How do you choose a brand partner that aligns with your values?

In my experience of 35 years, it is important to align your thoughts and messages before arriving at a brand identity. A brand partner is somebody who can connect the dots and understand the brand from within the organisation and its stakeholders and in creating a positioning statement with a great tagline that resonates with the business of the brand.

The brand is a collective sum of experiences. So, choose a brand partner who shares your values by defining your guiding principles, looking up brands that share them, evaluating brands' reputation and credibility, assessing alignment in sustainability, diversity, and ethics, having open and honest conversations, thinking long-term compatibility, carefully reviewing agreements, and keeping an eye on the partnership to ensure shared values are being upheld. Make sure there is commitment, understanding, and a good influence on the environment and society. Select a partner who is committed to building trust, maintaining values throughout time, and facilitating meaningful partnerships that align with the goals and objectives of your business.

Research potential partners; look at their past marketing campaigns & collabs, social responsibility initiatives; any ethical concerns, how is their brand perceived, is it trustworthy etc. Who is their target audience, does it overlap with yours or is this a way to expand your demo? Open communication with the partner, make sure it feels mutually beneficial, it isn't forced or inauthentic.

A great example of where two brands got this right was Mercedes-Benz strategic brand collaboration with Avatar: The Way of Water and 20th Century Studios. Through the values that both of these world-class brands shared, they embedded themes such as sustainability, mobility of the future, technology and innovation within highly emotional brand experiences across everything. Avatar: The Way of Water, together with Mercedes-Benz created a campaign grounded in the storytelling of the world of Pandora that showcased the shared values of community, respect for the world we live in and sustainability, that each of the companies upheld. Ultimately this partnership won more film fans for AVATAR, and more customers for hybrid car sales for MB.

I'm taking this from a client/agency brand partnership: me as the client, having worked with agencies for ~20 years in branding, marketing comms, and PR roles. I think the most successful brand partnerships are 1: A powerful creative team who learns your industry, has interest and passion for it, and brings fresh ideas to elevate your brand. 2: Very organized Account Supervisors/Directors who keep your projects and deliverables on-deadline and aren't afraid to push you. 3: Your agency team is willing to accomplish the goal...work with you until 1am to finalize a CEO's speech or press release, send you a file at 10pm when you're at a hotel the night before an event, and understand your job is almost 24/7 and they're with you all the way.

Keeping the company's mission and vision at the forefront of every business decision is crucial for maintaining integrity and driving success. By aligning collaborations with these core values, you ensure that your actions resonate with your purpose and contribute to our long-term goals. Inspiring campaigns are not just about selling products; they're about connecting with your audience on a deeper level, understanding their needs, and inspiring them to be part of something meaningful. When consumers feel understood and connected to your brand, they are more likely to engage with you and become loyal advocates. Your aim is not merely to sell but to inspire.

I once asked the team at a digital agency what clients they would be happy to work with. We got onto the subject of defence and tobacco. They concluded they would work with tobacco as it’s a choice to smoke but not defence as no one chooses to be bombed.

L'être humain est l'élément central de toutes les communications. Pour choisir mes valeurs, j'observe les qualités fondamentales qui favorise l'épanouissement de l'humanité. Être humain dans toutes les actions, les approches et réflexions créatives, les prestations de services, le management des équipes m'aide à toujours me différencier

Parcerias são formadas pelo início de um relacionamento com o único objetivo de serem firmados e alinhados à longo prazo. Não existe uma fórmula mágica, as pessoas envolvidas na liderança desta aliança notarão esses valores no papel em algumas apresentações mas a construção do dia a dia é quem firmará junto aos clientes o que ela pode se transformar sem perder o foco em engajar e fidelizar a parceria.

Though the saying 'it takes a thief to catch a thief' has a negative connotation, it's a good idiom to start with. As a brand know from the get go what you stand for - your purpose, core values, philosophies and brand attributes. This also helps in defining the brand culture, the brand speak, and brand positioning. Once this is in place, it becomes a guiding principle in spotting other brands that are well aligned to your brand. Your brand identity becomes a key vetting criterion of brands you can form lasting and impactful partnerships with.

The values of passion and discipline in the learning curve are critical to any world class learning Platform. Passion without discipline is chaotic and discipline without passion is rigidity in the learning curve. Keep in mind Learning with Fun is an essential ingredient in the learning process. The moment the fun stops the learning stops. They compliment each other and is one of the important laws of adult learning. Learning should come from within for it to become sticky and pragmatic and not just a tick in the box.

brand partnership, help to increase brand exposure, open up new markets and goals and boost awareness for the brands involved.

I strongly agree! Researching potential brand partners is crucial to finding the right fit for your organization. Utilize a variety of sources such as their website, social media platforms, reviews, ratings, awards, certifications, and media coverage to gain insight into their brand personality, reputation, and impact. Analyze examples of their previous or current brand partnerships to understand their approach and performance. Look for partners with a credible and positive image, an engaged audience, and a track record of successful collaborations. By conducting thorough research, you can identify partners who not only align with your values but also bring added value to your brand's reputation and goals.

Você tem claro o que deseja alcançar com a parceria? Defina qual o objetivo dessa parceria e pesquise marcas que tenham uma presença significativa no mercado e estejam abertas a parcerias. Opte por empresas que não sejam concorrentes diretos, mas que atinjam um público semelhante, de forma que elas sejam benéficas para ambas.

yes, values definitely help to find the people/ organization with whom we want to be associated with and build long term relationship.

An effective way to increase exposure and to bring your brand in a completely new exhibition space when the selection is completed on the right direction. > What you'd like to add into your values set? > What type of corporate profile will become a Win-Win? Research the options and analyze them carefully will boost your brand exposure!

When researching collaboration options, analyze the brands, celebs, or influencers' past collaborations, activities, and character. Understand their resonance with people and their audience demographics. Assess their values, activities, and societal contributions. Consider their influence and the importance of their opinion to their audience. Evaluate their effectiveness in engaging and persuading their audience. Prioritize collaborations that align with your brand's values and resonate with your target demographic for maximum impact and success.

Alinhe as expectativas e objetivos de forma que agreguem valor às duas marcas. Para construir uma relação sólida, seja transparente com seus objetivos. Alinhe com seu parceiro as responsabilidades, prazos e orçamentos. Lembre-se que a credibilidade da sua própria marca está em jogo, garanta que tudo o que for definido esteja claro entre as partes e documentado.

Hiring an outside firm to create or refresh your brand is never easy. Your brand is you, it's how your customers see you, it is, in some ways, your everything. So of course you want to select the right firm. Of course, web research can only get you so far. Anyone can post values or promises or even processes on their website. Every branding firm has wonderful case studies with beautiful work. Most have testimonials from former clients, some whose names you might recognize. How do you choose? How do you know if you're compatible? Talk to their team. Talk to their owners or account managers. Ask the tough questions. See if they practice the values they profess. It sounds deceptively simple—but that's the best way to make the right choice.

This is essential, but the most important connection the company has to make is to choose a brand that fits the purpose, then look for strategies, synergies, and plans to develop along the way.

Primeiro eu verifico os valores e mindset da marca, pesquiso de que forma ela agrega valor e soluciona os problemas dos seus consumidores. Pesquiso o posicionamento da marca e como ela é percebida pela maioria. Procuro me conectar com os decisores para entender os objetivos e estretégias e se acima de tudo são pessoas que valorizam a cooperação e tem o desejo genuino de solucionar problema de forma construtiva acima de tudo.

Assessing the fit on various parameters to determine shared values is extremely crucial before entering any relationship. The parameters may include culture, history, vision, mission, goals, etc.

A key aspect in a partner is ‘Structure’ – a partner who values the growth and development of their personnel aligns with my ethos. It reflects a commitment to not only organisational success but also the empowerment and well-being of the individuals steering that success. This resonates deeply with my belief that a brand's strength lies not just in its products or services but in the people driving its mission. Action speaks louder than words; a partner must be a doer, not merely a rhetorician. Strategic thinking is commendable, but its true value emerges when complemented by a commitment to execution. A partner who shares this ethos ensures that ideas translate into tangible results, fostering a culture of achievement and progress.

When assessing collaborations with KOLs or celebrities, prioritize brand alignment, audience demographics, reach, engagement, reputation, and authenticity. Analyze their past collaborations, influence, and credibility. Consider long-term potential and the ability to resonate authentically with your brand values and target audience. By carefully evaluating these factors, you can ensure successful partnerships that enhance brand visibility and credibility.

Collaborating is an effective tool for brands to organically grow in new markets. However, collaborations work best when complimenting brands work together. For example- an interior design company’s collaboration with a furniture brand. A win-win for both brands where they are in non-compete markets and their collaboration could result in new customer acquisition by both brands.

Planning is much easier when you share common values and ethos. This will include less conflicts and better communication which shall ulitimately lead to all round success

1. Définir les objectifs et les attentes 2. Clarifier les rôles et les responsabilités 3. Fixer les échéanciers 4. Élaborer un budget 5. Définir les canaux de communication 6. Établir les protocoles de partenariat 7. Rédiger un contrat

While I can't divulge the specifics, partnerships due to NDAs, they have been pivotal in fortifying my brand's identity and advancing my collective mission. Through rigorous vetting processes & meticulous alignment with my values, I’ve cultivated relationships built on trust, innovation & shared objectives. These experiences have underscored the significance of value-driven partnerships, serving as guiding principles for future endeavors. They've provided invaluable lessons in navigating complex landscapes & leveraging synergies to deliver tangible impact. Moving forward, i remain dedicated to seeking out opportunities that resonate with my ethos, ensuring that each collaboration is a testament to my unwavering commitment to excellence.

To execute a collaboration with a chosen KOL or celebrity, start by clearly defining objectives and expectations. Establish open communication and collaborate closely on campaign ideation and content creation. Leverage the influencer's creativity and expertise while ensuring alignment with brand guidelines. Coordinate logistics, timelines, and deliverables effectively. Monitor campaign performance, engage with the audience, and adapt strategies as needed. Finally, maintain a positive relationship post-collaboration for potential future partnerships.

It's most important to be respectful of your brand partner's time. Through all of our work with referral partners, we've realized that these partnerships are equally as important as our client experience - it's a crucial part to keeping your flywheel moving!

Execution of partnership with someone who has shared values will lead to amazing results, satisfaction and enriching experience for all stakeholders.

We need to also see if our values match with a apecific brand partner values so it's vice versa, if our values match with brand partner values, it's a win win.

In execution, you will be able to compare your product/service with the community of your business partner. The idea of any activation is to improve (medium/long term) conversion, but we must not neglect the learning you can do with each action.

Be aware that alignment (and thus brand partners) may change over time. A partner who was once ideal may no longer be the best fit due to evolving vision, new leadership or a host of other reasons on either side. It's perfectly OK to part ways when it makes sense and move on to partnerships that are fully aligned for both sides.

If your organization is looking for agency partners with expertise in the areas of diversity, equity and inclusion, one approach is to find highly-qualified diverse-owned firms. The National Minority Supplier Development Council and National LGBT Chamber of Commerce vet and maintain lists of these firms. In addition, Clutch.co and TheManifest.com use these certifications and provides rankings driven by customer reviews. We have used these lists to find partners, subcontractors and vendors that support our diversity goals, and as a diverse-owned business, people have also found us through these lists!

In corporate communications, the considerations for brand partnerships extend beyond mere alignment of values to encompass broader strategic imperatives. It's crucial to evaluate how a potential partnership fits into the overall narrative and messaging of the organization. This involves assessing whether the partnership reinforces key messaging points, enhances brand reputation, and aligns with broader communication objectives. Additionally, corporate communications professionals should consider the potential impact of the partnership on various stakeholders, including employees, customers, investors, and the broader community. Transparency and authenticity are paramount in communication!

Visit the organization when the executives aren’t there. Talk to the lowest paid employees. Ask them what they think of the company’s culture and values. Don’t ask their names. Promise total anonymity. Listen. Hear. Make your decision.

Strategic communications is a specialized approach to distributing and receiving information. It means communicating the best message, through the right channels, to the correct people, at the best time and using the feedback to help shape the company goals.

Brand Partnerships are a double-edged sword. While they might be really helpful for one-shots or to promote a product launch or marketing activity, they might be short-lived. One of the biggest things to look for is to establish from the get-go a higher purpose or help a cause that aligns both parties' interests. While it might sound altruistic, it helps to know where your partner's priorities lay and if this can be an ongoing thing that can benefit both. It also helps to define if you even need such initiatives and outline what kind of goals or metrics you're expecting to hit during implementation.

Toma el tiempo necesario para investigar y evaluar a tus posibles socios, esto aumentará las probabilidades de encontrar uno para tu marca, si éste se alinea con tus valores y contribuya al éxito de tu empresa, es el indicado.

In the intricate dance of choosing a brand partner, I engage both mind and heart. It's a holistic evaluation, considering not only the strategic fit but also the emotional resonance. For me, a brand partner is not just a collaborator but a companion on a shared journey – one where values, actions, and aspirations align for mutual growth and success.

Understanding why a brand partnership is required and the overall objective is essential. Is it meant to break into new markets, attract a new audience, elevate your brand positioning, crisis / reputation management? The list can go on. If its meant to be a long term partnership, ensure the businesses align in every aspect as now both are advocating for each other. I can across an interesting brand partnership between the Van Gogh Museum and Pokémon in 2023 to celebrate the museum's 50th anniversary. It was meant to introduce a new audience. (Something I would definitely like to see).