Collaborative brand touchpoints examples | Fiona Gobbo Creative
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Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image

Collaborative brand touchpoints examples

Influencer marketing. A term that will pop-up in every marketing department meeting. Who should you pick? What is the effect of collaborating with an influencer? It’s an important choice to make because it is part of your collaboration brand touchpoints. They have an impact on your image and need to fit the strategy when you build your brand. However, being that you don’t fully control what will happen makes the choice harder. It’s all about doing your due diligence on the influencer, brand ambassador or brand you are merging with. They need to be the perfect fit for your brand and grab the attention of your ideal client.

 


 

It’s all about doing your due diligence on the influencer, brand ambassador or brand you are merging with. They need to be the perfect fit for your brand and grab the attention of your ideal client.

 


 

In this post we’ll explain the different types of collaboration brand touchpoints and give a couple of examples of brands who picked the right partnerships. Make sure you check out our other posts on brand touchpoints. Here we’ll explain the concept and importance to you of brand touchpoints. In this article we’ll give examples of offline brand touchpoints and here you’ll find the online brand touchpoints to add to your mix for your brand. Why are we sharing this? Because every single brand touchpoint needs to work together and create the brand experience. Making it as seamless as possible helps to create the best user experience for your ideal client. But let’s dive into collaborative brand touchpoints!

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Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image

Brand image & building

TYPES OF COLLABORATION BRAND TOUCHPOINTS

01 | Clients & word-of-mouth

Your clients may not have a large following on social media or influence a big group of people but that doesn’t mean that your client isn’t as important. Dare I say, they’re even more important. Having a seamless brand experience is what helps them go from a potential customer to a loyal client.

You need to take the time to help them with questions before or after a purchase. But also have an open-mind to the problems they may experience. Make them feel special by doing something extra or assign them a personal shopper or associate to personalize their experience. Give them attention to create a positive brand experience.

 


 

A Nielsen study in 2021 — Nielsen Trust in Advertising — shows that 88% of consumer mostly trust the recommendations from people they know over other marketing messages.

 


 

Because the more positive their experience is, the more likely it will be that they suggest it to one of their friends. And what better person to trust than a friend who recommends a brand when you’re looking for something. They have an unbiased first hand experience. A Nielsen study in 2021 — Nielsen Trust in Advertising — shows that 88% of consumer mostly trust the recommendations from people they know over other marketing messages.

Also think of it from the other side — when a customer has a bad experience, it will spread like wild fire among their friends. The worse the experience, the more they’ll go out of their way to not recommend your brand.

 


 

Collaborative brand touchpoints example: User generated content

User generated content is mostly authentic content about your product and/or services made by your clients. They share the content without expectations of getting anything back. Most of them share it because they appreciate your product or service.

As a brand user-generated content is a great way to connect with your clients and build a community. By sharing and engaging with user-generated content you are in direct contact with your clients and thank them for sharing. To make it easy for your clients to share their positive experiences with your brand, use a branded hashtag and make your brand easy to find on social platforms. Not only can they easily share their experience but also find genuine reviews from clients. It also makes it easier for your community or social media manager to engage with the content.

 


Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image
Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image

User generated content examples — photos & sets created with luxury products

02 | Brand ambassador

In case you are thinking “but isn’t this the same as an influencer?”. No, it’s not. At least not in all cases. When I worked in PR years ago, we started working with brand ambassadors for brands that were Dutch actrices or musicians and not people who use their social media to influence peoples buying decisions (side note: influencer marketing wasn’t a big thing back then). For example, Jennifer Lawrence is a brand ambassador for Dior and wears the brand when she has big premieres or award shows. She’s not an influencer but does create brand awareness for Dior. It’s mostly about a person you want your brand to be associated with because they are the embodiment of the spirit of your brand.

However, with the importance of social media in many fields a lot of brand ambassadors will have a bigger following in many cases. And with influencers building their own brands, they are also slowly becoming more and more often brand ambassadors. The difference is most of the time working with influencers means that they are working with the brand on a campaign. They create content around the brand, products or services. A brand ambassador is a lot of the times an exclusive collaboration.

 


 

It’s important when you select an influencer to work with, that they match your brand and brand message.

 


 

03 | Influencers

An influencer is someone who uses their platform — social media, content platform, website or blog or their own brand — to influence other people to either buy a product or service or share a message for a cause. Brands collaborate with influencers because they have credibility among a certain ideal audience or have a community of likeminded individuals. It’s important when you select an influencer to work with, that they match your brand and brand message. There have been a few incidents where an influencer worked with a brand and something comes out that’s conflicting with the campaign or brand message.

Due diligence is important in the pre-selection. Do your homework, select based on brand message and last the numbers. Yes, reach is important but you want your collaborations to match and support your brand vision.

Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image
Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image

Collaborative brand touchpoints example — Dior brand ambassador Marion Cotillard

04 | Brand collaborations

A brand ambassador or influencer can collaborate with a brand but there are also brands that collaborate with other brands. They are two brands with the same mission or style which strengthen both of their image and message. You often see this in fashion with special causes like the Net-A-Porter collab with six different brands to create more awareness for International Women’s Day. Or two different types of brands that have the same ideal client, like the Nike x Tiffany’s collaboration. It’s a mixture of the recognizable features that they use to appeal to their audience.

 


 

Nike and Tiffany & Co. collaboration example

In 2023 Nike and Tiffany & Co. announced that they are collaborating on a collection including a branded Nike Air Force 1 design. The first image of the collaboration was announced on the 29th of January and they slowly used a drip marketing strategy to show more and more. However, people weren’t impressed by the end result — the Air Force 1 design lacked the elegance of the Tiffany brand for many people and not thinking certain details through that could’ve made it more of a perfect fit. People started to make their own AI versions of what the collab could’ve looked like which led to more interesting designs. Even though the collaboration might not see like a successful one, it did help Tiffany’s strategy to attract a younger, first adaptor audience.

 


 

Fendace — two iconic Italian brands collaborating

Fendace is a creative switch-up by Fendi and Versace. The two brands came together to play around with both brand elements and style which resulted in Fendi by Versace and Versace by Fendi — Fendace. Instead of collaborating, they swapped styles to create two collections. The success of the non-collaboration was because it had an artistic component to it — they created iconic pieces that people would love to collect. See the full collection here.

 


Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image
Collaborative brand touchpoints examples | Fiona Gobbo Creative | We're sharing collaborative brand touchpoints to consider for your brand and tips to elevate your brand instead of damaging your image

Examples of collaborative brand touchpoints — Dior x Nike collab & Chanel brand ambassador Keira Knightley

(re)build your brand through collaborations

Collaborative brand touchpoints to consider

When it comes to collaborative brand touchpoints, there are many different ways to use them. You can add influencer marketing to your marketing strategy, contract a brand ambassador that elevates your brand or collab with another brand to make a hybrid product or service. Whatever you choose for your brand, it is vital to do your research to select the collaboration that elevates your brand. It should be a fit that feels authentic and on brand but also interesting to your ideal client.

It’s also good to note that these are the brand touchpoints you’ll have the least amount of control over. That’s why doing research beforehand is important. You want to select influencers, brand ambassadors and / or brands that elevate your brand, not damage your image.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

 

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

 

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.