Creating a brand within a brand

Both a blessing and a curse is creating a brand within a brand. For myself, I have two brands that I fit my Health Coaching within: Herbalife and Derbalife.

Huh?

Yes. Herbalife is the large face of Nutrition that I work under. I am a Health Coach and I utilize the Herbalife nutrition and resources. Herbalife has been promoting health and wellness since 1980 and are the top nutrition company in the world. I have a strong brand to stand with.

Derbalife is a brand within the brand. Kristen Adolfi created the brand “Derbalife” three years ago when she began focusing on the health and fitness of the roller derby community. It started as a joke within the LA Derby Dolls and now has expanded to a worldwide recognizable name within the derby community.

So, in the everyday community I must create an image of Kristie Grey, Herbalife Health Coach. Then, in the derby community I must create the brand of Merry Khaos, Derbalife Health Coach. It sounds redundant, but it is necessary. The regular person at the gym is not going to recognize Derbalife (or may feel alienated by it). Something similar will happen with derby folks – they recognize Derbalife. They may think Herbalife is something different so I may have to work twice as hard to get their attention.

It is an interesting balance to work within two brands of the same company. Creating my own image as a Health Coach is reliant on the brands I work within, but then I must create my own path. Sports nutrition? Wedding parties? Weight loss? How do you tell people that you do it all without seeming to spread yourself too thin?

Primary audience and secondary audience are in the works. For now, I will work on getting every client I can and helping them get the results they deserve. The branding will have to be balanced as I go. So far, people who who have contacted me about getting results are not as concerned with the logo on my business card. I hope that continues!

See my Herbalife website here and have me as your own health coach!

 

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2 thoughts on “Creating a brand within a brand

    1. Hey there, thanks for stopping by the blog. It’s a work in progress. This is my personal blog, but it started as an assignment in my Advanced Public Relations class. This is why you see a mix of marketing, PR, health and derby topics littered throughout. I do my best to keep the writing concise and interesting. I can get wordy, and that is troublesome to deal with.

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