Brand collaboration When used correctly and appropriately, strategic brand collaborations , or partnerships, can be an extraordinarily effective way to build your business. Collaborating For Freshness When Janet Hayes became president of Williams Sonoma in 2013, she asked herself what she envisioned as the future of the brand. Barrett immediately started thinking about how to capitalize on this. How to Find Brands to Collaborate With “How do you take a brand that's 61 years old and keep it cool, fresh and relevant?" Even the most successful companies have benefited from participating in a joint project or venture with another complementary brand, and consumers are increasingly more receptive to the collaborative approach. Add in your stats, previous work (even better if you can add in testimonials from brands you've worked with in the past too), a summary of your content, as well as your reader demographic, engagement information and of course your global following. Set Expectations Early 10 Different Types of Brand Elements, What is Brand Brief? Today her brand is in over 4,000 restaurants and coffee shops across America. Just because a brand looks great on social media or has mass appeal to their audience it doesn’t mean that it’s the right collaboration opportunity for your brand. The rise of brand/artist collaborations in recent years says a lot about where branding is headed. This philosophy starts in-house, as they pay attention to people involved in every process of production. All rights reserved, Insights and Inspiration to Help Grow Your Business. Hence, the aspect of collaboration provides impetus to the factor of knowledge sharing that helps both the brands to enhance their creativity levels and come up with the product that is path-breaking in nature and ideation process utilizing their respective elements of knowledge and expertise. At first, she gave him free rein to create what he liked but had to reassess when he presented her with a file with 60 colors and multiple shapes. Now they look for collaborations where everyone wins, where they don't have to compromise their creative vision. Young people are constantly seeking great, authentic creative ideas and content, so we always aim to make stuff that truly excites and engages the intended audience – when we enter partnerships it has to be the best work we have ever done, every time. Neuro-Linguistic Programming (NLP) – Definition, techniques and Benefits, Agile Leader – Meaning, Role and Characteristics, Over the last decade, the businesses have been exposed to the most dynamic and volatile conditions of the, The customer nowadays is quite aware and enlightened about the market conditions and the, Initially, it was the case that only the start-up companies were going for the route of Brand Collaboration as they required an impetus to their growth trajectory plus an attachment of a strong. These partnerships allow brands to enter new markets more confidently and increase brand awareness in a more efficient way. Brand collaborations can have a huge return—but they work best if you first understand the basics. And the collaboration helps both the brands to widen their customer base as the target market and customers of both the brands are tapped with the common goals and motives of higher sales and elevated profits. Let's stay in touch :). Working with brands as a blogger. The most effective marketing collaborations are when the very essence of the brands involved genuinely work well together. Your media kit should be an extension of how you want other people to identify your brand. Keep sharing. Connect with brands looking to promote their products and services through the relationship you have with your followers, then collaborate on campaigns that can increase your engagement. ", According to Hayes, the key to a happy partnership is being clear what both sides are looking for—for example, audience, impressions and growth—and making sure that the partnership will meet expectations. You know what I’m talking about… the infamous and ever ambiguous brand collaboration offer. The possibilities for collaborations really are endless, and often the best brand collaborations are multi-layered using multiple different techniques to reach and engage each party’s audience most effectively. “I'm usually face to face with whoever we do it with for a while before we go from dating to committing," she said. With a new structure in place, Robertson created a line of mermaid-themed floats, which sold well and garnered press attention from outlets such as The L.A. Times. Particularly popular in the fashion industry, brand collaborations have become a regular and common design and marketing strategy. Collaboration between companies on marketing initiatives can be hugely beneficial. What were once two separate playing fields are now overlapping more than ever before. In the summer of 2015, Funboy CEO Raquel Johnson Barrett's social media started blowing up. The collaboration involved selecting 5 couples for a carpool karaoke style blind date in their very famous offering Ford Mustang. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. I love writing about the latest in marketing & advertising. And that is why it’s crucial to know how to pitch to brands for collaborations. Arguably one of the best parts about being a influencer is getting the opportunity to work with brands. According to Marketing91.com, brand collaboration, or a “collab,” as it’s called in the industry for short, is “the strategic alliance between two or more brands for curating a unique and specific product or service with an intention to carve a niche and attain a competitive advantage at the marketplace.” Do They Actually Work? “You're probably collaborating with someone who's an expert in what they're doing," Shook said. When you do find a brand that makes sense to align with, make sure that you always operate from the mindset of value. 3. Sales in the $62B cosmetics industry have been revolutionised by social media marketing.. The Brand Collaboration not only grabs the eyeballs of the industry veterans, peers, and market insiders but the customer base of both the brands are equally excited about the outcome of the collaboration. Please review. All users of our online services subject to Privacy Statement and agree to be bound by Terms of Service. Not only can it increase exposure for both companies, it can result in more leads and greater overall success compared to working on the same initiative alone.. You may even get better content as a result because while your business might be one of the best in its field, it’s not the best in every field. To think [collaborations] will be big every time is the wrong approach. This partnership might be with another brand (aka, a co-branded campaign) or with an artist, celebrity or influencer. When looking for bloggers or brand influencers to work with, you need to make sure their style and personality will work with your brand and that you have a similar amount of followers. Collaborations, when executed well, have a powerful effect on brand awareness, helping to build communities, networks and social media followings. Quite recently, the automobile car giant Ford had a unique Brand Collaboration with the hottest dating app of today’s time Tinder with an objective to promote its latest offerings to the young generation and enhancing the brand value and customer base. At the end of the day, nothing matters more than your customer, and that’s true for everything from packaging, to marketing campaigns, to—you guessed it—brand collaborations. Blurring definitions of ownership and the millennial love of … 2019 has emerged as the year of collaborations, with brands from Prada to The Bombay Canteen teaming up. And the business strategy of Brand Collaboration is the one of the best and go-to tool today. As the saying goes: Tell us who your friends are, and we’ll tell you who your brand … Make sure you look for the type of audience your partner brand is attracting and if you share similar values with each other. “We start collaborating with the people at the top—the menu starts with us, and then we discuss it with the kitchen crew and collaborate on every level." Sometime, five a day, sometimes none. How do brand collaborations work? “I feel strongly that we need to work with good honest people. Brand collaborations can have a huge return—but they work best if you first understand the basics. Your email address will not be published. How To Get Brand Collaborations. It can seem trite when businesspeople tell you that a successful collaboration depends on a good feeling instead of the bottom line, but when restaurant owners and chefs Jon Shook and Vinny Dotolo say this, it's based on an experience of a deal that went south. We look to partner brands that want to do amazing creative work. While the extra manpower is great, it also makes communication a bit trickier. The collaboration is just that: a collaboration between two people or entities that are benefiting from each other’s efforts. ", But that doesn't mean she forgets about due diligence. Plan the Entire Collaboration Process. Thanks. © 2021 American Express Company. A brand collaboration is a strategic partnership between a brand and another party. “How to Make Brand Collaborations Work for You” was originally posted by hint Founder & CEO, Kara Goldin, on LinkedIn here:. Research Other Brands. The Takeaway: When you work with experts, make sure you listen to them—they're there to make the process run more smoothly. Collaboration is a powerful tool for all small business owners, regardless of the industry you are in or the type of business you have. The collaboration was indeed a successful attempt with both the brands benefiting from one another creating an identity in the market. she said. Your email address will not be published. And for brands and artists alike, it’s a powerful joining of forces.The list of recent brand/artist collaborations is ongoing. It is the connections you form with others, and the different ways you collaborate with those people you formed connections with, that … Marked *, Copyright © 2020 Marketing91 all Rights Reserved, what is brand Strength increase brand awareness helping! That makes sense to align with, make sure you listen to them—they 're there to make it,! 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