Breaking Down Brand Collaboration

1 Know the Basics of Brand Collaboration

Brand collaborations happen when two or more brands come together to create a co-branded product, service, or campaign that targets both brands’ audiences and helps them grow. As a simple rule, the brands participating in the collab should not be in direct competition. Instead, they should add value to each other, have aligned goals, and have overlapping target audiences. Typically, brand collaborations are more cost-effective than solo campaigns, as businesses can pool their budgets or leverage each other’s audience reach to create stronger, more engaging campaigns.

Want to see how it works? In 2024, Dunkin’ teamed up with Scrub Daddy to create donut-shaped sponges in celebration of National Donut Day. This playful collaboration perfectly encapsulated the fun, quirky spirit of both brands, making household chores a bit more enjoyable. By combining Dunkin’s iconic donut imagery with Scrub Daddy’s popular cleaning products, the partnership generated buzz and brought smiles to consumers' faces. That’s the brilliance of a brand collaboration: it helps similar audiences associate complementary brands, drive sales, expand community reach, and generate authentic buzz.

2 Start Collaborating

Even though the concept sounds great, execution is everything. Follow GROWL’s 5 steps to launch a successful brand collaboration today:

1. Define Clear Objectives. Set specific revenue goals, audience growth targets, or engagement KPIs.
   
   
2. Find the Right Collab Partner. Your partner should align with your brand values, share similar goals, and complement, not compete with, your business.
   
   
3.  Reach Out to the Other Company. Be personal and show how you can add value to their brand. Also, be open to negotiating budgets and brainstorming fresh creative ideas.
   
   
4. Create Your Collaboration Campaign Together. Have all companies review the material and content ideas to ensure that you are all happy and benefit from it.
   
   
5. Track Your Results and Keep Communicating. After you launch the campaign, keep in constant communication with your collaborator partner. Measure your results to see if you reached the right target audience, sales numbers, and any other goals you have established.
   
   

3 Go Local with Collaborations

Brand collaborations aren’t just for major brands—local and small businesses can win big, too. If you're a small business owner, look for companies in your area that you already trust or admire. Start a conversation—are they open to fresh marketing ideas? Some may not be familiar with brand collaborations, so your pitch should emphasize the mutual value.

If you’re in retail, think about nearby shops that offer products or services that naturally pair with yours. For example, a boutique partnering with a local coffee shop for a cross-promotion event. Attend local markets, join community events, and explore how your brand can collaborate in ways that build both visibility and community goodwill.

3 ½ Social Media Drives Success

For our social lovers, we want to give an extra tip. On social media, brand collaborations have their own little nuances. First, brand and influencer collaborations are not the same. A collab with an influencer is when a brand gets associated with an influential person, instead of another brand. On social media, you should focus on a couple of factors to increase reach and find more audiences:

• Use hashtags or challenges that are fun and engaging.
  
  
• Create content that clearly shows the product(s) and brands. Don’t overcomplicate it.
  
  
• Think about fun giveaways. This gets people to repost your content.
  
  
• Focus on messaging that fits both brands so that both businesses can benefit from it.

Whether you are a small or global business, there is always an opportunity for a brand collab. If you need to boost your marketing ideas, contact the GROWL Team today!