Agency Co-branding: How to Work in Tandem with Carriers and Others

One of the most effective ways for an agency to build its book of business is through a co-branded marketing campaign with one of its carriers, a vendor that provides a unique service, or even another agency with complementary products and services.

Co-branding combines the strength of two (or more) brands. It can enhance an agency’s credibility, exploit new marketing opportunities and increase the premium that customers are willing to pay. However, just pasting a carrier-partner’s logo next to an agency’s isn’t a guarantee of success.

Success can vary depending on the message, as well as the medium, not to mention the chemistry between the agency and the companies. But a few key elements can help to ensure that a co-branding effort hits the mark with the target audience — and save time, money and resources along the way.

Concept Development

Promoting a new product or service? Moving into a new market? Announcing a community relations initiative? Whatever the focus, an agency and its co-branding ally must agree on the concept before putting words on paper. They must define the concept.

By choosing the right concept — whether it’s simply producing a glossy brochure or launching a multi-channel campaign across a wide range of media — partners can break through the “noise” in the marketplace and showcase their brands more effectively.

Following are the first steps in the process:

• Identify the key messages to communicate. They should be easy to summarize concisely. They should answer the prospect’s question: “What’s in it for me?”
• Identify the target audience, being as specific as possible in demographics, habits and buying activity.
• Identify the best channel(s) to use to reach this audience. A brochure might be fine for some clients, but others will appreciate an e-mail checklist delivered to their desktop or a coupon for a service call they can download.
• Identify the differentiators setting this brand apart from the competition. Summarize them quickly and concisely and make sure they are real differentiators and other companies could not make the same claims.

Duties

After the concept is set, the next step is to decide who does what.

• Determine whether both companies will play an active role in developing the collateral or if one company will take the lead. The agency should assign one individual to act as the point person so that when questions or issues come up, they can be managed through a single point of contact. This person will also act as the manager of any internal approval process when it’s time to review copy, layout, etc.
• Develop a marketing plan. An integrated marketing campaign across several channels — for instance, a brochure, a series of email blasts, an ad in a trade journal — should summarize the objectives, activities, timing of each piece, budget, and each company’s role and responsibility in the process.
• Agree on the review process. The agency should insist on reviewing the copy and the final layout before any marketing collateral is produced. That ensures the key messages are consistent with the agency’s own identity and logo. It also ensures that graphics are being used appropriately.

Content Review

Whether developing the content for the marketing collateral or just reviewing what a co-branding partner produces, there are several things to consider that will make it a more effective sales tool.

• Find a clear voice. Use clear, concise, engaging language that is free of jargon, buzzwords and clichés. Present key messages immediately; don’t waste a reader’s time. Emphasize the benefits — rather than the features — of a product or service to the target audience.
• Differentiate the brand. Describe the differentiators that set this brand apart from its competitors. Keep the list short and specific. Charts and graphs that favorably compare products and can be very effective.
• Engage the audience. Avoid “scare tactics” in marketing. Instead, show how the products and services better serve the needs of customers. Make sure the call to action — visit a Web site to get your free report — is clear.

Working with Designer

Some companies have stringent guidelines about how their logos and trademarks should be used in collateral; others have no guidelines at all. The best practice is to work closely with the designer to make sure the brand is professionally and attractively presented. Determine upfront where and how each company’s logo will appear on the collateral. When it comes to printing and production, determine which company will be responsible for working with the printer. The designer may be in the best position to coordinate printing activities.

While co-branding should only be used when the “fit” is right, it can generate a new level of excitement for an agency’s products and services — and ultimately build the business and brand for a fraction of the cost it would have taken to go it alone.