Can the group's companies share a web platform and still maintain their brands?
Blog
2 min
Blog
2 min
When a group wants to consolidate its websites, a common concern is that the companies will lose their identity. However, a shared platform does not mean that all websites have to look the same. Here we explain how multiple brands can share technology and features while still having their own expression.
What's shared and what's unique
The basic principle is that the elements guests and customers don't see are shared, while the elements that define each brand remain unique to each company.
|
Shared across companies |
Unique to each company |
|---|---|
|
CMS and content editing tools |
Visual identity, including colours, fonts and logo |
|
Building blocks and page templates |
Images and videos |
|
Features such as forms, search and news archives |
Tone of voice and copy |
|
Integrations with other systems |
Domain name |
|
Hosting and security updates |
Homepage content and structure |
How it works technically
In a CMS like Umbraco, multiple websites can run from a single installation, each with its own starting point and domain, as explained in Umbraco's documentation. The websites use the same library of building blocks, such as a large hero image with a heading at the top of the page, a contact form or a news listing.
The appearance is then controlled by a theme for each brand. The theme includes the company's colours, fonts and logo. This means the same image block can look completely different on two websites, even though it has only been developed once. When the building block is improved, all websites benefit from the update at the same time.
Shared content can also be reused. A policy or a text about sustainability can be updated in one place and displayed on all websites where it is needed.
How we helped Atle
Atle owns and invests in active fund management companies. Previously, the companies had separate websites, which meant shared information had to be updated in multiple places. Toxic is now developing a new Umbraco platform that brings four companies together in one shared solution: Atle, Atle Fund Management, HealthInvest and Humle Fonder.
Central content, such as policies and sustainability information, is updated in one place and automatically published across multiple websites. Content editors can choose which websites a news article should appear on. At the same time, each company retains its own visual identity, and the structure is designed to accommodate additional fund managers in the future.
Anna Marcus, Head of Communications at Atle, sums it up: "The platform is built to grow with us." Read more about the project.
Want to bring your companies together without losing their individual brand identities?
Toxic develops shared Umbraco platforms where each company retains its own identity, as we have done for the Weland Group and Atle. Learn more about how we help corporate groups.
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