One brand, or many?

[trax7960]

Just looking for some different viewpoints on this. Our business at present is made up of 3-4 different services to the TV and film industry that in 2017 we brought together under the one brand. However, the services we offer are still quite distinct - everything from costume design to camera rental. It sometimes leaves people wondering what exactly it is that we do, when in fact the better question is what don't we do

I'm looking to relaunch one of those services - specifically the camera hire service and I keep getting tempted to brand it up under a different name that gives more of a shout about what it does.

At the moment, say we're "ABC Entertainment" and ABC Entertainment amongst other things, hires cameras out. I'm really tempted to relaunch under "ABC Camera Hire" or even "Something Completely Different Camera Hire" because it does what it says on the tin in a much more efficient way when it comes to marketing, but it does then lose us our credibility under the current longstanding brand.

Just interested in thoughts really. Should services and service brand names be more obvious when it comes to defining the offering, or can a 'one-stop shop' brand be effectively marketed to different segments?

 

[LPB 123]

Just looking for some different viewpoints on this. Our business at present is made up of 3-4 different services to the TV and film industry that in 2017 we brought together under the one brand. However, the services we offer are still quite distinct - everything from costume design to camera rental. It sometimes leaves people wondering what exactly it is that we do, when in fact the better question is what don't we do

I'm looking to relaunch one of those services - specifically the camera hire service and I keep getting tempted to brand it up under a different name that gives more of a shout about what it does.

At the moment, say we're "ABC Entertainment" and ABC Entertainment amongst other things, hires cameras out. I'm really tempted to relaunch under "ABC Camera Hire" or even "Something Completely Different Camera Hire" because it does what it says on the tin in a much more efficient way when it comes to marketing, but it does then lose us our credibility under the current longstanding brand.

Just interested in thoughts really. Should services and service brand names be more obvious when it comes to defining the offering, or can a 'one-stop shop' brand be effectively marketed to different segments?

I personally like the "ABC camera hire" as it's clear what you do and has the big brand name for credibility.

 

[The Byre]

Arri Camera Hire, Arri Primes, ArriFlex, Arri Alexa - if they went in for grips, they would call - oh, just a minute, Arri MasterGrips! Silly me!

But you get the idea! Spong Rentals, Spong Costume Design, Spong Set Design, Spong Catering, Spong Locations, Spong Grips, Spong Trucking - each a separate brand but each labeled Spong (or whatever!)

HOWEVER

If the brands are well-established and are synonymous with parts of the industry, like Rycote, Anton Bauer, Vinten, Satchler, Autocue and AutoScript (all and about 15 others part of the Vivendum Group) the are best left alone! Nobody is going to trust their Arri Alexa LF Mini and Signature Primes to a Vivendum Stand, but they might still trust a Vinten or a Satchler.

And I still have that Rycote baseball cap! I'm not wearing a Vivendum cap!

 

[cjd]

One brand under one website ABC Entertainment Services. Then sub brands in tabs

ABC Camera Hire
ABC Sound and Lighting
ABC Location Catering
ABC Whatever

Brands take years and a lot of money to build up, the last thing you want to do is lose that value. If someone has used your cameras they'll feel safe using your riggers or whatever if they suddenly need to.

Google will like it too

 

[trax7960]

Thank you all for your replies, I think I’ve made my decision now and it’s exactly what has been recommended here - keep the ABC brand, tack on the specific service areas. I really appreciate your feedback!

 

[artsem]

Just looking for some different viewpoints on this. Our business at present is made up of 3-4 different services to the TV and film industry that in 2017 we brought together under the one brand. However, the services we offer are still quite distinct - everything from costume design to camera rental. It sometimes leaves people wondering what exactly it is that we do, when in fact the better question is what don't we do

I'm looking to relaunch one of those services - specifically the camera hire service and I keep getting tempted to brand it up under a different name that gives more of a shout about what it does.

At the moment, say we're "ABC Entertainment" and ABC Entertainment amongst other things, hires cameras out. I'm really tempted to relaunch under "ABC Camera Hire" or even "Something Completely Different Camera Hire" because it does what it says on the tin in a much more efficient way when it comes to marketing, but it does then lose us our credibility under the current longstanding brand.

Just interested in thoughts really. Should services and service brand names be more obvious when it comes to defining the offering, or can a 'one-stop shop' brand be effectively marketed to different segments?

Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your business. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. My opinion is that brand names should be more obvious when it comes to defining the offering. But of course there are different cases, and it depends on your marketing and branding team