New division or new brand?

Q. How do I figure out whether to open a new division with a separate identity to offer new services or whether just to add them to my core brand?

A. If you know what your core brand really stands for then this question will be much easier to answer. If your new services fit in with what the market believes you already offer them, then it is very possible that you can offer under the current moniker. If you will be targeting a different audience or if you risk confusing or diluting your core brand then you might seriously want to consider a new brand for your new services. Of course there are other issues to consider but understanding the brand you have already built is the first step on the road to making this decision.