12/08/2026
A question that comes up more often than you'd think: when a business adds a new service, does it need its own website?
Usually not. But sometimes the existing name quietly works against the new offer, and that's expensive in a way that never shows up in the numbers.
Tank Clad has spent over twenty years lining and cladding tanks and buildings for industrial and agricultural clients. Much of what that work needs, the trades, the access equipment, the experience of working on live premises, also covers industrial building maintenance and repair. So expanding into it was a natural step, and IBM&R was set up to do exactly that.
The two sell to different people, though. Someone who's had a digester relined isn't automatically in the market for a maintenance contract on their factory, and more to the point, a facilities manager sourcing building maintenance who lands on a site called Tank Clad has to work out whether they're in the right place. Most won't spend long on that. Every enquiry lost that way is lost silently, which is exactly what makes the mistake easy to make.
So IBM&R got its own name, domain and pitch, with the visual branding carried over from Tank Clad. Separated where separation helps, joined where connection helps. Splitting a brand isn't all or nothing.
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Full case study:
A second website for a second business, launched off the back of Tank Clad's capability but sold under its own name, because the two serve different buyers.
