The only time you should consider building and maintaining a different website for another brand is if these conditions apply:
- the secondary brand is significantly different than your other brands
- the other brand is targeted to different markets
- the purpose / need met for the secondary brand is substantially different
In most cases a competent Content Management System (CMS) can split the site into two branding themes that have a different look and feel for each brand. The benefits are in maintenance.
If you do want to separate the brands further, it is suggested to use sub-domains for the site. Using this method the foundation remains the same and the sub-domain differentiates brands.
For Example:
The main brand / organization entity is The Zirconium Company - or zirconium.com.
They have 2 main brands
- Zirconium Jewelry
- Cash for Gold Retailers
zirconium.com
is a simple site that highlights and educates the consumer about the corporate entity.
jewelry.zirconium.com
this site sells and markets the jewelry
goldforcash.zirconium.ccom
this site sells and markets the retail side
