When big brands want to create a bigger footprint, impact or enter a new market, one of the things they do is attach themselves to a bigger brand. It’s called a strategic brand alliance.

You can do the same thing.

Think about Madonna back in the day. Remember back in the 80s when her star was on the rise? She was a household name and enjoyed plenty of fame, fortune and money as a singer. But she really wanted a movie career. So what’s a huge music star to do? How about marry a big movie star like Sean Penn? While she may or may not have consciously sought-out a movie star, it certainly couldn’t hurt, right?

In other words, Madonna aligned herself with a brand in the industry she wanted to be a part of. She started hanging out with the movers and shakers in that industry and networking there. (Yes, even movie stars network!)

I realize this example is outrageous. I’m not suggesting that you drop your significant other to seek out someone else for the benefit of your business. I am suggesting that you can elevate your brand by associating with businesses and people who have stronger brands and more name recognition than you. It’s a common business practice that many small business owners tend overlook.

There are many reasons why elevating your brand in this way is a smart use of your energy. One of the biggest is that it’s a way to increase your credibility almost instantly. Being aligned with well-known companies and people makes you more attractive to potential clients, media, sponsors, business partners and conference planners.

Here are a few ways that you take action today and use this concept to increase your own brand:

First, go on a “Rolodex treasure hunt.” Who do you already know who is very well-respected in your industry? Look in your Outlook contacts and social media contacts. Approaching a warm or hot contact is much easier than going in cold. This can be someone in your local community or someone known by society at large. Have a list of people you’d love to have some sort of strategic brand alliance with.

Next, brainstorm ways you can work with them. A great idea is interviewing people on the phone or Skype, recording it and sending the recording out to your list. Of course you can do this live as well, but it is a good idea to record the interview so you can use it later. You can also do written interviews or write a review of their new book.

Volunteer to help. For example, many people travel around the world to volunteer for specific people or industry conferences. If someone you want to partner with is holding an event or even just traveling to speak at an event, ask if there are ways you can volunteer for them. That way you can meet and network with them. The bonus is that you can experience first-hand the “behind the scenes” approaches bigger brands use for their conferences and speaking engagements.

Stalk them. Well, not really. But with social media, it’s pretty easy to see what events people will be attending because they usually post about them. You can also plan to attend these same conferences that your contacts attend. Seek them out and start a conversation. Take your photo with them. Start to build a relationship.

Get social. Follow them on social media. Reply to their posts. Retweet them. Ask for their opinions. You’ll be surprised how easy it can be to get into conversation with some people who seem like they are untouchable. It doesn’t work with everyone, but it’s worth a shot.

Make a request, but only after you get to them. Ask for testimonials or endorsements from someone with more name recognition than you. Many well-known people have decided that to remain highly visible, they will give testimonials. Understand that they will not give you a direct endorsement unless they know your work intimately, but they may be willing to testify to the importance of the kind of work you do.

Ask for an introduction to someone specific. Look at your contacts in social media and see who they know. Social media makes it easy these days to see who people associate with.

The bottom line: Leverage your brand by finding ways to be associated with others with bigger brands than you. Then rinse and repeat.

 

© 2014 Meredith Liepelt, Rich Life Marketing