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5 Rules for Your Sub-Brand Keyword Strategy
  • 28 Feb 2023

5 Rules for Your Sub-Brand Keyword Strategy

You've undoubtedly had a Coke Zero if you've ever had Coca-Cola.

You likely have a Gmail account if Google is your go-to search engine.

What ties the two together? Both are well-known businesses with well-known subbrands.

Consider a sub-brand as just a room in a home and your main brand as the house. The proper product must be targeted to the appropriate audience for effective sub-branding.

A well-defined post-SEO strategy aids in maintaining the distinctions if sub-brands are a part of your company's brand architecture.

Companies like Google and Coca-Cola excel at this, clearly defining how their sub-brands link to yet vary from the main brand. This is the perfect keyword approach from the standpoint of SEO.

I wish to assist you in creating a similar brand architecture.

These five guidelines will aid in maintaining the integrity of your semi-SEO keyword strategy while enabling your sub-brands to stand out in their unique ways.

Why Do Companies Develop Sub-Brands?

Should you sub-brand or not?

The query is that.

It's tempting—and often strategic—to expand your reach as you develop your company's brand.

Businesses in various sectors of the economy have portfolios with several brands. They sometimes create these trademarks themselves. They sometimes get them.

There are several justifications for developing a sub-brand. To name a few:

To Aim at Particular Audiences

In certain circumstances, a company may seek to make a distinction between its main brand and subsidiary brands that cater to more niche markets.


Consider the automaker Toyota and its upscale subbrand Lexus. Underneath the Toyota umbrella, the brands are autonomous, yet they promote to various target markets. They may relate to one another more deeply since they have different brands.

Accessing new markets

Sub-brands provide a chance to connect with untapped markets. By targeting a fresh market segment, the parent brand can:

strengthen the relationship with their present clientele

entice new clients

Enter a larger, more lucrative market

Product expansion can be another strategy. To test an item that is sold under a distinct brand, businesses might utilize sub-brands.

Who can predict where they could go?

To creatively market various products

Sub-brands should maintain their commitment to the parent brand's objective as they grow, regardless of their reasons.

Although distinct things are under the same parent corporation, each item has its personality, and feel, as well as a set of features. This implies that each sub-brand needs its marketing and promotion expenditure.

So, it stands to reason that your semi-SEO keyword strategy must be strong to support it.

It will take time to sway search engines, but it will be worthwhile when the conversion your approach promotes increase viewership and money.

Consider the Markets for Your Primary and Secondary Brands

Take a look at what your current and potential customers want. How would a sub-brand help you satisfy their needs?

You must ascertain their search objective to respond to this question. Use phrase research to make this approach.

They must be able to access the information that needs in your material. You want to establish a distinctive connection with your intended audience via everything from your brand to your content.

Those that are brand loyal seek to find a company to be loyal to, as I have previously said.

The decision to grow should be based mostly on the company's business objectives. Your target objective will determine the specifics of how you implement your sub-brand SEO methods.

For instance, I'll wager you were unaware that Converse was a Nike subsidiary.

It would be "off-brand" to use "running shoe" as the sub-SEO brand's term, according to the Converse marketing department. "High-top sneakers" might be a better keyword for the plan.

Converse is a Nike subsidiary, yet its keyword approach distinguishes them from the parent firm and leads to self-sustaining conversions.

You'll know when the company and a sub-objectives brand are being served by the proper keyword combination.

How would you know when you've found it?

You'll learn from your viewers.

Your content performance measures and ROI insights will demonstrate a multitude of resources. After that, you may maintain your gains by sticking to your plan and making any necessary adjustments.

Watch out for your rivals

As you grow, you'll need to be aware of the competitors. You may distinguish your sub-brand by having a clear understanding of your target market and rivals.

Let's say you wish to enter a market and question accepted practices.

Consider a few of your preferred parent firms. Now consider some of their profitable spin-off concepts.

Who sprang to mind?

I considered Apple.

Apple, for instance, sells a range of digital goods. These goods promote the corporate parent by sporting the Apple emblem.

While Apple is not a commodity by itself, each sub-brand makes use of the value of the Apple brand to appeal to certain market segments.

At all costs, avoid keyword cannibalization

Don't let keyword cannibalization lead you astray with your content before you go down the sub-brand SEO route.

You are up against yourself if more than perhaps one of your pages appears for a given search query.

Regard keyword difficulty realistically

Calculating keyword difficulty demonstrates how challenging it will be to achieve Google's top position. Keep in mind that your "keyword bank" for your sub-brand has to be practical and lucrative while you explore ideas.

A keyword's difficulty is based on factors including link building, page authority, as well as content quality. Use these considerations to direct you toward the sub-brands that match it the best.

Always keep brand architecture in mind

If you don't maintain a semi in step including its parent firm, your business is in peril. If you use a sub-approach brand exclusively, you're not maximizing the equity of the main brand.

The credibility of the parent brand can suffer as a result. This was shown when Old Navy used a solitary strategy to surpass the Gap as a sub-brand.

The method used to construct a space is a vital aspect of the brand's architectural "home" (a sub-brand). Remember the example of the home I gave you earlier? You need to consider the arrangement of a sub-brand as well as how it fits into the parent organization, or "home."