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Chapter 7

How to Create and Use Multiple Brands

Another aspect of branding to consider is when a company chooses to use multiple brands. You might well decide that you need more than one brand if you have lots of very separate services, or if you have products that you want to give their own branding.

A good example of this is Microsoft. Microsoft has a company brand, but it also has brands for many of its products and divisions. Windows for instance is its own brand and so is Xbox.

Not only does this make it easier to promote those different aspects of the business, but it also means that one part of the company can have an entirely different mission status and reputation than the other.

This becomes obvious when you compare the purpose and reputation of Windows with that of Xbox. At one point Windows and Microsoft had reputations for being somewhat old-hat and out-of-touch and yet the Xbox brand remained very strong – particularly in youth markets.

Consider making brands for your divisions and products if you want to branch out into lots of areas or if you want to create a whole movement behind what you’re doing.

On LinkedIn there is even an option to create both a ‘Company Page’ and a ‘Showcase Page’. The Showcase page is where you would put your smaller brands and this way you could promote your website entirely separately to your main business (https://business.linkedin.com/marketing-solutions/company-pages/showcase-pages).

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People are like Frog B in general. Today, Katie thinks Jan hates her. Tomorrow, Michael walks up to her and told her he hates her. Anna stays the same and doesn’t mind her what her friends says. The next day, she learned that Carrie and Mark also abhors her. Anna doesn’t realize at once the importance and the need for self-improvement until the entire community hates her.

We learn our lessons when we experience pain. We finally see the warning signs and signals when things get rough and tough. When do we realize that we need to change diets? When none of our jeans and shirts would fit us. When do we stop eating candies and chocolates? When all of our teeth has fallen off. When do we realize that we need to stop smoking? When our lungs have gone bad. When do we pray and ask for help? When we realize that we’re gonna die tomorrow.

The only time most of us ever learn about unlocking our self-improvement power is when the whole world is crashing and falling apart. We think and feel this way because it is not easy to change. But change becomes more painful when we ignore it.

Change will happen, like it or hate it. At one point or another, we are all going to experience different turning points in our life – and we are all going to eventually unlock our self-improvement power not because the world says so, not because our friends are nagging us, but because we realized its for our own good.

Happy people don’t just accept change, they embrace it. Now, you don’t have to feel a tremendous heat before realizing the need for self-improvement. Unlocking your self-improvement power means unlocking yourself up in the cage of thought that “its just the way I am”. It is such a poor excuse for people who fear and resist change. Most of us program our minds like computers.

Jen repeatedly tells everyone that she doesn’t have the guts to be around groups of people. She heard her mom, her dad, her sister, her teacher tell the same things about her to other people. Over the years, that is what Jen believes. She believes its her story. And what happens? Every time a great crowd would troop over their house, in school, and in the community – she tends to step back, shy away and lock herself up in a room. Jen didn’t only believed in her story, she lived it.