Development

Should I have specific segmented brands or one brand that does all at different price levels?

by Laura Lee Rose

Should I have specific segmented brands or one brand that does all at different price levels?


Hello, this is Laura Lee Rose. I am a speaker and author. My background is in time and project management.

I help busy professionals and entrepreneurs create effective systems so that they can comfortably delegate to others, be more profitable and have time to enjoy life even if they don’t have time to learn new technology or train their staff. I have a knack for taking big ideas and converting them into smart, sound, and actionable ideas.

At the end of the day, I give people peace of mind.

Today’s question came from a busy entrepreneur wondering about branding and marketing his different products..

Should I have specific segmented brands or one brand that does all at different price levels?

All markets have different performance and cost needs. Should we have multiple product brands – i.e. low cost/low performance and mid/high or have one brand that can stretch across multiple performance levels and price according to options? It makes sense to economize the product manufacturing chain but, what is everyone’s experience when consolidating a full portfolio into a single brand lineup?

Your Brand should solve a specific problem for a specific niche or class of people. If you have multiple visions/missions you should have separate branding and marketing strategies. For example: Sarah has her Health Coach business and she also sells her own brand of peanut butter. Sarah should have separate branding and marketing strategies for those very different product and businesses.

Product Funnel Strategy

Within each separate brand – you should have a product funnel strategy that leads your target client up your product/service pricing structure. Normally people start off with free samples – to allow the target client to get to know you (like a first date). In Sarah’s example, she may offer a complimentary discovery health sessions, newsletters, articles, short audios/video for her coaching; and free samples of your peanut butter for her other brand.

Then you create some low, mid, high end offers for each separate brand. In Sarah’s example, she can create group workshops, subscriptions based programs, one-on-one coaching programs, and then high-end product bundles with personal trainers, personal chef, image consultant, and a high-end shopping spree when your health goals are met.


If you only want to sell your coaching and peanut butter to High-Profile, Affluent clients (that’s your target client) — then you advertize, market and visit only the places where the High-Profile, Affluent people are. Your price points are selected to match the budgets of your target niche/clients.

Do you have an umbrella Brand that covers all your products?

You will have an Umbrella Company that owns the Health Coach and Peanut Butter business. But the branding will be different. For instance, Kraft owns Kool-Aid, Velveeta, Miracle Whip and Maxwell House. But each of these products have their separate branding, target market and product Funnels.

I know your situation is different. Why don’t we schedule an appointment, where I get to know more about your unique situation? And then I will be happy to make recommendations on what your best steps are moving forward. To schedule an appointment, book it HERE.

Author: Laura Lee RoseHello, this is Laura Lee Rose – author of the business and time management books TimePeace: Making peace with time – The Book of Answers: 105 Career Critical Situations – and I am a business and efficiency coach that specializes in time management, project management, and work-life balance strategies. I have been in the software and testing industry for more than 20 years. I've worked with such companies as IBM, Ericsson, Staples, Fidelity Investments and Sogeti in various client advocacy and project management roles. The techniques I used in my business coaching and client advocacy work saved these companies both time and money, which resulted in on-time, quality product delivery with higher client satisfaction. Even though I excelled in the corporate environment, I felt a calling toward something more. I now uses my time management, work life balance and personal development skills as a life coach and Corporate Exit Strategist. I help people blend their goals and dreams into their everyday lives. I use creative transition strategies to help my clients realize what really matters to them. Combining inspired action with practical, tangible techniques easily lead you toward more autonomy, freedom and balance. I am a business coach and this is what I do professionally. It's easy to sign up for a complimentary one-on-one coaching call, just use this link https://www.timetrade.com/book/WFSFQ With enough notice, it would be my honor to guest-speak at no cost to your group organization.