When big brands want to create a bigger footprint, impact or enter a new market, one of the things they do is attach themselves to a bigger brand. It’s called a strategic brand alliance.
You can do the same thing.
Think about Madonna back in the day. Remember back in the 80s when her star was on the rise? She was a household name and enjoyed plenty of fame, fortune and money as a singer. But she really wanted a movie career. So what’s a huge music star to do? How about marry a big movie star like Sean Penn? While she may or may not have consciously sought-out a movie star, it certainly couldn’t hurt, right?
In other words, Madonna aligned herself with a brand in the industry she wanted to be a part of. She started hanging out with the movers and shakers in that industry and networking there. (Yes, even movie stars network!)
I realize this example is outrageous. I’m not suggesting that you drop your significant other to seek out someone else for the benefit of your business. I am suggesting that you can elevate your brand by associating with businesses and people who have stronger brands and more name recognition than you. It’s a common business practice that many small business owners tend overlook.
There are many reasons why elevating your brand in this way is a smart use of your energy. One of the biggest is that it’s a way to increase your credibility almost instantly. Being aligned with well-known companies and people makes you more attractive to potential clients, media, sponsors, business partners and conference planners.
Here are a few ways that you take action today and use this concept to increase your own brand:
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