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If you have an existing business and are introducing a new offering, you probably don’t want to rebrand your business to accommodate it. But you do need to think about how your new offering fits in:

 Decide whether to introduce the new product or service under your existing brand or a brand of its own. If the new product or service strengthens your existing brand, introducing it under your existing brand name is probably best. If it’s likely to weaken your existing brand, creating a separate brand is probably best. See the earlier section “Grasping Brand Architecture Basics.”

 Identify your market niche for introducing the new product. How is the new product or service different from and better than what’s already available? If you decided to introduce it under your existing brand, how will it support and extend your brand?

 If you’re introducing the product or service as its own brand, be sure to position and define that brand. See Chapter 3 for details.

If a new product or service dilutes or clashes with your existing brand, create a new brand. Don’t try to expand your offerings with something that doesn’t fit.