Branding 101: How to Collab with Other Brands

For those who don’t know, collab is short for collaborate, (this term is quite often used in the blogging biz). A collaboration seems like no big deal right? Send an email, ask to collab, get a response and boom, you’re in. Not quite…

For every 10 people you email asking to do a collab, expect about 10% to respond. That can go for anything in life really. The response you’ll typically see for any product, promotion, giveaway, event, etc. is around 10%… unless you’re one of the Kardashians, seriously, they’re the branding queens. If you’re not a Kardashian, read on and I’ll break down this collab business in 4 easy steps.

Catch the full series here:

Week 1: What is Branding & Do You Need It?
Week 2 (this week): How to Collab with Other Brands
Week 3: How to Promote Your Product
Week 4: Best Ways to Brand Yourself

Step 1: Make a list of 20 brands/bloggers you’d like to collab with

Remember the rule of thumb: expect only 10% to respond. You want your list to consist of influential people/brands but you don’t want to load your list with big shots because when someone or something is too big, it’s easy to get lost in the shuffle and the odds of a response are slim, but by all means shoot for the stars!

With brands/bloggers that have a small yet engaged following, (from 1-13K), you’re likely to get more of a response. I’ve used this method countless times for my eGuide and though I’ve connected with some big timers it’s taken me 3-4 tries.

Step 2: Send an intro. email to brands/bloggers

K.I.S.S. Seriously, I can’t stress this enough. People don’t want to read a novel unless they buy one. Say something like, “Hi (blogger/brand), I’m a big fan of (a specific example of what you’re a big fan of), and I’d love to interview you for, (your blog/book/product). I’ve attached the questions for you to answer by (date) so I can post it on (date). I can’t wait to introduce you to my readers!” You can also say you’d love to do a book or product review or whatever relates to that brand or blogger.

If you’re trying to promote a product try this method…

“Hi (brand name), I’ve been following (brand’s name) for a while now and I really like how you (whatever that brand does well). I would love to send you a free (your product). Any suggestions or feedback would be greatly appreciated! With your free product you also have the chance to be an ambassador and receive 50% of your sales. Let me know if this is something you’re interested in. Thanks so much!”

Step 3: Wait… send 2nd email asking to collab on larger scale

The key to forming meaningful digital relationships is consistency and patience. It’s not going to happen over night but the best way to start is by following Step 2, making yourself known with the brand’s/blogger’s best interest in mind.

Once you’ve established somewhat of a rapport with a brand, you can see if they’d be interested in a giveaway, guest post, interview with you, sponsorship, etc. Be prepared for a lot of “no’s” but that will only make the “yes’s” that much sweeter.

Once you get one brand to agree on a bigger project with you, you can add it to your resume/media kit and other brands will start to take notice.

Step 4: Follow through and then some!

This is HUGE. People like results and if brands aren’t seeing them, you can kiss any future collaboration goodbye. If a brand offers you some compensation in exchange for publicity, you deliver! You deliver better than anyone else, word will spread and other brands will jump on your branded bandwagon.

Usually your first collab is a “test”. Brands test the waters with bloggers to see who works and who doesn’t. For example right now I’m collaborating with Rocksbox in what was supposed to be a short-term sponsorship which has now turned into a long-term relationship. This never would have happened had I not followed through.

Here are some resources that will kickstart your branding career…

Blogger Resources

Creator Deck (formerly Chictopia Connect)

Shopping Links

Blog Meets Brand

Fohr Card

How would you collab with a brand or blogger? Tell me in the comments below!

xx