Use one core brand + role/BU “packs” that tailor proof and fit signals without contradicting the main story.

Multiple business units can require different proofs and fit signals, but you shouldn’t become a different company every time. Define a core employer brand foundation (shared truths and standards), then create BU-specific role packs: what’s unique about the work, local proof, leadership style, and tradeoffs. Ensure shared guardrails: consistent tone, approved claims, and a common measurement dashboard. This keeps you choosable across segments without fragmenting trust.