Side projects and joint ventures: do they help or hurt your branding effort?
Do you feel that side projects enhance, or detract from someone's primary expertise?
Let's say you're a dog trainer, and your current website reflects that.
But then you opt to participate in some sort of online Pet Parade, or you throw up a sales page selling doggy toothbrushes... and then you contribute to an "Animal Aerobics" pet fitness project of some sort.
Do you think this would help, or hinder your reptuation as a dog training expert?
Does involvement in many side projects help to push your name out there farther... or does it only succeed in confusing people about what you do?
Or... is it simply a matter of branding yourself better while you're participating in such events?
Clarification added September 16, 2007:
Hi all, thanks for your responses! I'm thinking about branding in a very literal sense, from a marketing perspective - the "look" and "voice" of your company. Large corporations don't typically "forget" to brand, or have to worry about "weak" branding when becoming involved in joint ventures with other big brands.
But I WAS thinking about the little guy - small businesses, and even solo entrepreneurs. I see a lot of joint ventures happening online with the same people over and over, to the point that I recognize their names and their expertise. AND YET...
I frequently have no idea what type of service this person offers with their primary business, nor do I have a clue where to "find" said business. What's the company name, what's the URL, that sort of thing.
Does this make sense? To me, it's a sign of weak branding. I'd like to see more companies really coming out and being clear about what part of the industry they hail from and what they offer - no matter what ventures or events they're running on the side.
My idea of a solution for the doggy toothbrush guy would be to MAKE SURE that his logo and company name/tagline appear on every single piece of marketing or promotional material that's created in support of the side venture. This way, nobody is confused about his business.
Your thoughts?
Clarification added September 16, 2007:
Hi all, thanks for your responses! I'm thinking about branding in a very literal sense, from a marketing perspective - the "look" and "voice" of your company. Large corporations don't typically "forget" to brand, or have to worry about "weak" branding when becoming involved in joint ventures with other big brands.
But I WAS thinking about the little guy - small businesses, and even solo entrepreneurs. I see a lot of joint ventures happening online with the same people over and over, to the point that I recognize their names and their expertise. AND YET...
I frequently have no idea what type of service this person offers with their primary business, nor do I have a clue where to "find" said business. What's the company name, what's the URL, that sort of thing.
Does this make sense? To me, it's a sign of weak branding. I'd like to see more companies really coming out and being clear about what part of the industry they hail from and what they offer - no matter what ventures or events they're running on the side.
My idea of a solution for the doggy toothbrush guy would be to MAKE SURE that his logo and company name/tagline appear on every single piece of marketing or promotional material that's created in support of the side venture. This way, nobody is confused about his business.
Your thoughts?
Answers (4)
Brian M
at Schweitzer Engineering Laboratories
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Hi Dina,
Well, they definitely affect your brand and need to be managed as part of the brand. The benefit or harm can run the entire range. If you were small and your ended up in a joint film-making project with Disney, would that help or harm? What if your largest investor (and you've widely publicized the fact) was Michael Vick? What if Bill Gates uses your software in his house?
The lesson has to be that you are taking a risk in any side venture. You must assess the risk and account for it. You must then exercise judgement to accept or reject ventures and projects as appropriate.
For the dog trainer, is there a set of research that shows the benefit of toothbrushes to the dog and the benefit to the pocket of the owner? Yes? Then go for the toothbrush sales and back it up with data to show how it enhances you status as a trainer and businessperson who cares about dogs.
Good luck,
Brian MacLeod
Grant S
Senior Account Manager, SEO at The Search Agency
Best Answers in: Advertising (9), Internet Marketing (4), Business Development (4), Search Marketing (2), Customer Service (1), Guerrilla Marketing (1), Customer Relationship Management (1), Interface Design (1), Web Development (1)
As long as any projects or joint ventures maintain and align with your brand (and perception of your brand) there is upside, in further demonstrating the commitment to your brand values, messaging and goals.
When deciding on these projects/ventures look for those that are easily demonstrable as being along these lines, then promote that fact.
A dog trainer that aligns themselves with a shelter underscores love and appreciation of animals, your example of selling toothbrushes if positioned in a way that shows the same empathetic approach to dog health as an extension of your brand - which might be encapsulated in "total dog-training for wellness and longevity" e.g. - also enhances and supports the brand...
HTH
Seth B
Gas Station Zebra
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It depends on the event and your involvement. For example, Animal Aerobics could be a worthy enterprise and a good place to be seen by active and concerned Pet Owner. But what is your involvement?
If you're just a participant on the same level they are, it might lessen your mystique as an expert. If you are a presenter at the event, or get to share the stage or be introduced from the audience, then it reinforces your image as a respected professional in the animal community.
For as long as everything aligns with your actual brand's core value, these things should help strengthen your brand.
In your dog example, it would strengthen your branding as a dog or animal expert, not necessarily a dog trainer.
