How to Balance Both Brands in a Cobranding Space

Need the basics on co-branding? Learn what key points you need to have a successful co-branding experience and what metrics you need to validate performance.

Highlight each brand’s unique identity 

When designing a dual-branded space, it’s important to showcase each brand’s unique features while maintaining a cohesive overall look and feel. One way to achieve this is by incorporating each brand’s messaging into the design elements, such as signage and displays.  

By prominently yet proportionally displaying each brand’s logo, designers can help to reinforce both brands’ individual identities while still blending seamlessly together. With the right design, any two brands can and should create a memorable and effective dual-branded environment.  

Blend both brands together 

When blending two brands together in a cobranding Space, the key is to find not just common but also complementary ground. This means identifying key elements that both brands share, such as values, aesthetics or target audience.  

A great design team can create a transition between the two brands that allows customers to seamlessly move from one to the other. Selecting complementary design elements is also crucial in maintaining a cohesive dual-branded space. This can include using similar color schemes, materials or patterns, as well as incorporating elements that reflect both brands’ unique identities.  

By finding common ground and selecting complementary design elements, you can create a dual-branded space that feels coherent and harmonious, while still allowing each brand to shine. 

Create a memorable & continuous customer experience 

Creating a memorable customer experience in a dual-branded space is all about engaging and delighting customers in unique and exciting ways.  

One way to do this is through incorporating interactive elements into your space, like touchscreens, virtual reality or creative displays. (Want more ideas? Check out our article on retail technology here.)  

Digital elements executed well can draw customers in but also, more importantly, keep them engaged, leading to more sales. All of this while additionally providing valuable information about your products. Another way to create a memorable customer experience is by incorporating brand storytelling into your space. This can include telling the story of each brand through visual displays or creating an emotional connection with customers by highlighting the values and beliefs that each brand stands for.    

By creating a memorable and engaging customer experience in your dual-branded space, you can help to build brand loyalty and drive repeat business.    

Incorporate brand storytelling 

When it comes to creating a cobranding space, it’s a little more challenging to tell both stories while also creating a new one. It’s why we refer to dual branding as a “marriage of brands.” A unique emotional connection with customers is more important than ever. 

Through ideas around dual-branded touchpoints, such as packaging, shopping bags or personalized notes, you further reinforce the dual-branding narrative beyond the store visit. 

Or, if the brands are becoming one, highlight the most important moments of each company. Everybody loves a “meet-cute.” We've accomplished this in many ways, but a favorite is always through an aesthetic timeline in a prominent area of the space.  

All of this helps to build brand loyalty and create a sense of community among customers. By tapping into the emotional aspect of branding, you can create a memorable and impactful dual-branded space that customers (and their friends) will want to come back to time and time again.   

Measure your success 

After implementation, Miller Zell can work with you and your data to help you achieve the same or higher levels of success on future projects. Ultimately, measuring the success of your dual-branded space requires a combination of quantitative and qualitative analysis, as well as a willingness to adapt and adjust your strategy over time based on the insights you gather. 

Track customer feedback 

Collecting customer feedback is a vital aspect of maintaining a cohesive dual-branded space. By getting data directly from customers, you can gain valuable insights into what is working well and what needs improvement. This can include collecting feedback in-person or digitally. An effective method we recommend is a post-shopping survey (with incentives.) This can either be digitally displayed near the exit or linked through a QR code on signage OR the receipt.  

Once you have collected this feedback, carefully identify any trends or patterns that may emerge. Maybe the space has a corner that’s a trending photo opportunity. Maybe it’s a product everyone is talking about. This analysis can help you to make informed decisions about how to improve your dual-branded space, such as by adjusting the layout, adding new features or updating your messaging.  

By regularly collecting and analyzing customer feedback, you can ensure that your dual-branded space remains relevant and effective over time. 

Analyze sales data 

Measuring sales performance is a crucial aspect of maintaining a successful dual-branded space. When our clients track sales data, they’ve found it easier to identify which products are most popular and adjust/relay their strategy accordingly. This can include making changes to your product mix, adjusting prices or promoting certain products more heavily. In addition to tracking sales data, it’s important to regularly evaluate your overall strategy and adjust as needed. This can include updating your brand messaging, refining your visual design or making changes to your layout. 

Maintain the cohesive dual-branded space 

So how do you maintain a cohesive cobranding space for the long term? It starts with consistently evaluating your strategy. 

Regularly evaluating your brand strategy, updating your design and adjusting your messaging are crucial components for maintaining a cohesive and effective dual-branded space. This can include analyzing sales data, tracking customer feedback and conducting market research to stay up to date with industry trends.  

Additionally, it’s important to regularly evaluate your brand strategy to ensure that it aligns with the goals and values of both brands. This can involve collaborating with both brands to identify shared goals and values, as well as communicating effectively to ensure that everyone is on the same page.  

By maintaining open lines of communication and regularly evaluating your strategy, you can create a cobranding space that is both cohesive and adaptable to changing market conditions.