For many B2B (and B2C) companies, multibranding is part of their overall marketing communication plan. But finding the most efficient way to implement a multibranding strategy can be a challenge! Vintage solves this by creating communication tools for multiple brands from the same platform, allowing maximum reuse of content. It’s an approach that saves time and costs for our clients.
Multibranding offers many advantages. Since most markets are divided into several segments, B2B businesses who use different brands to target specific segments can achieve a higher market share. High visibility of multiple brands increases awareness of the company as a whole and offers consumers more alternatives, a strategy that is particularly successful with customers who tend to switch between brands frequently. With an effective multibranding plan, newly acquired companies can be integrated smoothly under the ‘umbrella’ brand, building the portfolio while keeping the name, identity and reputation they have already established.
However, these advantages are lost if the company has to recreate tools and content from scratch for each brand. As well as requiring a significant time investment, this approach is costly, inconvenient and difficult to control. Vintage takes a different approach, implementing multibranding strategies with tools that have proven repeatedly to be faster and more cost-efficient.
For a client whose strategy covers four brands, we developed a portal application supported by a single company and product database. The portal is used by the client’s sales and marketing teams and product managers to generate branded marketing material for their company, in their preferred language. All the information comes from one source. General information is entered in the system once and ‘inherited’ by all the brands. Product data is also reused wherever possible. The output generated (communication tools and imagery) features the relevant brand logo. In other words, it’s the same data but branded differently. This portal is used by about 5,000 company employees worldwide every day.
For another client, we developed a platform to create interactive brochures for multiple brands. Brochures can be composed based on predefined page templates and can include videos, animations and 360° rotating product views. The platform, its functionalities, content blocks and user interface are reused for all the brands. However, the output looks different with each brochure complying with the specific brand’s corporate identity guidelines.
These examples show that powerful multibranding can be achieved without practical challenges, a time-consuming workload or high costs. A well thought-out and user-friendly approach can be hugely beneficial for your company – and we can help you with that!