We talk a lot about the importance of partnerships in public relations, and for good reason. Co-branding is one of the most effective, but often overlooked ways to build a business, boost awareness and introduce a brand to new audiences. When done correctly, these cross-pollinations can be a thing of beauty- something that might surprise and delight customers and attract new fans.

That said, for a partnership to truly work, both parties must be excited, invested and the concept should be a win-win for all players in the game. Sometimes easier said than done, right?

If you’re wanting to engage in a partnership with another brand, non-profit or individual, there are 4 cardinal rules that you should know before jumping in. By following these guidelines you will be on the right track to a sustaining, mutually beneficial co-branding relationship.