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How Strategic Alliance Can Build Your Personal Brand When You Align Yourself With Successful Companies

Updated on June 11, 2012

Build Your Brand With Stragetic Alignment

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Align Yourself with Bigger Branded Companies

Have you ever noticed how a once little-known company, now aligned with a larger, well-known company, suddenly has the same impact as the company they are now affiliated with? This affiliation is a type of partnership called strategic brand alliance. Some great examples of successful strategic brand alliances are Teenie Beanie Babies with McDonald's, Nortel with Microsoft, and Salesforce with Google. These companies aligned themselves with highly successful companies. This gave them a marketing edge that they may not have achieved otherwise. This is a strategy that you can use to increase your personal brand, as well.

Build partnerships with industry leaders in your area. Look for small business councils to join and actively participate in meetings and events. The easiest way to find someone to partner with is to call your local chamber of commerce to get information about companies that would provide a logical alliance with you and the products or services that you have to offer.

Use social networks like LinkedIn, Facebook, Twitter, and to find people with whom you can associate. Understand that people do not care about your company or your product or service. They care about you. You will need to help people learn about the kind of person you are before they are willing to align themselves with you. You can start by developing social network channels and keeping your channels up-to-date by posting to them and engaging with others on a regular basis. Create a blog to showcase your talents. Let readers know who you are by sharing a few things about you. You do not need to get too personal here. Share your hobbies, give a critique about your favorite movie, share a recipe or share about the kinds of foods you like to eat, and such. Your blog can be a way to help people see ways in which they can connect with you on a personal level, then perhaps on a business level. For instance, if you like to golf, maybe one of your readers also likes to golf. Maybe they will start a conversation about golf or the two of you can set a tee time to play golf together. As fun as golf is, believe it or not, a lot of business happens on the golf course. This type of personal connection can go a long way toward developing the type of business relationship that you desire.

While the objective is to align yourself with companies that have bigger name brands than you, be aware that well-respected companies are more likely to align themselves with other well-respected companies. Being a top-notch professional in your industry is a good start. In addition, you also should have something to offer the companies with which you wish to be aligned.Having a high level of integrity and a positive reputation goes a long way toward developing mutually beneficial alliances between you and the bigger branded companies.

Align yourself with companies that will help you create a personal brand that stands out above the crowd.


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    • MarleneB profile image

      Marlene Bertrand 5 years ago from Northern California, USA

      Hi alocsin, aligning yourself (big or small) is a good move for any company. The smart executives of larger companies realize that they gain a share of a market that they would not otherwise have if it were not for their connection with a leading company in a smaller, more specialized arena. Your company may be small, but if you are successful at what you do, then your company matters a lot. Obviously, the smaller company has the greater benefit. But, to me, all business relationships matter a great deal. Thank you so much for commenting.

    • alocsin profile image

      alocsin 5 years ago from Orange County, CA

      I very much agree with allying yourself with successful companies. Unfortunately, because my business is so small, no successful companies are interested in any kind of relationship with me. Voting this Up and Interesting.

    • MarleneB profile image

      Marlene Bertrand 6 years ago from Northern California, USA

      @Luis - Thank you, I am pleased that you found this article helpful. Strategic partnering is a simple concept, and when utilized, it can be very beneficial to everyone involved.

    • LuisEGonzalez profile image

      Luis E Gonzalez 6 years ago from Miami, Florida

      Interesting concept and a very well put together piece of info. Thank you you gave me some really good ideas.