areas and different cultures.
Benefits of Mixed Branding
The strategy of mixed branding centers around gaining advantage such as:
Expanded outreach. Connecting with a new targeted audience helps leverage marketing to maximize results.
Flexibility. If your company is expanding, mixed branding allows you to add a new audience without sacrificing the established one.
Growing opportunity. By unlocking new avenues of revenue through the process of mixed branding, you’ll have the potential for more business and more profit.
New reputation. If you want to separate your new product or products from an old reputation, mixed branding can bring the results of rebranding.
Control. With mixed branding, you have more control over to adapt your brand to the audients you would like to target versus the audience you already have.
Is A Mixed Branding Strategy for You?
If you’ve recently undergone changes or an expansion in your business, mixed branding should be a consideration. Strategizing your new brand identity, logo design, and marketing can be challenging. It is best to hire an expert to fully develop the branding for you.
If you are interested in finding out more about mixed branding, reach out to the talented team at Mad Mind Studios for more information.