Question

Topic: Branding

Expansion

Posted by Anonymous on 6/19/2012 at 11:42 PM ET 500 Points
Hello,

I currently own a successful sports massage therapy clinic. We cater to the athletic minded individual that is seeking injury care or looking to enhance athletic performance. I feel like I have done an excellent job targeting this niche market, and opening an identical satellite location wouldn't be beneficial.

With that said I am considering opening another massage therapy clinic that offers therapeutic massage along with a few massage modalities such as stone massage, bamboo massage as well as fascials. I would like to maintain the healthy lifestyle theme, but don't want to scare away the non-athlete (we do a pretty good job of doing that at our existing location because of branding and the clinic like atmosphere):

My dilemma is do I start this new business from scratch or can I rebrand at the new satelitte location. Essentially have one location as an "injury clinic" location as a "spa" - ultimately something that is more relaxing.

In my eyes the benefits of maintaining the same name and simply shifting the emphasis at the new location is:

1) our website is ranked first page
2) our sports clinic has a great reputation

The cons:

1) might be confusing to the customer

The clinic name is Massage Athletica.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 6/20/2012 at 1:35 AM Accepted
    If you're already "scaring away" non-athletes, I would rebrand and solely identify the new business. I know it's a challenge, but you don't want to risk chasing away business.

    Another option is to reconfigure your current business model to create an umbrella that features "spa" and "athletic therapy" sections.
  • Posted by mgoodman on 6/20/2012 at 8:33 AM Accepted
    Whenever the primary target audience and/or the core positioning benefit are different, you need a separate brand identity. Otherwise you'll have one of two problems: (1) You will diffuse and weaken your current brand; or (2) You will mislead or confuse the target audience for your new brand.

    Of course, if you have a meaningless brand name and fuzzy identity to begin with, then it doesn't matter. In your case, though, it sounds like you have a strong identity for the current business, and your new business needs a new name and brand positioning.
  • Posted by peg on 6/20/2012 at 11:27 AM Accepted
    You definitely want to create a new brand. Here's why:

    1) It's a different line, and a different market, from your existing, well-defined brand. Anything short of a separate identity will limit its success because it will be shackled by the other ill-fitting identity.

    2) While your existing clinic may not benefit from a second location, a spa is more likely, in the long run, to expand and develop multiple locations. This is an additional reason it requires a strong brand of its own.

    3) Having said that, you can give it a related name to create a family of brands, if you like. Think along the lines of "Spa Therapeutica." That would leave you a path for expanding into additional new directions in the future, perhaps proprietary product lines such as Tea Aromatica, Skin Purificata, Body Vitamina, etc.

    Your business instinct to find scalable efficiencies between the two commercial enterprises is laudable, but you'll be better served to gain those efficiencies from the back end -- bookkeeping, purchasing, computer systems, service contracts, etc. -- rather than to imagine a second, new consumer audience will provide it to you. Remember, you're appealing to a fresh audience that doesn't relate to the first brand. Make sure your new brand is about them, not about anything else.

    Hope these thoughts are helpful to your deliberations. Best of luck to you!

  • Posted on 6/24/2012 at 11:03 PM Author
    thanks for your input
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