Web strategy for multiple brands under one umbrella company

by smb20
7 replies
I work for a medical clinic that has recently acquired 2 clinics that will keep their trade names as a partner practice of our group. In total we have 4 websites all with distinct company brand names, domain, etc. We are planning to update all of our sites for uniform branding.
My question is does anyone have experience re-branding multiple sites under one umbrella brand while keeping all separate brands searchable and relevant? additionally, is it better to keep those sites separate as opposed to consolidating into one website?
#brands #company #multiple #strategy #umbrella #web
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  • The answer depends on what the business goals and model are.

    Is the business envisioning one brand or is it envisioning a conglomerate or parent company type of model? Which one should it be?

    Personally, I wouldn't insist on one brand unless that one brand is recognized and brings value to the other brands acquired. Does the one brand have enough recognition that it will enhance the acquired locations toward more growth and profitability?

    If not, then let the parent company derive profits from their acquired assets - as that is what they should be.

    If the acquired locations offer no significant value "as is" in terms of branding, then they may benefit from a change in "management" = branding.
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  • Originally Posted by smb20 View Post

    ....re-branding multiple sites under one umbrella brand while keeping all separate brands searchable and relevant? additionally, is it better to keep those sites separate as opposed to consolidating into one website?
    Like I stated above, you need to ascertain what benefits the other brands already bring to the table. If they're negligible, then absorbing them is in order.

    Study carefully and SEO advantages as well - how do the other domains rank in their respective local searches? Look closely for any footprints (references, comments, ratings, mentions, testimonials, etc.) well established online that would continue to benefit that location.

    Look at every angle, especially if your primary brand isn't a hands down significant one.
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    • Profile picture of the author smb20
      Thank you! Very helpful info. I have a lot of work to do
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  • Profile picture of the author Jason Kanigan
    I'd keep the sites separate as long as the leadership wants to keep the branding separate.

    A few years ago I produced a TV show with some friends. It was a cooking show. Booking chefs, I discovered that no less than SEVEN well-branded, popular local restaurants were all owned by the same corporation based in another city three hours away.

    You'd never know it. Nobody said anything to the public about it. The sites were all separate and branding was all different. Only the management knew.
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    • Profile picture of the author smb20
      Hi Jason, Thank you for your input, very helpful and also good point!
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  • Profile picture of the author dougp
    Definitely keep them separate branding. This is more common than you think, I've seen and been apart of these .

    Let's assume that site A is the mother website, and that sites B, C, and D are the other websites the clinic owns. Even if sites B, C, and D do a 301 redirect which is the type of redirect that preserves the highest amount of link juice, there's still a strong possibility that 15% of the link juice will be lost to site A.

    Moreover, if sites B, C, and D have an established readership, they will be confused when the site they knew and trusted redirects to site A. Therefore, separate websites with similar branding makes sense, along with a message on sites B, C, and D informing the users of the new ownership.

    If done professionally, the users shouldn't notice much of a change from the new ownership, they should ideally think that the website got a redesign.
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    • Profile picture of the author smb20
      I agree, the redirect concept is messy. Thank you for your feedback!
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