Unite to win.
Brands are what they project and therefore should not only control what they are and say, but also what they do. And yes, also with whom they do it.
This is why cobranding is a very interesting strategic tool, as it allows us to associate with other brands and benefit in some way from their image, adding new meanings and broadening the imaginary of our brand.
This alliance can help us to make an impact on an audience that would otherwise be beyond our reach, but also to enter new markets or fields of action hitherto alien to our brand.
So far, everything seems ideal and beneficial. However, we must know how to choose with whom we establish this collaboration in order to maintain the coherence of our brand and not generate mistrust in our current audience. As your mother would say, “beware of bad company”.
It is therefore essential that the brand with which we ally ourselves shares our values and has a personality that is “compatible” with our own. In other words, that this union does not generate contradictions and builds with our brand strategy in the medium and long term.
In short, if we do not lose control of the collaboration and we plan it well, cobranding is a very interesting strategy for standing out in a globalised and competitive context, as it will allow us to achieve objectives that would be much more complicated and costly to achieve individually.