BRANDING FUNDAMENTALS

8. Partnerships

Want to go quick... go alone
Want to go far... go together

Let's look at how working with the right partner can help your brand grow and break new markets.

|||A Thread||| https://twitter.com/Concept2Brand/status/1338466506758365185

Affiliate marketing and collaborations I feel are very similar.

Famous in their own right on different platforms.

Affiliate marketing as we all know on Twitter, Collabs more so on the visual platforms, IG & YouTube.

They both however make the most of utilising the audience of others.

An audience that aligns with your goals but for which you don't have access to yet.

You benefit from that previously untapped audience, they benefit by commission, payment or free product/service

For affiliate strategies, as long as the messaging and product doesn't change, there isn't really a detrimental impact.

You are growing your brand by people believing in it not only enough to buy it, but also show it to others.

Collaborations I would recommend a little more caution, finding the right people to collaborate with is crucial and also ensuring their audience is closely aligned with your audience.

Otherwise your product will just not resonate.

In the past I have avoided larger accounts on IG that ask for payment, not because it's cheap

But because once they're charging they will promote anything for a price

A collaboration should be as authentic as possible otherwise you would just pay for the largest audience

That leads on to influencers, the way IG is moving to a completely monetised platform, authentic micro influencers I truly believe is the way go.

A true authentic collab with 5-10 accounts with to 5-6 thousands followers...

... will get you much more engaged reach than paying a 60,000 account that promotes anything for a few hundred pounds.

Those accounts should also be treated like VIPs as they will become brand champions, they will go above and beyond for your brand because they like how you treat them and see it more than a business transaction.

If you are partnering with another brand you want something that complements your offering

Doggy Apparel X Doggy Grooming
Comfy Blankets X Custom Socks
Small batch jewelry X Leather Goods

You get the idea

You want to approach brands in the same reach as you, I'm sure every small fashion brand would love to collab with Nike or Louis Vuitton but it's not going to happen.

I think a difference of 50% is fair game.

1,000 to 1,500
10,000 to 20,000
50,000 to 100,000

Collaborations are common practice now, usually linked with a competition.

Due to their popularity competitions have spiraled out of control with their demands.

Follow us, post on our story, tag three friends, drive to France, complete a Rubix one handed.

So if you are doing a collab with a competition, make sure your demands match the prize.

Working with someone or another brand is a great way to grow your reach.

Just make sure their audience aligns with yours, that it will benefit both parties, and that you aren't sacrificing integrity for views.

A burst in sales may last a couple days but the negative effect of working with the wrong partner can be hard to repair.

For a full break down a partnership strategy and things to avoid check out the up an coming branding strategy https://gum.co/WrFVl