Brandscaping involves marketing partnerships between brands with shared customer demographics. It is a successful strategy for several reasons: 1) Cross-promotional social media campaigns that include multiple brands usually cost the same as a single brand campaign but reach a larger audience. 2) Brands can pool resources to create content like videos or infographics that individual brands could not produce alone. 3) Customers enjoy discovering new ways to use their favorite products, especially when brands that complement each other form partnerships. Brandscaping makes brands seem more approachable than worried about competition. It is a way for brands to network and engage with thought leaders in their industry. When done correctly, brandscaping can significantly

1. Why Social Brandscaping Works

2. If you’re not familiar with the concept, you’ll want to listen up.
Brandscaping occurs when two (or more) brands get together and form a marketing
partnership that increases demand for all brands involved. Typically the brands
aren’t direct competitors but instead have a shared customer demographic.
It takes finesse and a leap of faith to make brandscaping
successful but the rewards are worth it.
One of the greatest benefits that has sprung up around
social media is what it has done for brandscaping.
Think of it as a “hot dog and buns” approach to marketing.
Sure, you can have one or the other on a plate but
together they’re an unbeatable combination.
Photo Credit: Flickr.com/TheCulinaryGeek

3. Why is brandscaping such a successful strategy?
Let’s take a look.
• Cross-promotional social campaigns that include both
brands usually cost no more than a single-brand campaign,
but reach twice the audience.
• Brandscaping is also a way to pool resources to create
collateral each company might not be able to produce on
their own.
• The cost to produce set of videos or infographics can add up
quickly but if more than one brand is pitching in, it’s easier
to share the investment.
Power in numbers.
It’s difficult to stand out in a crowded space, but there’s definitely power in numbers.
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4. • Customers love to find new ways to use their
favorite products.
• Teaming up with a brand that compliments what
you have to offer is a terrific way for consumers to
find options they never knew existed.
Why is brandscaping such a successful strategy?
Let’s take a look.
Consumers like options.
As the saying goes, “Two heads are better than one.”
• Brandscaping is also a great way to reexamine your own brand to see what
new and added value you have to offer that you never noticed before.

5. • Marketing partnerships make your brand feel approachable and amiable
instead of flustered and worried about competition.
• Brandscaping sends consumers the message that you’re so confident in your
product or service that you’re even willing to share the spotlight with others.
Why is brandscaping such a successful strategy?
Let’s take a look.
Your brand looks friendly.
• Much like political smear campaigns, customers don’t
like mud-slinging ads where brands bash a competitor.

6. • You’ve heard the advice before: To really succeed on social
networks, find and engage with the thought leaders in your
industry.
• Brandscaping is a smart way to approach potentially valuable
partners by bringing something to the table that’s mutually
beneficial to you both.
Why is brandscaping such a successful strategy?
Let’s take a look.
Great for networking.
Photo Credit: www.ace8media.com

7. Many brands are reluctant to take a chance
on connecting with competitors for fear of
losing ground with their customers.
When done right, brandscaping can take
your business and customer relationships
to a whole new level.
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