In this episode, Jason and Bridget are joined by Josh Pollock. We’ll discuss the pros and cons of co-branding your WordPress products.
Josh Pollock – Caldera Labs – Caldera Forms – Caldera
@Josh412, @calderaforms, @CalderaWP, or @CalderaLearn #catdera
Co-branding is when you leverage the audience of two different brands by teaming up together to help elevate both brands or gain a new audience segment. (Like the Eddie Bauer Ford Explorer)
Caldera and Give did a co-branding with a tutorial on using Caldera Forms to submit a fundraising campaign
“Create a Peer-to-Peer Give Campaign with Caldera Forms” – http://bit.ly/2vdvrxH
Prerequisite: Get involved in the community
At some point, you just sit down with someone and say “Hey, I need something” and then figure out what it is that you can offer them in return – how can you benefit each other?
The WordPress community is often resistant to a hard-sell, but you do at some point need to move a friendly conversation to a professional-friendly if you are interested in partnering with them – try not to be too aggressive though!
Go ahead and put your business contacts in a CRM, but make sure you keep the relationships natural – don’t always follow up on the 2nd Tuesday of the month!
One of the benefits of co-branding is you get to play off each other’s strengths
If one company does a post featuring the co-branding, it’s a good idea to do a follow-up post with your brand as well and link back
We’re ALL co-branding with WordPress – WordPress.com now allows users to install plugins and that’s a big deal for plugin authors
WordPress benefits from the volunteers that give back
Make partnerships even when you are just starting out – but start by GIVING, don’t worry so much about what you’ll get back – make yourself useful to other people, give of your time
If you know that you have a conflict with your plugin and another plugin – maybe reach out to the company on behalf of your customers instead of sending the customer to them with the problem – then you both benefit and your customers are all happier!
Great partnerships shouldn’t require a lot of effort from either side – they should be a natural give and take
Reminder – a logo is not a ‘brand’, it’s the relationships that you build with the people who use your product that makes the brand
Co-branding is to leverage the individual relationships that each brand has built with people
Whether it’s going to WordCamps, emailing, or talking on twitter, it’s all about building relationships w/ people
Brand / values matter – don’t co-brand with a company that violates your brand or what you stand for, you need to pay attention to their ‘voice’