Co-branding is an increasingly effective way to open new sales channels.
Occasionally, co-branded marketing collateral is required to support this effort. Co-branding in this context means merging SAS’ product messaging and visual brand identity with that of partner organizations.
SAS currently practices co-branding with some large global partners like Accenture, Teradata and Capgemeni. Examples of co-branded collateral that meet established standards with these partners are shown below.
There are no predetermined standards for creating co-branded collateral with a partner for the first time. Each relationship is unique; therefore, communication with each partner is critical to creating collateral standards that both parties can endorse. Each company wants to be presented in the best way possible, and each is concerned with protecting its own brand. Forthright conversations about a few key aspects of producing co-branded collateral can help the process flow smoothly.
Establish some basic parameters before you begin
- Decide who from each organization will be responsible for the writing, design and production of each piece of collateral, and ensure that the individuals involved have been introduced to each other and understand their roles in the process.
- Institute a review and approval plan.
- Publish the names of individuals from each organization who must approve both content and design.
- Determine how the brand components from each organization will be presented:
- Designate which company logo will appear first.
- Establish a color palette.
- Identify a design style and format.
- Share any mandatory parameters for using corporate brand assets (rules for using corporate logos, for example).
- Ensure that SAS is positively referenced in the content before applying our logo to a partner’s collateral.
- Get approval from Global Partner Marketing for content about us or use of our logo.
- Ensure that a contract for using the SAS logo is in place before allowing a partner to display it.
SAS preferences for co-branded collateral
While the above strategy will yield collateral that both companies can work with, the following guidelines represent SAS’; corporate preferences for co-branded collateral:
- Logo Guidelines – The SAS logo and the partner’s logo should be the same relative visual size and displayed on the same level, which illustrates an equal partnership.
- Color Guidelines – Whenever possible, the primary brand colors from each company should be represented equally in the overall design. If the partner’s primary brand color clashes with the SAS corporate blue palette, then a brand-neutral color palette should be developed. A brand-neutral palette is a color scheme that does not use brand colors from SAS or the partner.