Know-How Exchange : Branding

Who is your primary target audience? Where? This will make a big difference in how you balance the emphasis on individual products/brands and the company brand.

Generally if the individual products appeal to different audiences and needs, you will want to keep them each focused on their own niches. If they appeal to the same audience and need, then there could be a case for branding the company.

Note that if your situation is the latter, you may want to merge the different product lines under the strongest brand identity and drop (or phase out) the others.

Moderator's comments correct. Think issue as investment: now you have allocated $XXXX into your brand account and re-branding will make most of it disappear.
So careful what you decide. Historical evidence does not support re-branding projects. Especially when it comes to company brand, not product brand. Consistency makes the king. In herbal usually the main ingredient is the main issue customer's are looking for. Brand is the quality assurance - product keeps it promise year after year.

Before starting anything you need to decide your target audience. What products or services are you looking for and your competitor as well. I agree with both of them.