​​How to start co-branding? An important part of marketing strategy after the Pandemic?

Photo by Denys Nevozhai on Unsplash

Co-branding is an excellent way for companies to leverage each other’s strengths and collaborate on a shared marketing strategy. Co-branding can lead to double engagement, expansion of fan bases, and media coverage. Especially after the pandemic, co-branding has become an essential part of marketing strategy. In this blog post, we will discuss how to start co-branding and its importance.

The first step to starting co-branding is to get your brand story well-told and branding consistent. Your brand story is what sets you apart from your competitors, and it’s what your potential customers will remember about you. Branding consistency is essential for creating a cohesive image and making your brand recognizable across all channels.

Once you have a consistent brand image, you need to look for the right partners to collaborate with. A small brand can look for partners in different industries, such as banks or insurance companies, as a corporate gift. For example, a boutique chocolatier could partner with a bank or insurance company to create a co-branded gift for their customers. Some of the successful co-branding cases like Red Bull with Go-Pro and Uniqlo with Merimekko. 

Uniqlo x Merimekko Campaign.

Uniqlo is a Japanese fashion brand known for its simple, functional designs, while Marimekko is a Finnish textile and clothing company known for its bold, colourful patterns. Together, they created a line of clothing featuring Marimekko’s iconic prints, which were sold exclusively at Uniqlo stores.The collaboration was a success, with the line selling out quickly and generating buzz in both the fashion and design communities. The partnership was praised for combining Uniqlo’s expertise in creating high-quality, affordable clothing with Marimekko’s unique patterns and design aesthetic.

Red Bull x Go-Pro Campaign.

The co-branding campaign between Red Bull and GoPro was a highly successful collaboration between two companies that shared a passion for extreme sports and adventure. Red Bull is a well-known energy drink brand that has been involved in extreme sports sponsorships for years, while GoPro is a company that specializes in action cameras that allow users to capture their adventures from a unique perspective.

The collaboration between Red Bull and GoPro involved a number of different elements. For example, Red Bull sponsored a number of extreme sports events around the world, and GoPro provided cameras that were used to capture footage of the athletes in action. This footage was then used in Red Bull’s promotional materials, including television commercials, social media posts, and other marketing materials. The Red Bull x GoPro co-branding campaign was a success for both companies. It allowed Red Bull to further cement its position as a leader in extreme sports sponsorships, while also giving GoPro access to a wider audience and helping to promote its products to a new generation of consumers.

The Importance of Synergy and Collaboration in Co-Branding for Marketers and CEOs:

When looking for partners, it’s crucial to ensure that there is no conflict of interest and that both brands have a similar target audience DNA. This synergy is essential to creating a successful co-branded campaign that resonates with both brands’ audiences. A baker, for example, could be part of a corporate gift campaign that complements a larger brand’s campaign, such as a coffee company.

However, even if a co-branded campaign is not possible, being part of a larger brand’s campaign as a supplement can still provide significant benefits. This type of partnership can lead to increased exposure and a broader customer base.

It’s also essential to never stop looking for opportunities to collaborate. Many quality brands are seeking ideas and are open to partnerships. As a marketer or CEO, you should always be on the lookout for new opportunities to collaborate with other brands. 

In conclusion, co-branding is a powerful tool that can help small brands increase their reach, gain new customers, and create a stronger brand image. To start co-branding, small brands should focus on getting their brand story well-told and branding consistent, look for the right partners, ensure synergy between both brands, and never stop looking for new opportunities to collaborate. By following these steps, small brands can create successful co-branded campaigns and reap the benefits of collaboration.

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