Two brands are better than one: the power of buddying up

Two brands are better than one: the power of buddying up

One of the hardest parts of running a business is getting the word out there about yourself. Partnering up with a brand that’s already established is a great way to get an initial push and indeed add depth and colour to an existing organisation. After all, you are far more likely to buy things recommended to you by someone you trust, whether that’s a friend, a reviewer, or a brand you already love? By partnering with an existing brand, it’s possible to piggy back on the credibility a brand has already built with its audience. Brand partnerships also create a lot of noise, creating social media buzz, sending traffic to websites, creating news coverage and enhancing product visibility.

In addition, a brand’s assets are hugely important. The use of consumer data is now crucial, and the volume of a brand’s customer data is central to piquing the interest of prospects and sealing the deal. But this aside, to create an effective partnership, it’s vital that the brand or product is not only relevant but complements your own. A successful partnership sees brands raising each other’s profile, not competing for room in the spotlight.

This comes back to the importance of authenticity – something we’ve written about before. Back in January, more than a few eyebrows were raised when Ford announced its partnership with mobile dating app, Tinder. Ford, which has been around since 1903, collaborated with the dating app to create a promotional campaign where five couples were selected to go on a Carpool Karaoke-style blind date in a Ford Mustang. The – at first seemingly unlikely – partnership worked because each brand needed something only the other can provide; Ford benefits from Tinder’s ‘hot app’ status while Tinder piggybacks off Ford’s trusted reputation, heritage and brand equity.

Working together to create a meaningful partnership is not only financially beneficial, but also creates a multitude of content assets and unique experiences that bolsters the brand’s overall image, boosts awareness, and enables them to break into new markets.

Although finding the right partner is always important, perhaps it is never more so than joining forces with a charity. Consumers are quick to see through partnerships that exist purely for transactional gains rather than shared values It’s therefore even more vital to consider a charity’s mission statement, ethical policies and find organisations with common interests and goals – authenticity is vital. One organisation that has done this very successfully is Network Rail who partnered with the Samaritans with the aim of reducing the number of suicides on the railways. This has resulted in a reduction in railway deaths, increased awareness of the Samaritans and the issues around suicide and a reduction in costs for Network Rail.

One charity partnership that we’ve recently had the pleasure to work on is the marriage of children’s footwear brand, Chipmunks, with Roald Dahl’s Marvellous Children’s Charity. This saw Chipmunks launch a brand-new capsule collection, including an exclusive pair of wellingtons and slippers featuring the charity’s mascot, Marvin the Marvellous Crocodile, with ten per cent of proceeds donated to support the charity’s work with seriously ill youngsters.

The mascot will also appear on all of Chipmunks’ shoe boxes, further endorsing the charity partnership. Roald Dahl is very much a part of the nation’s childhood and his stories alongside Quentin Blake’s illustrations are great fun – which is exactly what the Chipmunks brand stands for.

Could your business benefit from collaborating with another brand or social media influencer? Why not take the plunge and get in touch? You never know, we might find you the perfect match.

Posted: 13 September 2017

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