Be it. Do it. Say it. This mantra from Walmart’s CMO could just as easily apply to a mom and pop wanting to convey who they are in a memorable way. The original message was that when brands speak to their audience, whether directly or indirectly, they sometimes fall short of providing inspiration to buy into the brand. The reason? Their marketing is not consistent with their mission or values.
You can strengthen your brand by striving to do the opposite. And one of the best ways to do that is by collaborating with people outside of your business.
Collaborations Should Convey Authenticity
This lesson about authenticity is key to modern marketing because there is no bigger turnoff to today’s audiences than forced messaging. That’s part of what makes collaboration so essential for brands today. Connecting with clients and other potential partners to foster innovation helps you expand your reach and build credibility. Therefore, to entice others to collaborate with you, start with these three principles based on the mantra above:
- Be authentic to who you are.
- Stay consistent with your brand.
- Be vocal with your messaging – and skip pointless information.
Client Collaboration Matters More Than Ever
Client collaboration is important for a couple reasons. In the age of AI, human-driven messaging stands out even more. And one of the quickest ways to do so is through firsthand experience. When a person or organization that has used your services showcases some detail about your business in a positive way, it reinforces what is great about your brand without selling anything.
Inspiring Your Audience to Action
Partnering with clients, influencers, and creators allows you to access new audiences and create unique, compelling experiences together. Try not to overthink the idea of working together. Instead, focus on the creative ways you can inspire someone else to produce something with you. This mindset will only strengthen your message as you solicit clients for their local content, whether through stories, pictures, or social media posts.
3 Examples of Creative Collaboration in 2025
To get started, all you need is an excuse to partner with someone else, as long as it doesn’t stray from your core brand. It could start with a seasonal moment, such as spring break, that most individuals as well as families can relate to. You don’t necessarily need an excuse, but finding some timely event might make your job easier.
1. Find an opportunity for engagement.
Assume there are untapped moments all around you, waiting to be discovered. If you consider where a client or potential consumer might interact with your brand, each of those possibilities represents an opportunity for engagement.
- Tip 1: Encourage past clients or customers to share a personal experience with the brand on social media using unique hashtags.
- Tip 2: Partner with them to create content that resonates with a specific audience segment rather than traditional ads.
2. Offer something from your business.
Collaboration can also be aimed at finding business partnerships in unexpected places. Who have you met who does something complementary to what you do? Focus on creating value and measurable business outcomes, rather than empty metrics.
- Tip 1: Engage customers in loyalty programs where their feedback directly influences future product innovations, linking their involvement to tangible business growth.
- Tip 2: Invite a contact to co-create product features or services. Perhaps even offer them a stake in the development and a chance to see the direct impact on business growth.
3. Integrate a cultural trend.
Scope the cultural landscape, and your upcoming calendar, to foster engagement in spaces where your target audience naturally is:
- Tip 1: Create user-generated content campaigns – through challenges or themed promotions – where customers participate in cultural moments related to your brand. For instance, a Cinco de Mayo contest related to a decorative item or food ingredient you sell.
- Tip 2: Allow customers to contribute to your story, like sharing images of a favorite memory, which can be incorporated into your marketing.
Connections Marketing Will Help You Improve Your Conversion Rates
Connections Marketing consults with growing brands about how they can use digital media to get their message across. Our team can help you find new ways to tap into your audience’s needs and wants while providing them a way to share their ideas in a collaborative way. Reach out to Connections Marketing for a free consultation today.