What are the best practices for adapting brand guidelines to a new product line?

1 Understand the new product line

The first step in adapting brand guidelines to a new product line is to understand the goals, benefits, features, and value proposition of the new product line. What problem does it solve, what need does it fulfill, and what benefit does it offer to the customers? How does it fit into the overall brand vision and mission, and how does it align with the existing product lines? How does it differ from the competitors and what makes it unique and appealing? By answering these questions, you can identify the core message and positioning of the new product line, as well as the tone and style that will convey it effectively.

2 Review the existing brand guidelines

The next step is to review the existing brand guidelines and assess how they can be applied, modified, or extended to the new product line. Depending on the degree of similarity or difference between the new and existing product lines, you may need to make minor adjustments or major changes to the brand elements, such as the logo, color palette, typography, imagery, icons, graphics, copywriting, and voice. The key is to balance consistency and flexibility, ensuring that the new product line is recognizable as part of the brand family, but also has its own identity and personality that suits its purpose and audience.

3 Create a sub-brand or a brand extension

One of the ways to adapt brand guidelines to a new product line is to create a sub-brand or a brand extension, which is a separate but related entity that operates under the umbrella of the main brand. A sub-brand or a brand extension can have its own name, logo, tagline, and visual identity, while still sharing some of the elements and values of the parent brand. For example, Google has sub-brands like Gmail, Google Maps, and Google Docs, which have their own logos and colors, but also use the same font and style as the main Google logo. A sub-brand or a brand extension can help to target a specific segment, niche, or category, and to communicate a distinct value proposition, without diluting or confusing the main brand identity.

4 Use a co-branding or a partnership strategy

Another way to adapt brand guidelines to a new product line is to use a co-branding or a partnership strategy, which is a collaboration between two or more brands that combine their strengths, resources, and audiences to create a new product or service. A co-branding or a partnership strategy can help to leverage the reputation, credibility, and reach of each partner, and to create a unique and innovative offering that benefits both parties. For example, Starbucks and Spotify have a co-branding partnership that allows Starbucks customers to access Spotify playlists and earn rewards, while Spotify users can discover new music and artists through Starbucks. A co-branding or a partnership strategy can help to enhance the brand image, awareness, and loyalty of both partners, and to appeal to a wider and more diverse customer base.

5 Test and refine the brand guidelines adaptation

The final step in adapting brand guidelines to a new product line is to test and refine the brand guidelines adaptation, based on the feedback, data, and results of the launch and marketing campaigns. You can use various methods and tools, such as surveys, interviews, focus groups, analytics, and A/B testing, to measure the performance, impact, and perception of the new product line and its brand elements. You can also compare and contrast the new product line with the existing ones, and with the competitors, to identify the strengths, weaknesses, opportunities, and threats of the brand guidelines adaptation. By testing and refining the brand guidelines adaptation, you can ensure that the new product line is consistent, relevant, and differentiated, and that it delivers on the brand promise and value.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?