The way to think about it is as an opportunity, rather than a cost.
Instead of having two competing brands for the same customer, you now have the opportunity to target two segments of potential customers much more effectively.
Plenty of examples exist of multiple brands under the same umbrella targetting different customer groups. For example in drinks, look at how many brands Coca Cola own - and why they'd buy brands like Innocent to get to a different market group....
In finance, you might want to target one brand at younger consumers who will then grow into the other brand.
Or one for those on a lower budget, for example.
And that will naturally lead to different and unique content. I supply a huge amount of content for businesses, and my structure, language and tone has to be different for each one to appeal to the customers they want.