The decision
Require a clear audience or operational reason for a distinct identity. Compare the benefit with the ongoing work of maintaining names, assets, websites and information consistently.
Rehearse this before accepting the change
Present shared and separate-brand versions of the same service journey.
Use fictional examples and an authorised test environment. Record what happened, the evidence you inspected and any issue that still needs a responsible owner.
Choose a useful measure
Record whether separation improves understanding of the offer.
Agree the definition and baseline with the team doing the work. Review the result over a comparable period and note other changes that could affect it.
Your planning worksheet
Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.
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Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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