Elevate Your Brand with This Simple Tactic
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. And you can do the same thing.
Case in point: 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. 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 a bit outrageous. And 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 business 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 makes you more attractive to media, potential clients, 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:
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 lead is much easier than going in cold. This can be someone in your local community or someone known by society at large.
Brainstorm ways you can work with bigger brands. Great ideas are interviewing people on the phone or Skype video, 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.
Volunteer to help. For example, many people travel around the world to participate in conferences. Ask if there are ways you can volunteer so 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.
Attend other conferences that big names attend. Seek out specific people to meet. Take your photo with the movers and shakers. Start to build a relationship with 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 probably not give you a direct plug 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 their contacts in social media and see who they know. Social media makes it easy these days to see who people know.
The bottom line: Leverage your brand by finding ways to be associated with others with bigger brands than you. Then rinse and repeat.
If you’d like to share this article or make a comment, please see this article on my blog.
© 2011 Meredith Liepelt, Rich Life Marketing
Meredith Liepelt, President of Rich Life Marketing, offers a free report called “101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile,” which can be downloaded immediately at www.RisingStarPublicity.com.
This article may be reprinted when the copyright and author bio are included.
Meredith – Great post! I also use this tactic when blogging to increase my visibility. Blog about a person of influence your ideal clients follow, show up in the search engines when people search for them and wa-la, brand expansion 🙂 I most definitely agree that aligning yourself with brands and names bigger than yours is critical for business growth, mindset growth, and personal growth!
Jennifer Bourn, Bourn Creative
You are always so on top of this stuff Jennifer! Thanks for sharing your example. It really can be as easy as that. Really.
GREAT post Meredith! I agree with you. I think this is a strategy that most small business owners overlook, but can certainly implement and there is typically ZERO cost involved!
Another twist on this is to partner with a person who has more visibility in a certain market than you have. I partnered with a colleague last year who has a similar sized business/reach as mine, but had a LOT more visibility within a certain industry.
We partnered up to share my expertise with her audience, launched 2 programs (generating over $30K) and I added over 500 new subscribers to my list. She enjoyed the revenue split with me and the increased credibility of bringing to her audience resources and information they were desperately looking for.
When done correctly, this strategy can truly be a win-win for everyone involved.
Sydni Craig-Hart
The Smart Simple Marketing Coach
http://smartsimplemarketing.com/blog/
Thanks for sharing your amazing success story Sydni! That is a great example of how just 1 key contact can make a huge impact.
Meredith,
Love your “Rolodex Treasure Hunt.” And although this might be considered “going in cold”, one of the cool things about LinkedIn is the introductions component. Often, someone you have a first level connection to is connected to that key contact you want to meet. Use your friend to connect you to that person. It’s so easy in LI. Then, your mutual friend is your starting point in the relationship.
Amy Kinnaird
UnCommon Sense Marketing
Yes! You are absolutely right. It seems like LinkedIn sometimes gets overlooked because there is so much more buzz around twitter and facebook.
Hi Meredith, great post! I use this strategy in all of my joint venture marketing endeavors. One big mistake I see in this area is entrepreneurs who align only with brands and experts who are at the same level.
In order to really accelerate growth and expand reach it’s essential to stretch and align with the big boys and girls. And surprisingly, almost all of them are so willing and ready with hand outstretched to lift you to new heights – all we have to do is ask.
~ Gina xo
Great point Gina. Isn’t it great to be in the mix of “lifting and climbing” at the same time? Love it!
Meredith,
What a fantastic strategy. I think many small business owners and entrepreneurs often get a little “tripped up” when thinking about competing with bigger brands – partnering with them or piggybacking off of their brand is a great idea – and one that works. To add to what you’ve said, volunteering is an incredible way to attach your brand with something bigger. I’d take that a step further and say volunteer with a brand that is associated with your business. For example, I volunteer with literacy advocacy and work with individuals to help them learn and practice English.
Great post!
Great idea Andrea. Love it!
What a great post and so many practical tips! This is such a KEY point and something I am taking to heart. Thank you for your wisdom around this!
Thanks Brenda!
What a great post and so many practical tips! This is such a KEY point and something I am taking to heart. Thank you for your wisdom around this!
Thanks Brenda!
Another great post, Meredith!
And more proof that we can’t grow easily without support.
Social media is my favorite way to connect and align with powerful partners. We elevate each other’s brands in different ways. Win-win!
Thanks Nika. Yes – you are a powerful case study for tapping into the power of social media to gain partners. Thanks for sharing!
Another great post, Meredith!
And more proof that we can’t grow easily without support.
Social media is my favorite way to connect and align with powerful partners. We elevate each other’s brands in different ways. Win-win!
Thanks Nika. Yes – you are a powerful case study for tapping into the power of social media to gain partners. Thanks for sharing!
I think the part I love the most about this article is the Rolodex Treasure Hunt. A lot of times we overlook the people we already know for being able to provide us with support and guidance. Either that, or we are just plain scared to ask them for help. As I always say to my boys, “It never hurts to ask, does it?” It is amazing what people are willing to do if you just ask!
That is so true! I find that many of the things that come out of my mouth in parenting apply to me in my business. hmmm… that could be another blog post! Thanks for your insight.
I think the part I love the most about this article is the Rolodex Treasure Hunt. A lot of times we overlook the people we already know for being able to provide us with support and guidance. Either that, or we are just plain scared to ask them for help. As I always say to my boys, “It never hurts to ask, does it?” It is amazing what people are willing to do if you just ask!
That is so true! I find that many of the things that come out of my mouth in parenting apply to me in my business. hmmm… that could be another blog post! Thanks for your insight.
Thank you for every other wonderful post. Where else may just anybody get that kind of information in such a perfect way of writing? I’ve a presentation next week, and I’m on the look for such information.
Thank you for every other wonderful post. Where else may just anybody get that kind of information in such a perfect way of writing? I’ve a presentation next week, and I’m on the look for such information.