Sub-Brand Keyword Strategy: Do These 5 Things Right Now!

November 29, 2022

6 minutes Read

A sub-brand keyword strategy can be a great way to target a specific audience or market segment. 

By targeting keywords that are related to your leading brand, you can reach a wide range of audience and also enhance your possibilities of ranking your primary brand higher in search engine results pages. 

This can prove to be an incredibly effective strategy for small businesses that are looking to compete against more prominent brands in their industry.

Here are five tips for developing a successful sub-brand strategy:

Research Your Competitors

To develop an effective sub-brand strategy, it’s important to research your competitors. What are they doing right? What could they improve upon? How can you differentiate your own sub-brand in a way that might appeal to your target audience? 

By taking the time to understand your competition, you can develop a sub-branding strategy that will help your business succeed. 

Optimize Your Website For SEO

By optimizing your website for search engine results pages (SEO), you can improve your ranking higher in SERPS. This can increase traffic and conversion rates, which will help you offset the costs of targeting keywords correctly.

Choose Appropriate Keywords

Some keywords are better suited for a sub-brand than others. For example, if your main brand is in the health and fitness group, you might want to avoid targeting words that denigrate or criticize physical activity, such as “weight loss” or “fitness junkie.” 

Instead, try targeting words that describe your product or service in a positive light (such as “healthy eating” or “cardio training”).

Don’t Overdo It

Too many keywords can actually have the opposite effect of what you want. 

By filling up your search engine results pages with too many irrelevant keywords, you run the risk of decreasing your visibility and hurting your chances of ranking higher in search results. 

Limiting yourself to a few targeted keywords is usually a better strategy.

Monitor Your Results Regularly

As with any marketing strategy, it’s important to monitor your results regularly to ensure that your sub-brand strategy is on track. Keep an eye on your sales figures and customer feedback to gauge how well your sub-brand is performing.

 If you see a dip in sales or customer satisfaction, it might take some time to make adjustments to your strategy.

What Is The Difference Between Marketing The Keyword Of The Leading Brand And The Sub-Brand?

The difference between marketing the keyword of the main brand and the sub-brand is that the leading brand should own the keyword and be using it in their advertising, while the sub-brand should be using it to target a specific audience.

What Is A Sub-Branding Strategy?

Sub-branding is a strategy employed by many large companies in order to differentiate their products or services within a specific market. A sub-brand is usually a recognizable brand name in its own right but one that is closely associated with the parent company. 

The sub-branding strategy can be used to target specific markets or customer segments. It can also be used to launch new products or services under the umbrella of an existing brand. 

In addition, many companies use sub-branding as a way to protect their main brand from being associated with any negative perceptions of the sub-brand.

What Are The Pros Of Creating A Keyword Strategy For A Sub-Brand?

There are many benefits to using a sub-brand strategy. Some of the benefits include:

Greater Engagement With Your Target Audience

There are two primary brand strategy models that businesses use to engage with their target audiences: the main brand strategy and the sub-brand strategy. 

The main brand strategy focuses on using a single, unified brand identity across all touchpoints and channels. The sub-brand strategy, on the other hand, involves creating separate identities for different products or product lines. 

So, which is the better approach? Well, it depends on your business goals and objectives. For instance, if you want to create a strong, recognizable brand that commands a premium price, then the main brand strategy is your best bet. 

However, if you’re looking to increase market share or reach new customer segments, the sub-brand strategy may be more effective.

 Improved Conversion Rates

According to a recent study, using the main brand strategy rather than a sub-brand strategy can lead to improved conversion rates. 

The study found that customers are more likely to change when they see the same brand name across all marketing channels. 

This is likely because customers feel more confident about making a purchase from a brand they recognize and trust.

 Increased Traffic

Targeted keyword advertising can lead to increased traffic to your website. 

By using keywords related to your product or service, you can attract potential customers who are looking for information about those topics.

Increased SEO Rankings

Increased SEO Rankings - sub brand strategy - Freelancers Hub

Search engine optimization (SEO) is an important tool for businesses looking to attract more customers and generate more revenue. 

Reduced Costs:

By using targeted keyword advertising, you can reduce the costs associated with marketing your product or service. 

In addition, by targeting the right keywords, you can reduce the number of ads that you need to run and increase your chances of generating leads.

How Often Should You Update Your Sub-Brand Strategy?

There is no set answer to this question. Each business will have different requirements and needs when it comes to sub-branding. 

However, you should periodically review your strategy to make sure that it is still effective. You can also reassess your marketing goals and objectives to ensure that you are meeting the needs of your customers.

What Are The Risks Of Creating A Sub-Brand?

Creating a sub-brand can be a great way to expand your product line and reach new markets. However, there are some risks to think about before embarking on this strategy. 

One risk is that the sub-brand may not resonate with consumers and could end up damaging the parent brand’s reputation. Another risk is that the sub-brand may cannibalize sales of the parent brand’s products. 

Finally, creating a sub-brand can be a costly endeavor, so be sure to do your research and allocate resources accordingly.

Why Do Companies Build Sub-Brands?

There are many reasons why brands might choose to create a sub-brand. Some reasons include the following:

To Extend The Reach Of the Parent Brand

Some brands choose to create a sub-brand in order to extend the reach of their parent brand. By targeting a different audience, the parent brand can reach a wider range of customers.

To Address Market Opportunities

Some brands choose to create a sub-brand in order to address specific market opportunities. For example, Nike creates Nike+ products to offer users additional features and benefits that are not available on the regular Nike website.

To Exploit New Marketing Opportunities

Some brands choose to create a sub-brand in order to exploit new marketing opportunities. For example, Starbucks created Dunkin’ Donuts as a way to tap into the growing demand for coffee and doughnuts.


When developing a keyword strategy for your agency or clients, it is important to do your research to ensure you are using the most effective keywords. This will help save time and resources and maintain trust with your agency or clients.

To make the journey from a massive list of keywords to a strategic selection, you need to look at the bigger picture and identify what needs to happen and what needs to be avoided.

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