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Open the umbrella brand strategy

Written by: Steve Cranford

Article Overview: When attempting to unite a series of brands within a single message, an “umbrella brand” strategy is one way to get your consumer, audience, or constituency to make you their first choice.

Open the umbrella brand strategy

When attempting to unite a series of brands within a single message, an “umbrella brand” strategy is one way to get your consumer, audience, or constituency to make you their first choice.
An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products and promotional means.
As with all effective brand strategy, umbrella brands require a single message, an expression of a commonsense benefit grounded in human emotion that opens the way to own the conversation within a business category.
Umbrella brands abound in business; examples include Virgin, Kellogg’s, Sony, and location brands such as Japan, Manitoba, and St. Louis.
Umbrella brand strategy can assist nonprofit organizations seeking to unite diverse local chapter needs with a national headquarters operation, by allowing room for chapters to share a national brand promise while demonstrating brand relevancy to their own local markets.
Picture your nonprofit organization communicating a clear, emotionally-engaging message. You could own the conversation and increase your resource base. Ask us how we can help you turn this vision into reality.

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