Complementary Brands: Why and How to Leverage Them

For business owners, finding ways to carve out a greater share of the market can be a daunting task, especially if you feel like you’ve exhausted avenues that traditional marketing tactics rely upon. But one strategy that I’ve seen a lot of value in, especially for local brands, is working with complementary brands that have a similar target audience to you. So, how does this form of co-branding work? Find out in this guide.

What is a complementary brand?

A complementary brand is one whose products or services complement yours. Think about a donut shop and a coffee house, where the two businesses partner up to promote each others’ products. I mean, donuts and coffee go hand-in-hand, right?

In some cases, the brand itself you partner with can be an exact complement, or it can be offerings related to values or goals each business prioritizes.

For example, a specialty pet store and a coffee shop’s products might not obviously complement one another’s. However, the businesses might team up and promote each other to create awareness around a specific cause or community event.

Partnering with complementary brands is especially beneficial for local businesses, as these advantages go straight to the communities they support.

Related: What Are Brand Assets?

Why should Businesses work with Complementary brands?

It’s important to remember that you both have similar goals: to grow your business. Every business owner is looking for opportunities to do just that and it just so happens that one of the best avenues to boost your reach and engage new customers without breaking the bank is through complementary brands.

As both of your brands have grown, you’ve likely garnered many of the same customers, but there is an untapped opportunity in those that you haven’t been able to get in front of, or who simply haven’t been convinced to give you a try.

For them, co-branding can be the act that tips the scale in your favor.

“…Trust is a matter of perception and something every business has to earn.”

–Adam Rogers, Sr Content Marketing Manager at Shopify

When they see a brand they trust, love and frequent showing love to another brand, they’re far more likely to give that brand a shot. Trust is a powerful force. As Adam Rogers of Shopify puts it, “It’s important to remember that trust is a matter of perception and something every business has to earn.”

Leveraging the trust customers have for complementary brands is an incredibly valuable strategy to grow your business.

Related reading: What’s a Brand Framework and Why Do You Need One?

How can I leverage my relationships with complementary brands?

Assuming you already have built relationships with complementary brands, there are countless strategies that could be utilized to make that relationship benefit both of you. Being friendly on social media is one great way to do it. Simply commenting on a post to congratulate them or to compliment their work is one of the most simple and inexpensive ways to do it.

Whatever branding and marketing strategy you choose, remember that trust is key. Make sure you work with brands you trust, because your customers will be counting on you to steer them in the right direction.

If you would like more information on how to leverage your brand for co-branded business relationships, or simply to grow your brand, contact the Grove team!