Co-branded products are everywhere. They seem like a surefire win, combining the strengths of two brands. But here’s my take: most co-branded products miss the mark. Why? They don’t focus enough on what truly matters—the audience.
Let me explain.
Brands often team up because it looks good on paper. They think combining their logos will attract both fan bases. It sounds smart, right? But many collaborations fall flat because they’re not designed with the audience in mind. Instead of creating something that resonates with both, they focus on the partnership itself. And that’s a mistake.
Focus on the Users, Not the Brands
The first rule of co-branded products should be this: focus on your audience, not the brands. Many companies get caught up in their partnership. They focus on their shared values, their histories, or their brand stories. But let’s be honest, most consumers don’t care about that. They care about what’s in it for them.
A product should be created with the users in mind. If both brands serve different demographics, you need to find a way to bridge that gap. The product should solve a problem for both groups or offer something they didn’t even know they needed.
Most co-branded products fail because they only cater to one audience—or worse, neither. Brands often assume that just slapping their logos on a product will make it successful. It won’t.
Understand Each Brand’s Strengths
Here’s another contrarian thought: don’t assume that combining two strong brands will automatically result in a stronger product. Brands need to understand what they’re actually bringing to the table.
For example, if one brand is known for luxury and the other for affordability, the end product shouldn’t aim to be both. It’s confusing. Audiences want clarity, not a mishmash of conflicting identities. You need to leverage each brand’s strengths without diluting either.
The best co-branded products are the ones where each brand brings something unique to the table and enhances the overall offering. It’s not about being everything to everyone. It’s about amplifying what each brand does best in a way that makes sense for both audiences.
Don’t Overcomplicate It
Here’s a big one: keep it simple. Many co-branded products try to do too much. They want to be innovative, groundbreaking, and flashy. But in reality, people just want products that work.
Don’t overcomplicate the design or functionality just to show off the collaboration. A sleek, user-friendly product will resonate far more than something overly complex. Simplicity is key, especially when you’re trying to appeal to two different audiences.
Sometimes the best ideas are the simplest ones. Look at co-branded products that have succeeded. They weren’t trying to reinvent the wheel. They just brought together two strong elements that made sense for their audiences.
Create Real Value
The most important aspect of any co-branded product is value. If the product doesn’t bring real value to the customer, it won’t matter how famous the brands are.
Consumers are smart. They can tell when a product is just a marketing ploy. If it’s clear that the collaboration is more about the brands than the product, it won’t resonate. The product needs to have a purpose. It needs to improve the consumer’s life in some way.
Value can come in many forms. It might be a new feature, a better design, or simply a product that’s more fun to use. But if the value isn’t there, no amount of co-branding will save it.
Key Takeaway: Start with the Audience
If you want to create a successful co-branded product, start with the audience. Forget about the partnership for a moment and think about what your users actually want.
Focus on simplicity. Leverage each brand’s strengths. And most importantly, create real value. If you can do that, you’ll design a product that resonates with both audiences. And that’s the ultimate goal.
