The key to a successful licensed brand

Expanding your brand and targeting new audiences through licensing is a great way to build awareness, grow your market, and win new fans. Whether you are launching a new brand, testing a new market, or re-introducing a trusted brand, messaging is key to developing consumer appetite and trust. Effective licensors and brand owners must work closely with their licensees to align key messaging across categories, targeting select demographics and audiences with a streamlined brand identity and purpose.

To support messaging, the relationship between the licensor (usually the brand owner) and licensee is instrumental in defining the overall brand image. The licensor’s role is often in ensuring the authenticity and relatable identity of the brand. They set the standard as to how their brand should be represented and managed, defining its core values, purpose, positioning and the tone of voice with which it should be communicated. 

Marketing agencies, creative studios, and public relations teams are instrumental in this process, defining the scope and guidelines for licensees to abide by. This stage is paramount to safeguarding a strong brand identity with touchpoints for licensees to build upon. Without this your brand will not be or remain relatable to your customers.  

Identifying and understanding your audience is imperative to the licensing journey. When it comes to those brand fans who have already bought into your brand, choosing products that are an authentic fit will cement loyalty, as well as engage new customers. If a product is a poor fit, it will soon be seen as a sell-out causing customers and fans alike to disengage.  

With messaging agreed and products in place, licensor and licensee need to collaborate on branding, packaging, and so on, ensuring that everything aligns with the overarching guidelines to ensure instant recognition and connection with customers.