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Learn the keys to expanding your brand effectively with these real-world examples!","What is brand extension? A brand extension is a strategy in which an established brand uses its existing name, recognition, and equity to launch products or services in a new category or market. It allows companies to reduce the cost and risk of new product introductions by leveraging existing consumer trust. Brand extensions range from […]","What is brand extension? A brand extension is a strategy in which an established brand uses its existing name, recognition,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-extension\">What is brand extension?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand extension is a strategy in which an established brand uses its existing name, recognition, and equity to launch products or services in a new category or market. It allows companies to reduce the cost and risk of new product introductions by leveraging existing consumer trust. Brand extensions range from closely related product lines to entirely new industries, and their success depends largely on the fit between the parent brand and the new offering.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That fit starts with a strong foundation. \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--types-of-brand-extensions\">Types of Brand Extensions\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand extensions come in various forms, each with its own set of advantages and challenges. Understanding these different types can help companies choose the right strategy to expand their brand successfully. Here are some common types of brand extensions:\u003C\u002Fp>\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Line Extensions\u003C\u002Fstrong>: Introducing new products that are closely related to the existing product line, catering to different consumer preferences or offering new variations.\u003C\u002Fli>\u003Cli>\u003Cstrong>Brand Lifestyle Extensions\u003C\u002Fstrong>: Expanding product or service offerings to fit with the brand’s portrayed values or distinct way of living, creating a more comprehensive brand experience.\u003C\u002Fli>\u003Cli>\u003Cstrong>Complementary Product Extensions\u003C\u002Fstrong>: Launching new products that complement the existing ones, enhancing the overall brand offering.\u003C\u002Fli>\u003Cli>\u003Cstrong>Company Authority Extensions\u003C\u002Fstrong>: Leveraging the company’s established authority in a particular field to introduce new products or services in related areas.\u003C\u002Fli>\u003C\u002Fol>\u003Cp class=\"wp-block-paragraph\">Each type of extension has its own unique benefits and potential pitfalls, and the choice of extension depends on the company’s goals and target audience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Line Extension\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A line extension is a strategic move where a company introduces a new product or service that is closely related to its existing product line. This approach allows companies to cater to different consumer preferences or offer new variations of an existing product. For instance, a shampoo brand might introduce a new line specifically designed for different hair types, such as dry, oily, or curly hair.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it works:\u003C\u002Fstrong> Line extensions can be highly effective because they leverage the existing brand equity and customer base. By offering a wider range of products, companies can increase their market share and revenue. Existing customers are more likely to try new products from a brand they already trust, making it easier to achieve success with a line extension.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Brand Lifestyle Extension\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A brand lifestyle extension involves expanding a company’s product or service offerings to align with its brand’s values or distinct way of living. This type of extension aims to create a more comprehensive and immersive brand experience for consumers. For example, an outdoor gear company might extend its product line to include clothing and accessories that fit with its brand’s outdoor lifestyle.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it works:\u003C\u002Fstrong> Brand lifestyle extensions can significantly boost brand awareness and customer loyalty. By offering products that resonate with the brand’s core values and lifestyle, companies can create a deeper connection with their audience. This strategy not only enhances the overall brand image but also encourages consumers to fully embrace the brand’s lifestyle, leading to increased engagement and sales.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By understanding and strategically implementing these types of brand extensions, companies can effectively stretch their brand and achieve long-term success.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--benefits-and-risks-of-brand-extensions\">Benefits and Risks of Brand Extensions\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand extensions can be a powerful tool for businesses looking to expand their product offerings and reach new customers. However, like any business strategy, there are both benefits and risks to consider.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you want more information about branding, check out my complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\" rel=\"noopener noreferrer\">branding guide\u003C\u002Fa>.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--successful-brand-extension-strategy\">Successful Brand Extension Strategy\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A successful brand extension strategy requires careful planning and execution. Here are some key considerations to keep in mind:\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--creative-examples-of-successful-brand-extensions\">Creative examples of successful brand extensions\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following brand extension examples are interesting ways that brands have attempted to stretch their brand further. Take note of what worked and why.\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Complementary Product Extensions\u003C\u002Fstrong>: Launching new products that complement the existing ones, enhancing the overall brand offering, is known as a complementary product extension. For instance, Nike’s introduction of sports accessories alongside their footwear and Colgate’s launch of toothbrushes to complement their toothpaste are prime examples. These extensions enhance customer loyalty and generate new revenue streams by offering additional value alongside existing products.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3 class=\"wp-block-heading\">1. Arnold Schwarzenegger Supplements\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"222\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190033\u002Fbrand-extensions-4.png\" alt=\"Arnold's supplement line.\" class=\"wp-image-52385\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190033\u002Fbrand-extensions-4.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190033\u002Fbrand-extensions-4-450x167.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>Arnold Schwarzenegger, the famous bodybuilder and actor, took his talents, his name and his muscles to the sports supplement industry with a line of signature products that everyone could use, giving them a chance to take the same muscle-exploding nutrition as him.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> This brand extension had a leg up on other extensions because it not only played on Arnold’s celebrity status but also aligned with his core brand as a champion bodybuilder. It made use of his expertise, making it easy for Arnold to extend to the supplement industry, creating a product that people could identify by his name and image.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Harley Davidson T-Shirts\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"451\" height=\"589\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190032\u002Fbrand-extensions-5.png\" alt=\"A Harley Davidson shirt.\" class=\"wp-image-52386\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190032\u002Fbrand-extensions-5.png 451w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190032\u002Fbrand-extensions-5-345x450.png 345w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>The Harley Davidson brand is known for having the market of luxury motorcycles cornered, since they’re the only ones who can make the bigger models function and sell. Putting their logo onto other merchandise seemed like a no-brainer brand extension.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> The thing about Harley Davidson is it’s a \u003Ca href=\"\u002Fblog\u002Fcult-brand\" rel=\"noopener noreferrer\">cult brand\u003C\u002Fa>, with many followers willing to buy exclusively Harley for the rest of their riding lives. This loyalty made an extension completely natural, and it worked on t-shirts because Harley Davidson is an established brand with a strong reputation. Now the brand’s riders and fanatics could show their Harley support while riding their bikes.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Snickers Ice Cream Bars\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"994\" height=\"600\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-6.png\" alt=\"The Snickers Ice Cream package.\" class=\"wp-image-52387\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-6.png 994w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-6-450x272.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-6-768x464.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>Snickers candy bars have essentially stayed the same throughout the years, both in the recipe and their size and shape. Sure, there are slight variations (fun-size for Halloween), but for the most part, it is a stable, unchanging product. That is, until they attempted an extension to ice cream bars.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> Snickers was able to move into the freezer section with a similar but different product, making it one of the most successful brand extensions in the candy industry. While its classic candy bar remained a hit at the cash register, people who wanted the same great flavors they were used to in an ice cream bar form surely enjoyed this extension.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Pokemon Toys\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"610\" height=\"376\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-7.png\" alt=\"Pokemon action figures.\" class=\"wp-image-52389\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-7.png 610w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190031\u002Fbrand-extensions-7-450x277.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Pokemon was an extremely popular kids television program, an animated show featuring creatures each with their own special unique powers. Like many popular kids shows, it seemed only natural to offer toys that the fans could buy and collect.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> The Pokemon TV show is about collecting many different characters, so it would make sense that the toys would be so sought after for fan collections. The action figures were nearly endless thanks to the show’s many different characters available. There was almost no limit to the amount of merchandise in toys the Pokemon brand could come up with.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-5\">5. Tide Stain Remover Pen\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"460\" height=\"460\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-8.png\" alt=\"Tide Stain Remover pen.\" class=\"wp-image-52390\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-8.png 460w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-8-450x450.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-8-150x150.png 150w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>The Tide Stain Remover Pen was a brand extension that took the main benefit of Tide products and put their efficacy to use in a new item, giving people an on-the-go way to clean their clothes without having to do laundry.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> When a brand has cemented itself as something, it becomes easier for brand extensions to be effective. In this case, Tide had become very well-known as an effective laundry detergent, making it easier to extend the same brand name to a different item, the pen.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">6. George Foreman Grill\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"741\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-9.jpg\" alt=\"A picture of George Foreman by his signature grill.\" class=\"wp-image-52391\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-9.jpg 950w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-9-450x351.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190030\u002Fbrand-extensions-9-768x599.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>The George Foreman Grill is one of the better selling products in the realm of ‘as seen on TV’ items, since it’s so convenient, has a celebrity brand attached to it and is effective as a grill. It touched on the idea of convenience before it had become a consumer hit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> Similar to the Arnold Schwarzenegger supplement line, the George Foreman grill relies on celebrity status to extend a brand. However, unlike in the case of the Arnold muscle-building products, George Foreman isn’t showcasing his proficiency. Instead, he’s showcasing his name and popularity. People recognize the George Foreman brand thanks to his celebrity status as a boxer, making this a successful brand extension. This helped up the perceived quality of the grill.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">7. Reese’s Puffs Cereal\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-11.png\" alt=\"A young man eating cereal.\" class=\"wp-image-52393\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-11.png 800w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-11-450x253.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-11-768x432.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>Similar to the Snickers Ice Cream Bar, the Reese’s Puffs cereal essentially modified the physical being of a product. It banked on the fact that it could take an extreme idea and modify it to a reasonable medium.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Why it worked:\u003C\u002Fstrong> The marketing campaigns Reese’s ran almost wrote themselves, with commercials that showed shocked consumers seeing this brand extension. The reason this extension worked is it managed to bring a candy product to life in a cereal, showcasing a successful brand extension strategy by leveraging brand recognition and strategic planning to achieve favorable outcomes without overwhelming the consumer with the sweetness expected.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that we’ve seen some extensions that worked, let’s take a look at some that didn’t.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--flops-and-failures-in-brand-extension-strategy\">Flops and failures in brand extension strategy\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following brand extensions ended up flopping, unlike the successful brand extensions we discussed earlier. Use these as a cautionary tale to avoid mistakes.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Heinz Purple Ketchup and Pepsi Crystal\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"620\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-13.png\" alt=\"Heinz purple ketchup and Crystal Pepsi.\" class=\"wp-image-52394\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-13.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-13-435x450.png 435w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>These two are basically the same brand extensions from different brands, so I grouped them together. Pepsi is a brown color, Heinz Ketchup is red. Those are facts of life like the color of the sky, at least in terms of the customer’s mind. However, one day both these brands changed the texture of their product, creating a purple ketchup (Heinz) and a clear soda (Pepsi).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>What went wrong:\u003C\u002Fstrong> Customers are often able to enjoy a brand extension because it serves a purpose other than novelty. There is no purpose to either of these extensions other than flash and noise, and as such, they failed.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">LifeSavers Soda\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"375\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-14.png\" alt=\"Lifesavers soda.\" class=\"wp-image-52395\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-14.png 500w, \u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190028\u002Fbrand-extensions-14-450x338.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cbr \u002F>\u003Cstrong>What went wrong:\u003C\u002Fstrong> This one seems puzzling on the surface, especially when we consider that Reese’s Puffs cereal is a similar brand extension that was successful. However, there are some minor differences we must take into consideration. First, in the case of Reese’s to breakfast cereal, chocolate breakfast cereals weren’t unheard of at this time (Cocoa Puffs, etc.) making the jump much more stable. Soda on the other hand isn’t meant to taste all that sweet, at least not to the point where you’re drinking candy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When it came to Lifesavers soda, it might have done okay if customers got to try before they buy, but as it was, they just couldn’t stomach the idea of drinking what they perceived to be an overly-sweet soda.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--final-thoughts\">Final thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">As you can tell from the examples above, successful brand extensions are like an elaborate maze with tons of traps and dead ends.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On one hand, brand extensions are risky. On the other, there are plenty of brands that are able to make them work. If you’re willing to put in the right effort and plan ahead, you might be able to pull it off. Good luck!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_extensions\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190027\u002Fbrand-extensions-15.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190027\u002Fbrand-extensions-15-450x263.jpg","An arrow of people.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F16184322\u002Fovercome-leadership-objections-feature-2-450x236.jpg",68136,"the-oldest-logos-that-still-exist-today","The oldest logos still in use today","Discover the world's oldest logos still in use today, from Stella Artois' 1366 horn emblem to Coca-Cola's iconic cursive. Explore the 25 most enduring brand identities and what makes them timeless.","\u002Fblog\u002Fthe-oldest-logos-that-still-exist-today\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-47-450x300.jpg",24663,"brand-authenticity","Brand authenticity examples: How customers uncover your brand truths","Brand authenticity is achieved when genuine brands are truthful to customers. Here are five tips to guide your brand authenticity journey.","\u002Fblog\u002Fbrand-authenticity\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F09\u002F19195837\u002Fadult-beautiful-blur-935756-450x300.jpg",18836,"build-a-great-brand-inside-and-out","Build a great brand inside and out","You need to organize your content so you can narrow in on the perfect shot and quickly select the best images for your marketing projects.","\u002Fblog\u002Fbuild-a-great-brand-inside-and-out\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790658099911]