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

You have your 🍨preferences when it comes to colors, design elements, the right and wrong use of video. Lately, however, I’ve been taking notice of a ver🔯y different type ♋of company and their websites.

Yes, that's the plural.

Multi-brand companies have a unique challenge when it comes to t🦂heღir web presences -- How to fe🎃ature all of their brands in a way that provides a great 168极速赛车平台:user experience.

It’s hard 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 average consumer may not even awaꦐre that a company has multiple🐓 brands.

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 loy🌠al customers and enticing them to extend their brand loyalty 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 ha🦩ve to find a way to differentiate, but also seamlessly transition their audience from one brand to another.

These are daunting challe💮nges 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 think about some of the websites I’ve visited ಌwith multi-brand strategies, the retail fashion woꦜrld quickly comes to mind.

These days, most clothing companies have multiple bran༺ds under their umbrella.

It seems as though this 🀅industry has managed to successfully create websites that create awareness of their multiple brands, but also creates a seamless user experience when it comes to explorin🐼g and shopping across them.

Fu𒁃rthermore, while retail fashion does seem to lead the pack when it comes to multi-brand websites that work, there are some notable companies outside of that industry that are making impressive strides.

5 Companies winning multi-brand websites

Of course, talking about "great" websites is certainly subjective. However, the five exa🀅mples I am about to provide are sites that stood out to me for their ability to overcome the challenges listed above.

1.

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

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

Much of this brand awareness can likely be 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, hig🗹hlighting all of the Gap Inc. brands.

Another area where Gap Inc.’s website is greไat 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 your𓆉 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 itself, but in recent years, its other b🅰rand, Aerie, has gained momentum, offering a 🐲more comfort-based line of apparel, geared toward the "athleisure" trend.

AꦺE.com has done something similar to Gap Inc., 𒁃featuring both of their brands in the top left navigation of the website.

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

Below, we're got AE on the left and Ae🗹rie on the right. Notice the similar layout and design themes.

 3.

Pottery Barn is a company that is takinꦬg multi-brand to another lev💞el.

Within the Pottery Barn brand t꧋here are four sub-brands, PB Apartment, Pottery Barn Kid༒s, PB Teen, and Pottery Barn Dorm

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

When it comes to a multi-brand website, Pottery Barn has managed to highlight all of the brands in the WS family in the site naviꦕgation.

Plus, it does so in a way that ensures the visitor is r꧑ecognizing 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 options. 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 this 🍌much ꩲcontent, 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 popular and critically-acclaimed shows shine, but also makes sure you kno⛦w which brand within the organization it comes from with some subtle branding.

Incorporating the individual logo or channel name into featured box ens🅰ures that visitors know where to tune in to watch.

💜This is powerful because it addresses the many brands💜 while maintaining the overall message that all of this amazing, diverse content comes from Max.

5. (Entertainment Arts)

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

With titles including Madden, FIFA, The Sims, and theಞ Mass Effect series, each game “brand” has its own l🦩oyal fans and even culture.

Where EA utilizes the top of the൩ page for their featured game, the rest of the site focuses on the various game brands, with content targeting each brand’s fans.

The 🐓conten🌳t targets the specific audience while highlighting other games in a way that could generate interest from someone unfamiliar with the entire EA catalog.

A great multi-brand website is within reach

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

Kee﷽p these key things in mind when de๊veloping your own, unique multi-brand website strategy:

• Feature your brands in one place, sucജh 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, creat𝓀e engaging cross-brand content, that can be attributed to the individual brand without taking away from the brand family.

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