Leveraging brand collaborations to maximize results

Derek Blaszak

Guest Columnist

July 28, 2025

In today’s marketing landscape, brand collaborations are more than just a trend – they’re a strategic tool for growth.

A brand collaboration is when two or more brands partner together to create a joint product, campaign, event or experience.

Tactics like limited-time offers, content partnerships, social media activations and unique packaging help generate buzz and expand market reach.

Whether it’s an unexpected pairing or a partnership rooted in shared values, collaborations offer brands the opportunity to reach new audiences, expand awareness and strengthen credibility. 

However, when considering a brand collab, there are a few things businesses should consider before diving in.

Finding alignment

Though brands with similar audiences or identities often partner successfully, a collaboration doesn’t always require an obvious match.

Brands should consider what their goals are and if teaming up with a brand will help them achieve these goals.

Recently, a local creamery client of Element’s was approached by the musician Lil’ Wayne to collaborate on his album launch.

On the surface, these brands didn’t have a lot in common.

However, the pairing offered the opportunity to introduce Wisconsin-made goat cheese to a broader audience.

Element worked with the local client to align its messaging with the rapper’s album and brand for messaging that resonated with both audiences.

Finding this sweet spot is the key to a winning partnership.

Lead with intention

At the heart of every successful brand collaboration is a clearly defined strategy.

Before entering any partnership, it’s essential for both parties to agree on specific goals – whether that’s boosting engagement, driving sales or elevating brand image.

Defining the strategy upfront helps ensure that every decision, from creative direction to promotional tactics, supports those objectives.

It also provides a framework for measuring success after the campaign concludes.

Without a clear strategic foundation, collaborations can easily become disjointed, confusing audiences and diluting both brands’ messaging.

Strategy keeps the collaboration focused and ensures both brands benefit in meaningful, measurable ways.

Seamless execution

The most memorable collaborations are those that pack a creative punch, offering something unexpected, bold or culturally relevant that grabs attention.

However, with big creative swings comes risk.

Brands should be prepared for the possibility of confusion, mixed reactions or even backlash, especially if the partnership feels too far removed from their core identity.

Planning for these scenarios can help brands navigate challenges and keep the focus on the collaboration’s positive outcomes.

This could look like implementing audience monitoring and having a response plan in place with some pre-drafted statements.

Results delivered

Measurement is key to determining whether a brand collaboration delivered.

From social media engagement and website traffic to sales lifts and earned media coverage, brands should track performance against their original objectives.

Qualitative results, such as shifts in brand perception or audience sentiment, are also important in evaluating long-term impact.

By analyzing both quantitative and qualitative data, brands can gain a clear picture of what worked, what didn’t and how future collaborations can be optimized.

The value of a partnership isn’t about the buzz it creates, but the results it drives.