Collaboration can be such an effective tool for small businesses to build their brand, particularly in today’s competitive marketplace.
To take your business to the next level consider these 4 tips as a foundation in your brand strategy.
First, it is necessary to find brands that are complementary and have the same values as your own business. Then you want to leverage that synergy between the two which can increase your audience reach.
Most recently, Images and Details did just that with the 4th edition of our pop- up, Ancien et Moderne in Paris. We brought together heritage brands in the luxury home sector such as Savoir beds, Rinck, and Maison Leleu utilizing a theme of “Ode to the Orient Express” to create synergy and tell a story. Savoir beds partnered with Voutsa fabrics to create bed toppers. Rinck collaborated with Fromental wallcoverings and Hector Finch Lighting to create a boiserie wall that replicated a train car on the Orient Express. The result: one of the most talked about collaborative projects during Maison Objet and Deco Off! Design inspiration and storytelling at its best!
Press coverage included: WSJ, AD Pro, T & C, Interior Design
Second, utilize each others’ social media networks, such as Instagram and LinkedIn, to share your stories and double your engagement and exposure. Check out Savoir bed’s, Rinck’s, and Voutsa’s Instagram feeds. Third, you want to share assets such as photography, marketing materials, and events. Maison Leleu and Rinck are both heritage brands with strong French ties and rich stories to tell. To expand their network and spread their brand story, they co-hosted a cocktail party inviting key clients, media and the French Interior Design Society. Savoir Bed and Lasvit collaborated on an event with Luxe Magazine. Voutsa partnered with NYDC to invite their clients and press to see the space and meet the participants. Each spread the word in a more cost-effective manner. Invitations, e-blasts, and photography were co-oped and shared by the various participants. The market and PR teams worked together to attract the different media – French, American and British which was much more effective and efficient. This increases your chance of exposure exponentially and on an international level. Each brand has to remember to be responsive and leverage that exposure to help grow their respective brand.
And finally, if you can get your product on a new sales platform it can be a great way to increase sales distribution through larger luxury retail channels. Voutsa Textiles worked with Savoir beds and created a custom topper that is now being featured in Savoir showrooms. This became a win-win for both brands.