Done right, sub-branding helps you scale, stay organized, and make sense to the people you’re trying to reach. But it only works if the strategy comes first.
“Do we need a whole new brand for this?” It’s a question that pops up the moment you launch something new, explore a different market, or test an idea that feels a little too big for your current brand to hold.
Spoiler alert: Not everything needs its own logo.
In this guide, we’ll walk you through what sub-branding actually is, when it’s worth doing, and how to do it without turning your brand into a maze of mismatched logos.
What Is Sub-Branding, Exactly?
A sub-brand is like your brand’s younger sibling: same family but different personality. It has its own name, look, and job to do, but it still shares some DNA with the parent brand.
Famous Sub-Brand Examples:
- Google → Google Maps, Google Drive, Google Ads
- Coke → Diet Coke, Coke Zero
- Virgin Atlantic → Virgin Airlines, Virgin Mobile, Virgin Hotels
- Uber → Uber Eats
Some sub-brands stay close to home, sharing design elements and voice. Others break away more dramatically while maintaining a subtle connection. The key is intentional design.
America’s SBDC Delaware came to us with one goal: build a visual system that could grow with them as they expanded their programs and offerings. We designed a suite of icons that worked as standalone logos but still felt like part of the same family. Each one needed to be unique, clearly tied to the main SBDC brand, and flexible enough to support future growth if the programs expanded even further.
We started by pulling a clear visual thread from the original SBDC logo: the star and swoosh. It was recognizable, dynamic, and made the perfect anchor. That became the throughline connecting every sub-brand. From there, we refined the icon style until it matched the tone and personality of the larger SBDC brand.
When your programs grow, your brand should be able to keep up, without turning into a tangled mess of disconnected visuals.
When and Why You Might Create a Sub-Brand
- You’re launching a new service, product, or initiative with a distinct audience or purpose. Think Diet Coke. Still recognizably Coca-Cola, but with its own identity that speaks directly to calorie-conscious consumers.
- Your existing brand can’t stretch far enough to cover the new thing. Xbox gave Microsoft freedom to connect with gamers in ways that would feel jarring coming from the corporate parent brand.
- You need to signal a shift (in tone, mission, or experience). Meta (the parent company created as an umbrella identity for Facebook, Instagram, Messenger, and WhatsApp) was launched to signal a shift from being just a social media company to one focused on building the metaverse.
- You’re targeting a totally different market, region, or demographic. By creating Lexus, Toyota can appeal to luxury buyers without changing its reputation for being practical.
- You want more flexibility without losing all connection to your main brand. Lenovo’s Legion sub-brand lets them go all-in on gaming culture without forcing their mainstream business customers to identify with RGB lighting and esports culture.
Lenovo’s Legion line is a good case study for a successful sub-brand launch. Lenovo was already established in the business market with its ThinkPad line and was looking to expand into the gaming space. Its initial attempt with the IdeaPad line for gaming didn’t gain as much popularity with the community. But in 2017, Lenovo launched the Legion sub-brand, which quickly made a strong impression and secured a significant presence in the gaming laptop market.
When You Shouldn’t Create a Separate Brand
- Your current brand equity can carry the new initiative. If you’ve built strong trust and recognition, why start from zero? Leverage what you’ve built.
- Adding another brand would confuse customers. If customers need a flowchart to figure out what’s what, it’s not going to be effective.
- Your marketing efforts can dilute the focus on your main brand. Every brand needs its own strategy, content, and design. If splitting your efforts across several sub-brands spreads you too thin, it’s better to put your energy into making one brand great.
- Your team lacks the capacity to manage multiple identities well. A neglected sub-brand is worse than none at all.
- The new offering is temporary or experimental. It may not be time yet to invest in full-scale branding for something you’re just testing.
Sub-Branding Models: A Quick Look at Brand Architecture
Branded House is where every product or service follows its parent brand’s look, feel, and name.
- FedEx → FedEx Express, FedEx Ground, FedEx Freight
House of Brands is a collection of distinct, stand-alone brands operating under a larger corporate umbrella.
- Procter & Gamble → Tide, Pampers, Gillette, Oral-B
Endorsed Brands have an independent look, standing on their own but are backed by the parent company’s credibility.
- Coca-Cola → Sprite, Fanta, Fresca
Hybrid blends both approaches. Some stay closely connected to the parent brand, while others take on more independence.
- Marriott Bonvoy’s range from closely tied brands like Courtyard, to more independent luxury names like Ritz-Carlton
Questions to Ask Before You Create a Sub-Brand
Here are some useful questions to ask and think through with your team in a whiteboarding session to kick off any sub-brand project.
- What problem are you solving? Sub-brands should solve specific business problems, not just offer something “new” for the sake of it.
- How well does your current brand align with what you’re launching? How strong is your existing brand, and will it support or compete with the new offering? Will that connection make things clearer for your audience or more confusing?
- How will you maintain your portfolio of brands? Every brand you build needs fuel: time, money, focus. Check to see if you’ve got the time and resources to support more than one.
- What will your audience expect? Will they be confused or reassured by a connection to your main brand? Or would the new brand benefit from a fresh start?
- Could this initiative eventually outgrow the parent? Plan for success, not just for what you want today.
What to Keep in Mind During the Sub-Branding Process
- Naming: Should it be clearly linked to your main brand or stand alone? Pick an approach that makes the relationship obvious or intentionally distinct.
- Visual identity: What elements will you share? Typography, color palette, design system? What needs to be unique? Keep enough familiarity to connect the dots, but give it space to breathe.
- Voice and messaging: Should your sub-brand sound like your main brand, or find its own voice? Either way, be intentional about it.
- Digital presence: Does it need its own website? A microsite? A landing page? Choose what supports your user journey.
- Internal alignment: Your team needs clarity on how the brands relate and when to use each one.
- Customer experience: The handoff between brands should feel intentional, not confusing.
To Sub-Brand or Not to Sub-Brand
Sub-branding adds complexity, which means it only works if it adds clarity too. A solid strategy and the right setup will help you grow without losing focus, reach new people without confusing the ones you already have, and keep your brand working hard across every offering.
So the next time someone asks, “Do we need a new brand for this?” you’ll have the tools to answer with confidence.
Thinking about a sub-brand? We’ll help you do it right. Let’s talk.