Brands today understand what it means to build strategic partnerships in order to drive growth, expand their reach, and create meaningful connections with aligning target audiences. While much of those partnerships are external, one powerful resource that brands often overlook is their very own employees. How can brands harness the potential of their employees to foster brand partnerships that yield mutual benefits? 

Employee personal brands are just as beneficial for partnerships than a corporate brand. While at first glance it might seem like not the right fit, the truth in the manner is that when a company nurtures individual growth and encouragement within their employees, organic partnerships can develop as a result. 

Identify Synergies

Where there is a will, there’s a way. To better understand possible opportunities, identify areas where there is synergy with both brands. Look for things like a common target audience, shared values or services, or key similarities in mission statements. Identifying these key components begins the process of any successful partnership.

Let’s take a look at the benefits of supporting and partnering with employee personal brands and why it should be considered for your next marketing strategy. 

Personal Connection and Authenticity

Collaboration with an employee’s small business, such as a bakeshop, software company, or clothing line brings a sense of authenticity and personal connection to the partnership. It can even be assumed that the employee may already reflect their business practices in the way you do business. This authenticity can resonate with your customer base and create a more genuine connection between the brand and its audience.

Charisma and Flexibility 

Employee-owned or small businesses often have the advantage of being motivated and flexible. The charismatic, entrepreneurial spirit allows these brands to quickly adapt to changes, experiment with new strategies, and implement interesting ideas without the bureaucratic processes typically associated with bigger brands. This agility and flexibility allow for faster decision-making and more meaningful partnerships. 

Niche Expertise

Small businesses often specialize in specific niches or industries, allowing them to have deep expertise and knowledge in their respective fields. By partnering with an employee’s small business, a company can tap into this niche expertise and leverage it to enhance its own products, services, or marketing efforts. This collaboration can provide valuable insights and unique perspectives that might be harder to find with larger brands.

Entrepreneurial Spirit

Small business owners often possess an entrepreneurial spirit characterized by creativity, innovation, and a willingness to take risks. Partnering with a small business owned by an employee can infuse these qualities into the collaboration, bringing fresh ideas and an entrepreneurial mindset to the table. This can lead to unique marketing strategies, innovative campaigns, and a fresh perspective on reaching target audiences. Small businesses often thrive on innovation and creative thinking. By partnering, this entrepreneurial spirit special to small business owners can inject a dose of innovation into the partnership, leading to unique marketing approaches and strategies.

Promoting a Collaborative Work Culture

Collaborating with an employee’s small business fosters a culture of collaboration within the company. It encourages employees to pursue their passions and side projects, knowing that the company supports and values their entrepreneurial ventures. This collaborative culture can enhance employee satisfaction, promote knowledge-sharing, and spark innovation within the broader organization. Also, a supportive culture that is built in a workplace empowers employees to take risks and freely bounce off ideas, enabling growth both personally and professionally. 

Remember, while partnering with an employee’s small business can bring numerous benefits, it is essential to evaluate the specific business and ask yourself if it aligns with the company’s objectives, values, and desired outcomes. Open communication, clear expectations, and a shared vision will contribute to a mutually beneficial marketing partnership.

While bigger brands certainly have their advantages, partnering with an employee’s small business offers distinct benefits that can be highly valuable for a company seeking new marketing ventures.