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Brands and how to use them in Essex

Branding for small business

When a small business attempts to venture its key small brand into a market, it will quickly find itself to be outgunned by the established brands, either by budget, reputation or recognition. So how can this be circumnavigated without breaking the bank? One way that works very well is associate branding.

What is Associate Branding?

"Associate Branding" is when a small brand rides in the wake of a large brand and when a small brand benefits from an association with a large brand. This is only possible if your brand in someway is part of the distribution or sale of items owned by the large brand, and a permission has been obtained that allows a form of commercial link.

Big brand muscle

This "Big brand muscle" will enable massive resources to be leveraged in the smaller brands favour for very little outlay. The leverage value could easily be a hundred times your marketing budget. So we are talking of significant value engineering from a minimum effort by the small brand. For example the big brand spent £500,000 on a series of marketing campaigns, you get to use everything they paid out for free of charge. Videos, Brochures, Photography and Copywriting. Not to mention the Keywords, H1 and H2 tags, Anchor tags, Alt image text tags and Meta page descriptions.

Brand guidlines and Brand guardians

The key is to use the "large brand's" publishing guidelines and then slot your small brand underneath, on your required graphic elements. Make the association look truly professional or it will fail at the first hurdle. Meaning don't attempt to bodge up your artwork or creative inputs by using amatuer suppliers. Get the associated publishable variants agreed by the large brands marketing departement, who will by default clear the association legally. Get this agreement in writing from the large brand guardians.

Successful Associate Branding from opposite ends of the spectrum

Blue Note

Back in 1998 and a Jazz music venue latches on to some music publishers. Taylors plays the music of these publishers and therefore rides on Blue Note's wave. With the Taylors menu, having contacted every major Jazz music record label to get the necessary legal clearance to use their logos and brands on the menu we were finally able to go and get the printing completed. The process was protracted to say the least, as rare brands change hands over the years. The key contributors were: Concord Jazz, Concord Picante, Blue Note, Fantasy, Milestone, Pablo and Prestige Records. Also Ace Records and Bacardi-Martini. Documentation is very important so ensure all conditions are adhered to by the letter.

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