Collaborating with a bigger brand can be a game-changer for a small business, opening doors to new audiences, boosting credibility, and driving growth. But knowing how to approach a bigger brand so they’ll want to work with you is often a stumbling block for many smaller brands. Let’s walk through some strategies that can help you catch their attention and start a partnership that benefits both sides.
I will start by saying that there is no magic formula. And I WISH I could tell you, ‘If you just say this or just do that’, a big brand will want to work with you, but that is not the case. So here’s my next best advice:
1. Be the Growth for Their Niche Products
Identify a larger brand with a niche product that aligns with your audience but isn’t their primary focus. For instance, if you have a skincare line targeting teenagers, look for a bigger brand that offers a product for teens but doesn’t necessarily specialise in that market—like a deodorant or nutrition brand with a teen range.
You can position your brand as a partner who can bring visibility and growth to this specific product for them. Even if the collaboration isn’t the centrepiece of their marketing (it has to make business sense for them), you may be open to smaller marketing opportunities which is still valuable exposure for you and gets your foot in the door.
2. Highlight the Opportunity and Do the Heavy Lifting
When approaching a brand, make it easy for them to see the value. Clearly communicate:
- How your brands align in values and audience
- The mutual benefits of the collaboration
- Your willingness to handle the details, from creating content and writing copy to photographing products etc
Offering to manage the bulk of the workload can make your proposal more appealing, allowing them to participate without stretching their resources.
3. Consider a Multi-Brand Collaboration
Teaming up with multiple brands can amplify your appeal and create a more substantial opportunity. For example, if you’re hosting an Instagram giveaway or Newsletter Giveaway, try bringing in a few other brands with complementary products and similar followings. A combined audience can make the giveaway more attractive to a larger brand, as the overall reach is increased. Just ensure all collaborating brands are well-aligned and don’t pose any competitive conflicts.
4. Go Straight to the Top
If you’re the Founder, try to reach out to the founder or a key decision-maker at the larger brand. Founders often resonate with the challenges and perspectives of other entrepreneurs, and they may appreciate the straightforward approach. If not the Founder, then try connecting with someone who is a key decision-maker (e.g Marketing manager, Head of Brand) .
5. Create Mutual Content
An effective way to attract a larger brand’s attention is by creating content that features both your brand and theirs in a way that feels organic. For example, if you’re a food brand, create a recipe that includes their product alongside yours. Tagging the larger brand in your post may prompt them to share it with their followers, which could be a great opportunity to start a conversation about a potential collaboration. Additionally, you could send some of your products to their head office along with a thank-you note.
Tip: Ensure your brands are very align, and that the content you create meets their standards for sharing.
6. Piggyback Off A Retailer
This approach works best for organising a social media giveaway. If you already have a good relationship with a small or independent retailer, they may be eager to grow their social media presence as well. Propose the idea of a giveaway and encourage them to invite other brands they stock to participate. Since they already have established connections with these brands, they can handle the outreach, making it easier to gather multiple brands for a collaborative effort.
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Those are our top tips for how to approach a bigger brand to collaborate with when you’re a smaller brand or start up.
Remember, partnerships are about mutual growth and shared audiences, so show how you can help them reach theirs. With a strategic approach, you’ll be well on your way to building rewarding collaborations that elevate your brand.
