Startups, Wanna Work With Brands? 5 Insights You Need To Know

Businessman Brainstorming About Branding Strategy. Photo Credit: Rawpixel / Shutterstock

Businessman Brainstorming About Branding Strategy. Photo Credit: Rawpixel / Shutterstock

 

After helping dozens of startups connect to brands, I’ve gathered some insights that could help you create breakthrough partnerships

 

There is no doubt that landing investors and venture capital funds are important milestones in every startup’s journey, but getting partnerships with big brands is an even more important milestone. Unlike investors, who demand percentages of your profit, the brand can deliver real pay for real work. Their connections with consumers, data and information can help you better understand your target audience and most importantly, provide great exposure. Also, mentioning an international brand as a design partner, for example, always helps in recruiting the next investor.

Oftentimes, however, it’s not a simple task to reach these marketing managers or innovation managers. Even if you are able to get a meeting, it is difficult to create a fertile ground for collaboration and a real opportunity.

In the past year, I have been in contact with hundreds of startups. After helping connect dozens of them to brands, I’ve gathered some insights that could help you create some breakthrough partnerships.

1. Consumer insight is first and foremost

When you want to connect with brands, technology is important but not always enough. You should really get to know the audience to whom you’re targeting the solution. Don’t skimp on consumer research, meetings with “real people” and collecting information from the Web. If you want to create the next thing in wearables for teenagers, you will need to interview teenagers, talk to them, and derive conclusions from them. From the information you compile, try to articulate a clear consumer insight that comes from your target audience and how your solution addresses this insight in a perfect way.

After you think that you’ve refined that insight enough, check again with your target audience if that insight is actually relevant. A helpful tip: Record the responses of your target audience and how they respond to your solution. It always helps in presentations.

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