Want to collaborate? The dos and don'ts you need to read
Adidas x Run DMC, Louis Vuitton x Supreme, Lauryn Hill x Melody Ehsani. What do they all have in common? Aside from some of the greatest talent of all time, they're all examples of brand collaborations that actually worked. Or, are they brand partnerships? Hmm...actually, what's the difference?
This is one of the questions my consulting clients will ask when we discuss ways to grow their brand, and the best answer is that it really just comes down to contractual obligations. While a collaboration can be between many parties with no real written limitations or obligations, a partnership is often something more solid, contractually agreed to with a definite outcome, such as: Brand A is in partnership with a charity where they will create a product for sale and donate 100% of the profits to the charity, leading to a $200k donation over the next 24 months.
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Either way, both — when done well — can do wonders for your creative small business. In fact, even the big players, like Bill Gates, stand behind them: "Our success has really been based on partnerships from the very beginning".
So , what are the three main dos and don't when it comes to jumping into a collaboration or brand partnership?
DO Your Research
Set up a Google Alert for the brand or person you wish to collaborate with prior to connecting to ensure you're across the key messages they're putting out and the reputation they carry across social, news media and blogs. Check any brand or relevant hashtags and review "photos of" the brand or person on social to get an idea of who their audience is. Also, check which other brands, if any, they have collaborated with and what the outcomes were.
DO Crossover on Curiosity
Team up with brands whose audience is curious about the same things as your audience. Say you're a ceramicist and you wish to join forces with a boutique hotel. Your audiences may share an interest in travel, interior styling, design and aesthetics. Far greater crossover than, say, a ceramicist and a plastic beach toys company.
DO Keep Things Equal
Any partnership should provide equal opportunities and growth for both businesses. This may include remuneration, promotion channels, hours worked and press opportunities.
DON'T Just Say Yes
When you're just starting out it's easy to accept the first offer to collaborate that comes along, regardless of whether it's the right fit. Beware of saying yes when the person or brand asking misaligns with your brand values, audience or key communication messages.
DON'T Assume Anything
The biggest risk to a successful partnership is assuming the other party thinks, works or acts like you. Make sure you're both super clear on what's involved, what's expected from each party, who does what and how you'll measure any success. I would always advise you get this in writing. Really want to cement this point? Ask your potential collaborator to complete the 16personalities online personality test and let you know the outcome (and, let them know yours). This way you can gain some insight into how they best work (including how they'll work with you).
DON'T Forget to Analyse
Regardless of the duration of the collaboration, make sure you have dedicated "check in" dates where you analyse and (if necessary) improve things to ensure your agreed-upon objectives happen. It's essential that you also have a post-activity review to determine what did/didn't work and make any adjustments for future partnerships.
Collaborations can be one of the most fun and creative experiences you have as a small or micro business owner. By adhering to the above, you're giving any future collab or partnership the best possible chance for success.
In the words of funny lady Amy Poehler, "As you navigate through the rest of your life, be open to collaboration. Other people and other people's ideas are often better than your own. Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life."