If you’🐽re ꦺlike me, you’ve spent hours digging into what makes a website stand out.

You have your preferenc෴es when it comes to colors, design elements, the right and wrong use of video. Lat🧸ely, however, I’ve been taking notice of a very di🌼fferent type of company and their websites.

Yes, that's the plural.

Multi-brand companies have a unique challenge when it comes𝐆 to their web presences -- How to feature all of their bran♍ds in a way that provides a great 澳洲幸运5开奖官网在线查询开奖结果:user experience.

It’s h꧙aꦰrd enough to promote a single brand, so how are companies engaging audiences across their brands?

The challenges

Let’s start by looking at the specific challenges that multi-brand companies have.

Awareness

First and foremost is the reality that the aver🍃age consumer may not even aware that a company has multiple braꦏnds.

If they are aware of the individual brands, they likely have no idea that they are part of the same corporate family. The challenge here is, very simply, awareness.

Cross-brand loyalty

Another challenge is engaging loyal cus🎶tomers and enticing them to extend their brand loyalty𝓰 throughout the company.

It’s great to have a customer who shops at your high-end retail division a few times a year, but it would be even better if they also shopped at your price conscious division for their more frequent shopping sprees.

Cohesion

It can also be difficult to showcase multiple brands in a cohesive way, especially if those brands are geared toward different consumer demographics. Companies have to find a way to differentiate, but also seamlessly transition th⛦eir audience from one brand to another.

♉These are daunting challenges for companies to overcome, but there are quite a few who have🍎 found creative and intuitive ways to do so.

Is any company mastering multi-brand websites?

When I thin🧸k about some of the websites I’ve visited with mul💛ti-brand strategies, the retail fashion world quickly comes to mind.

These days, most clothing companies﷽ have multiple brands under their umbrella.

It seems as though this industry has managed to successfully create websites that create awareness of their multiple brands, bu𝓡t also creates a seamless user experience when it comes to exploring and shopping acr🎃oss them.

Furthermore, while r🐷etail fashion does seem to lead the pack when it comes to multi-brand websites that work, there are some notable companies outside of that ind🐬ustry that are making impressive strides.

5 Companies winning multi-brand websites

Of course, talking about "great" websites is certainly subjective. However, the five examples I am about to provide are sites that stood out to me for the🧔ir a🅺bility to overcome the challenges listed above.

1.

Gap may be the most recognizable multi-brand company to the average shopper.🦂

For one, it seems to be that most people are aware of the fact that Gap Inc. owns not only Gap but Banana Republic and Old Navy — as well as Athlet൩a.

Much of this brand awareness can likely b♔e attributed to some key features on their websites.💧

For instance, regardless of what brand website you visit, you are always met with the same navigation on the top left of your screen, highlighting all of the Gap In🌜c. brands.

Another area where Gap Inc.’s website🤡 is great at handling its multiple brands is in the overall user experience when it comes to buying the products.

Not only can you toggle💮 between each brand page, but you can add items to your shopping cart across brands, making for a much more convenient checkout experience. They even offer cross-brand promotions. 

2.

Like Gap, American Eagle is a clothing brand in iꦜtself, but in recent years, its other brand, Aer🌳ie, has gained momentum, offering a more ౠcomfort-based line of apparel, geared toward the "athleisure" trend.

AE.com has done something similar to Gap Inc., featuring both of their brands in the top left navigไation of the website.

However, while each Gap brand💯 website looksꦦ different, AE has utilized similar structures, color themes, and features that highlight each brand’s uniqueness while making it clear that they are related.     

Below, we're got AE on t📖he left and Aerie on the right. Notice the similar layout and design themes.

 3.

Potteꦐry Barn is a company that is taking multi-brand to another level.

Within the Pottery Barn brand there are four sub-brands, PB Apartment, Pottery Barn🍎 Kids, PB Teen, and Pottery Barnꦍ Dorm

On top of that, they also have six other brands that make up the ﷽Williams Sonoma organization, Williams Sonꦓoma, WS Home, West Elm, Rejuvenation, GreenrRow, and Mark and Graham.

When it☂ comes to a mu💛lti-brand website, Pottery Barn has managed to highlight all of the brands in the WS family in the site navigation.

Plus, it does ꦇso in a way that ensures the vis﷽itor is recognizing that while the parent organization has many brands, Pottery Barn itself has brands for the entire family.

4.

As 💞the Streaming Wars intensify, platforms are competing to offer more complete entertainment opti꧙ons. On one side you've got Disney+ adding ESPN and Hulu. Max has swallowed up HBO, Warner Brothers, HGTV and others into a super stream. 

It's hard to organize th▨is much content, but Max does it well. 

Obviously, as a media company, they have plenty of engaging content to work with, but it is in how they feature this content from their various brands that is worth noting.

The website lets its popꦜular and critically-acclaimed shows shine, but also makes sure you know which brand within the organization it comes from with some subtle branding.

Incorpo🍸rating the individual logo or channel name into featured box ensures that visitors know where to tune๊ in to watch.

This is powerful because it addresses the many brands while𝓀 maintaining the overall message that all of this amazing, divers﷽e content comes from Max.

5. (Entertainment Arts)

EA is a video game company that is not a multi-brand company in the traditi﷽onal sense, but what gains them a spot on this list is how they han🉐dle their catalog of popular games, which some may argue are each a brand on their own.

With titles including Madden, FIFA, The Sims, and the Mass Effect series, each game “brand” has its own loyal fan𒀰s and even ꦜculture.

Where EA utilizes the top of the page for their featured game, the rest of the site foc☂uses on the various game brands, with content targeting each brand’s fans.

The content targets the specific audience while highlighting other games in a way that could generate interest from someone unfamಌiliar with the entire EA catalog.

A great multi-brand website is within reach

When it comes to creatinꦏg a great website for a multi-brand company, these are great examples to look to, but, creativity and individuality goes a long way.

Keep these key things in mind when developing your own, unꦏique multi-brand website strategy:

• Feature your b🍌rands in one place, such as the navigation, so that everyone knows about them.

• Ensure that the cross-brand user experience is easy and intuitive. If you're selling ๊products across brands, let your users check out in one place.

• Where appropriate, create engaging cross-brand content, that can be attributed to the individual br꧙and without taking away from the brand family.

Want to talk to our experts about your website needs? 澳洲幸运5开奖官网在线查询开奖结果:Book a free call to see what's possible.