Creating a Brand

7. Extending the Brand

A successful brand can offer opportunities for a business to grow. However, if you are introducing new products or services, you must make sure they are consistent with your existing brand values (see 3.5).

Stretching a brand too far reduces its strength and can damage it.

7.1 If you are introducing new products or services, consider whether they fit with your core competencies and brand values.

• If they do, brand them in the same way as your existing products and services so they benefit from your existing branding.
• If they don't, you should consider branding them separately.

7.2 If your new products or services remain within your core competencies but not your brand values, you can consider a diffusion brand.

• A diffusion brand is a different message with its own identity tied to your existing brand.
• Remember that any problems with a diffusion brand will also damage your main brand, so treat the diffusion brand with similar care.

7.3 If your new products or services fit neither your core competencies nor your brand values, you must brand them separately.