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My background isn’t in marketing/branding/PR but I’m being thrown into an engagement for a small organization who has many different sub-brands. I now how to give them high level guidance on how to ensure their branding and message is consistent. Any resources/books you’d recommend I could crash course this on?

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Take a look at david aaker’s work on brand architecture. It’s a strategic exercise in which you assess what is the parent company’s business strategy, and then build the architecture based on that strategy. If the sub-brand doesn’t directly support that strategy then it’s probably not worth spending the marketing dollars to keep its external facing brand alive - it could be folded into another more purposeful sub-brand. Let’s say for example parent company is all about selling affordable home goods, then each sub-brand should be a derivative of that in some way, eg affordable furniture company, affordable kitchenware company, etc. be suspicious of any branding that deviates from supporting the masterbrand

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How brands grow by Byron Sharp

I wonder why I'm not thrown into a project like this.. Positioning (the battle for your mind) - about marketing positioning and messaging. The different sub brands, do they have the same brand positioning? If not, I don't think we can expect the same messaging.

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