How to Borrow an Audience to Build Awareness

From a participant in my online personal branding course called How to Become Unforgettable:

Q: What do I need to consider when it comes to collaborating with other brands in the same field? Does my own personal or professional development in that field determine how to associate with other brands? At the moment, I’m wondering how it would affect my personal brand... knowing I might be limited to presenting myself in someone else’s profile structure.

-@asrarmousli

A: Hi Asrar. You need to consider where you are in your growth and development as a personal brand. 

If the most essential part for your brand is building awareness, I wouldn't be terribly discerning about where you show up as long as your bullseye target audience is somewhere in the mix. So, collaborate as much as possible. 

One of the best ways to build your brand is to find great partnerships and "borrow" their audience—even if there is some crossover in your offering. My collaborators often trust me to engage their audience with valuable content. And I am able to spread the word about what I do to new prospects.

I'm in the awareness-building stage of my brand journey, so it's a clear win/win for both my collaborator and me. Look for that win/win with your collaborators. 

Additionally, I need to remind myself that there is plenty of work to go around, and not be competitive with my collaborator—racing to snap up the next client. There is only one Greg Monaco. There is only one Asrar Mousli. Even if your product is the exact product of your collaborator, there is still room for you to attract the customers that are a good fit for you, and only you. 

At some point, when you've reached a certain capacity, or when your brand has taken firmer root, you may see that collaboration differently. In the meantime, go for it and gobble up the exposure—you have friends to make!