Brand collab in your marketing mix?
Collaborating with a values aligned brand can be a powerful part of your marketing mix. Here we explore the benefits and the colourful brand collaboration between Frank Green and Kester Black.
Branding Before Breakfast Ep 195 Brand collab in your marketing mix?
Morning. I’m Jodie, I’m the MD at Tiny Hunter, and today I’m wondering if you could be introducing a brand collaboration into your marketing mix. Why would you want to do this?
Well, firstly, before we get stuck into that, you obviously want to find a brand where you are values aligned and you have a similar audience. Those two things are really important. Creating campaigns, creating content, it takes time, it takes money, and effort. One of the simple bonuses of doing a brand collaboration is that that is shared. You’ve got someone to share the workload with that you can work with.
Secondly, it’s a bit of a growth hack because if you pick the right brand, you are very quickly going to be exposed to an entire audience that may be interested in your brand. It can be quite powerful in terms of growth.
And then thirdly, I guess we’re constantly looking for ways that we can engage customers, engage potential customers. Creating content through a brand collaboration can just be interesting. It can be novel. Something a bit different, bit of a pattern interrupter. You might be getting all this business as usual kind of marketing, but then this might stand out as something a little bit different.
Example, the other day I ordered a Frank Green water bottle, very popular. Of course, one of my teenagers had to have one, so I jumped on, I ordered one. Everyone loves them because they’re customisable, so you can pick different parts, different colours. You can put your name on them or whatever you want to write on there, you can add an emoji. It’s a very personalised experience. I ordered the water bottle, and then a day or two later I got an email, a very simple email, but you know, impactful. It was just a beautiful image of someone that had a Frank Green water bottle, and then they had beautifully painted nails that were the exact matching colour. And this was their collaboration with Kester Black. Kester Black is an ethical vegan, nail polish brand. And what they’ve done in this collaboration is Kester Black has made some signature colours that exactly match the Frank Green water bottle colours. You can imagine someone that wants to create these personalised water bottle and is really into the customisation, might be really into having a matching nail polish colour and maybe they don’t want to have the exact matching colour, but it may introduce them to this brand that they didn’t know about, that they may then go and purchase from. And if you do know both the brands already, which I did, it’s still something of interest, something different, something that caught my attention, a bit of a pattern interrupter.
Now, we’ve all got different businesses, but there’s so many brands out there. What you need to think about is what brands do you admire, do you think are values aligned, do you think share a similar audience to you that you could potentially collaborate with? And then maybe you can start a conversation and start exploring ideas of where you could take this.
That’s it from me, it’s time for brekkie.
Written by: Jodie de Vries
Published: August 14, 2024