A Guide to Multi-Brand Website Design

A Word from Linda Fanaras, CEO & Strategist of Millennium Agency

The retail landscape is one that provides a fantastic example of how brands constantly seek innovative strategies to stay ahead of the competition. One strategy that has proven to be highly effective is the consolidation of multiple brands under a single website. Gap Inc., a global fashion retailer, has embraced this approach by housing its diverse portfolio of brands — Gap, Old Navy, Banana Republic, Athleta, and others — on one unified online platform. This strategic move offers compelling advantages that can enhance overall corporate sales and customer experience.

A consolidated website can also help increase traffic. By bringing all its brands together under one virtual roof, Gap Inc. leverages its flagship brand’s popularity to boost visibility for its other lines. Customers who visit the site for Gap’s classic denim may find themselves intrigued by Athleta’s activewear or Banana Republic’s sophisticated apparel. This cross-brand exposure can lead to higher traffic across the entire portfolio, resulting in more robust sales figures.

There is no doubt that a unified online presence simplifies the customer journey. In the past, shoppers might have needed to navigate multiple websites to browse different brands, creating a fragmented and frustrating experience. With a single, well-designed site, customers can seamlessly explore a variety of products without the hassle of switching between platforms. This streamlined shopping experience can enhance customer satisfaction and loyalty, ultimately driving repeat business, positive word-of-mouth, and more effective cross-promotion.

Gap Inc. can highlight new arrivals, special promotions, and seasonal collections across all brands in a cohesive manner. For instance, a customer receiving an email about a sale at Old Navy might also be enticed by an exclusive offer from Banana Republic featured on the same site. This integrated marketing approach can amplify the impact of promotional efforts, leading to increased conversion rates and higher average order values.

To further help drive new business, Gap Inc. can gain a better understanding of shopping patterns, preferences, and trends across its brands by analyzing data from its unified platform. This information can inform more targeted and effective marketing strategies, product development, and inventory management. The ability to identify and respond to customers’ needs more efficiently can result in a more agile and competitive business.

Overall, Gap Inc.’s strategy of housing multiple brands on a single website has many advantages that can positively impact overall corporate sales. Increased traffic, a simplified customer journey, more effective cross-promotion, valuable insights, cost savings, and a cohesive brand identity are just some of the benefits that come with this approach. As the retail industry continues to evolve, companies that embrace innovative digital strategies like this will be well-positioned to thrive in an increasingly competitive market.

How to Build a Multi-Brand Website

From large corporations that house a family of software brands to conglomerates offering a wide-ranging product portfolio, the challenge of crafting a cohesive online presence becomes increasingly intricate when you have multiple brands to work with. This comprehensive guide equips you with the knowledge and strategies you will need to design a website that empowers each brand within your ecosystem while fostering a seamless user experience.

The foundation of a successful multi-brand website starts with a thorough understanding of your brand ecosystem. Consider these key questions to guide your approach:

Brand Relationships: Do your brands represent a unified entity or operate as distinct entities with independent target audiences? Are they targeted sub-brands or complementary offerings within a broader market segment?

Target Audience: Speaking of target audiences, who are your brands trying to reach? Developing detailed user personas for each brand will allow you to tailor content and design elements to resonate with their specific needs and preferences.
Brand Maturity: Is each brand established and well recognized, or are there newer ventures requiring a stronger online presence? Understanding the current market positioning of each brand is crucial for design decisions.

Building a Cohesive User Experience With Multiple Brands

The key to a successful multi-brand website lies in crafting a user experience that’s both intuitive and cohesive.

Think of your navigation bar as your users’ roadmap. Make it prominent and easy to understand, allowing them to effortlessly switch between brands. Consider user-friendly structures like dropdown menus or sub-navigation bars for a well-organized layout.

Next, establish a visual foundation that ties all the brands together. This means using a similar color palette, core typography set, and overall layout. However, don’t be afraid to inject personality! Utilize subtle variations in design elements like imagery and accent colors to reflect each brand’s unique identity. This balance between consistency for user trust and differentiation for brand recognition is crucial for a winning website with more than one brand.

Finally, ensure each brand has its own voice within your website. Even if you’re going to let all your brands live on a single domain (keep reading to learn about branded house vs. house of brands), distinctive brand colors, compelling visuals, and targeted content specifically tailored to their audience(s) will help them resonate with their target market.

Selecting a Sensible Multi-Brand Content Management Strategy

Content plays a crucial role in multi-brand websites, acting as the bridge that connects your various brands to their target audiences. But with multiple voices and personalities vying for attention, crafting a content strategy requires a nuanced approach. Here’s how to leverage content effectively to strengthen your website:

Tailored Brand Messaging: Develop content specific to each brand, highlighting its unique value proposition and core offerings. Speak directly to the pain points and aspirations of their target audience.
Cross-Brand Opportunities: Explore opportunities for content that connects the brands without diluting their individual identities. This could involve showcasing complementary products or highlighting shared company values such as sustainability or innovation.
User Segmentation: Implement user segmentation tools to personalize content delivery based on user behavior and brand preferences. This allows you to deliver the most relevant content to each user, further enhancing their experience.

With your content management strategy in place, it’s time to choose your design strategy.

Choosing the Right Design Approach

Branded House vs. House of Brands

There are two main approaches to multi-brand website design: branded house and house of brands, each with its own advantages:

Branded House: Here, all brands reside under one domain.

Think Google. While Google boasts a vast portfolio of products and services, like, Search, Maps, YouTube, etc., it maintains a unified web presence under the powerful Google brand.

FedEx is another great example (Express, Ground, Freight, etc.).

This approach simplifies navigation and is ideal for showcasing brand relationships within a unified company structure. However, ensuring each brand gets its due attention within the website requires careful design considerations to avoid overwhelming users with information overload.

House of Brands: In this model, each brand has its own dedicated website within a subdomain structure.

GE Appliances actually transitioned from branded house to the house of brands approach back in 2018, giving Monogram®, Café™, GE®, GE Profile™, Haier and Hotpoint® their own websites and unique identities.

This approach offers maximum flexibility for brand differentiation and in-depth content creation for each brand. However, it requires more design and maintenance effort in the long run.

“Which one’s better, branded house or house of brands?”

Whether you should choose a branded house or house of brands approach for your website strategy depends on your unique needs and brand goals.

The house of brands approach is ideal if your brands have distinct target audiences or require a high degree of independent brand identity.

Branded house is a good fit if you want to emphasize the strength of your master brand and simplify navigation for users exploring your product portfolio.

Ultimately, there is no one right answer when it comes to house of brands vs branded house for a website with multiple brands. The best approach is the one that aligns with your overall brand strategy and user experience goals.

Keeping Your Multi-Brand Website Agile and Optimized

A multi-brand website shouldn’t compromise on speed or user experience. Here are some tips for optimal performance:

Image Optimization: Optimize images for faster loading times to ensure a smooth user experience across all devices.
Content Delivery Network (CDN): Utilize a CDN to deliver website content efficiently across geographical locations, minimizing latency for users worldwide.
Website Analytics: Track user behavior and website performance to identify areas for improvement. This data can inform future design decisions and content strategies, ensuring your website remains relevant and user-friendly.

How You Can Achieve a Symphony of Brands With Your Website

Designing a website with multiple sub brands requires a strategic approach that balances brand coherence with individual brand expression. By understanding your brand landscape, focusing on user experience, and employing effective design principles, you can create a website that empowers your brands and resonates with your audience.

Here at Millennium, we’re passionate about helping businesses like yours navigate the complexities of multi-brand website design. We understand the complexities of juggling multiple brands and making your website’s user experience simple and easy to navigate. That’s why we were recognized on FeedSpot’s list of the 25 Best Boston Web Design Blogs and Websites in 2024!

We can assist you with:

Website Development and Implementation: Leverage the latest web technologies to build a high-performing website that delivers a seamless user experience across all devices.
User Experience (UX) Design: Craft a user-centric information architecture that allows users to effortlessly navigate between brands and find the information they need quickly.
Visual Design: Develop a cohesive design language that establishes brand recognition while incorporating subtle variations to reflect each brand’s personality.
Content Strategy and Development: Create targeted content for each brand that resonates with their specific audience and effectively communicates their value proposition.
Brand Strategy Workshops: Collaborate with our team to develop a clear understanding of your brand ecosystem and define the unique voice and target audience for each brand.

Ready for a multi-brand website that drives growth?

Don’t let the challenges of multi-brand website design hold you back. Let’s discuss how we can help you create a website that celebrates your entire brand family and drives business growth. You can reach us here.

About Millennium Agency

Millennium Agency is a nationally recognized, top woman led B2B branding, web, and growth marketing firm who creates value that builds emotionally impactful brands that influences your customer’s buying decision, giving you the competitive advantage. As your industry partner for B2B pharma/biotech, technology and manufacturing, our proprietary research-based framework makes a strong impact and accelerates your brand growth. While you focus on what you do best – running your business successfully – our team will build your brand and drive leads.  For more information, visit www.mill.agency or schedule time here.