Corporations rising by way of acquisition or diversification typically face a nuanced communications problem: clearly speaking the connection between manufacturers. Getting this positioning proper is essential. It avoids confusion, protects reputations and tells a transparent, compelling model story.
Our workforce not too long ago guided a shopper by way of this problem. The work centered on defining the proper exterior language to explain a associated model additionally owned by our shopper’s mum or dad firm. Finally, we advisable that our shopper place the 2 as sister corporations—a call rooted in technique, not simply construction.
That have sparked a broader query. How can PR professionals talk model positioning by way of considerate messaging? Beneath are finest practices and real-world examples to assist communicators refine their messaging and guarantee they’re telling the proper story.
Why Model Relationships Matter in PR Messaging
Exterior readability round model relationships isn’t simply good housekeeping. It shapes how stakeholders understand an organization, together with its values and credibility. Messaging can affect investor confidence, media narratives and buyer belief.
Essentially the most advantageous positioning isn’t essentially the identical because the authorized construction. Simply because an organization is a subsidiary doesn’t imply pitches and web site copy must replicate that place. Viewers understanding and market positioning ought to drive the model’s presentation.
The way to Message Three Model Relationships
Model positioning resists a one-size-fits-all strategy. Beneath are three widespread relationships and examples of how PR groups can thoughtfully body every one by way of exterior messaging.
1: Sister Manufacturers
Definition: Distinct corporations below the identical mum or dad, typically serving completely different audiences or sectors.
Finest Observe: Current as friends that share a standard proprietor however preserve their very own voice, tradition and market area of interest.
Instance: Fb and Instagram below Meta. Every platform operates with its personal id, product updates and public messaging. When obligatory, nonetheless, Meta’s involvement is made clear, particularly in company statements or regulatory discussions.
Messaging Tip: Use “sister model” in case your purpose is to recommend parity and independence. Reference shared possession solely when it provides worth or credibility.
2: Sub-Manufacturers
Definition: A model that exists below a clearly outlined mum or dad model.
Finest Observe: Use the mum or dad model to lend belief and visibility whereas growing a particular tone and providing for the sub-brand.
Instance: YouTube below Google. YouTube has its personal presence and viewers, however strategic references to Google lend authority in formal settings.
Messaging Tip: Spotlight the mum or dad model when introducing new initiatives, partnerships or thought management supplies. The connection builds confidence by way of affiliation.
3: Endorsed Manufacturers
Definition: A model that has its personal id however is “endorsed” by a mum or dad model, often by way of a visual affiliation like a brand or tagline.
Finest Observe: Emphasize the distinctive id of the endorsed model whereas reinforcing the credibility or values of the mum or dad model.
Instance: Marriott Accommodations (Courtyard by Marriott, Residence Inn by Marriott). These manufacturers preserve distinctive identities tailor-made to completely different traveler wants. The constant “by Marriott” endorsement alerts high quality and belief throughout the portfolio.
Messaging Tip: Incorporate the mum or dad model in taglines, footers or company communications to construct belief. Focus messaging on what makes the endorsed model distinct whereas utilizing the endorsement to reassure stakeholders of high quality and stability.
PR Tips for Navigating Model Relationships
How can an organization know which construction most closely fits their state of affairs? As specialists in strategic communications, PR professionals play a key function on this choice. These tips can function a jumping-off level for deciding which model construction is true:
- Align Internally First: A unified inside understanding of the model relationship is important earlier than exterior messaging begins. Inconsistent language undermines credibility.
- Audit the Relationship: Perceive the authorized and operational dynamics at play. Discuss to inside stakeholders throughout advertising and marketing, authorized and management.
- Select Phrases Deliberately: Keep away from defaulting to company communicate with out considering by way of which phrases to make use of (and which to keep away from). Phrases like “division” or “subsidiary” carry particular connotations.
- Tailor Messaging by Viewers: A press launch could require extra readability than inside worker communications. At all times think about what the viewers must know.
Remaining Thought: Readability Builds Confidence
Strategic model positioning isn’t only a PR train—it’s a enterprise crucial. When associated manufacturers are clearly and persistently messaged, it units the stage for stronger narratives, higher viewers engagement and long-term popularity administration with prospects and prospects alike.
For PR professionals, the takeaway is straightforward: Use every phrase deliberately, perceive the model structure deeply and at all times lead with readability. Constant language is your handiest instrument in bridging model structure and public notion.
Tags: Model, Firm Messaging, Exterior Communication, PR, Public relations
Filed below: Branding, Media, Planning, PR developments, PUBLIC RELATIONS, Sources, Technique
