Brand Collabs have become commonplace amongst some of the strongest organizations worldwide.
There’s a reason for that. Collaboration is a sound strategy in building credibility and exposure for your brand.
But how can you find the right partners to build strong brand collabs with?
Let’s break it down below.
1. Look For Brand Collabs With Organizations That Are Familiar With You
Before spending the time to build relationships from scratch, start by finding brands that already know of you.
How?
Brand24 has a monitoring tool that simply shows you which brands have mentioned your organization.
All you have to do is type in a keyword or your company name,
and you’ll find an array of mentions about your organization across different channels, like this:
And if you want to narrow down the sources of each mentioned, you can filter by clicking the ‘sources’ button, like this:
Since these organizations are already mentioning you in their work, they’re much more likely to be open to building longer term brand partnerships.
Reach out to them.
2. Find Brands With Shared Target Markets
Find brands that have similar marketing goals, similar audiences, and complimentary brand identity.
For example, if you’re a wellness technology brand like a personal training or meditation software, you can consider collaborating with certification bodies, or complimentary softwares.
Collaboration with other organizations can range from simple ‘shoutouts,’ a process where another company tags and promotes your company to their audience across social channels, like this:
to full-scale ad campaigns or long-term brand partnerships, like Uber and Spotify.
Customers with premium Spotify accounts can integrate the app with Uber and listen to their favorite tunes streamed from Spotify.
This helps both brands increase exposure and improve the user experience simultaneously.
And then there’s Go Pro and Red bull:
Both companies promote ‘extreme sports’ and this brand collab has led to some incredible footage and exposure for both sides.
One of my companies, CEOwned, has followed the exact same concept in partnering with ACE, a personal training certification body.
ACE provides their students with a slew of content from brand collabs with industry insiders that are experts in the space.
And CEOwned, an organization helping personal trainers scale their online brands, garners high exposure through providing valuable content to ACE’s audience.
3. Brand Collab Emails
To begin the process of brand collabs with other complimentary organizations that don’t yet know your organization, you’re going to need an ice breaker.
And there’s no better way to do that than with email.
That said, there’s a few key metrics you’ll want to follow to optimize response rate and initiate the relationships building process.
a) Connecting With The Right Stakeholders
Depending on the size of the organization, it might be more difficult to find the appropriate stakeholder to speak to.
So you’ll want to start by finding the executive directors of the organization you wish to partner by reviewing the page of directors on their website:
Then, you’ll want to narrow down to a few key C-suite executives.
In the partnership department, you’ll usually be looking for “Head Of Innovation”, “Partnerships Director”, “Director of Strategy and Partnerships,” and so on.
Here’s an example:
(Source: ACE)
From there, you’ll need to find their email address through an easy tool like Hunter.io by searching their first name, last name, and domain.
And just like that, you’ve found the contact information of the exact stakeholder you would like to connect with.
b) Email Content
When an organization is unfamiliar with your brand, it may feel complex to build credibility and ask for a connection all in one single email.
So let me show you an example of an email that we used within one of my organizations that has an 86% open rate and a 68% response rate:
And I received this response to that email:
Introduce yourself and your area of expertise/credibility, create a mutually beneficial offer, and propose a time to discuss the details over a call.
That’s Simple.
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Why Suite Innovators?At Suite Innovators, we are niche focused in helping wellness technology brands build a content strategy plan that illuminates their brand from the rest. If you’re a wellness tech brand and want to explore more about how we can help you, schedule a time to talk with us below
