How can you use trend research to find the perfect brand partner?

Finding the perfect brand partner can be a challenge for any marketer. You want to align your values, vision, and audience with another brand that can boost your reach, reputation, and revenue. But how do you know which brands are the best fit for your goals and strategy? One way to answer this question is to use trend research. Trend research is the process of identifying, analyzing, and applying the current and emerging patterns of consumer behavior, preferences, and expectations. By using trend research, you can discover the most relevant and attractive opportunities for brand partnerships that can benefit both parties and create value for your customers. In this article, we will show you how to use trend research to find the perfect brand partner in six steps.

1 Define your objectives

The first step to finding the perfect brand partner is to define your objectives. What are you trying to achieve with the partnership? How will you measure its success? What are the criteria for selecting a partner? By clarifying your objectives, you can narrow down your search and focus on the brands that can help you fulfill them. For example, if your objective is to increase your brand awareness among a new segment, you might look for a partner that has a strong presence and reputation in that segment.

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Hugo Patrício - Marketing 🎯

Head Of Marketing Communications | TENSAI INDÚSTRIA / TENSAI FURNITURE
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Using trend research to find the perfect brand partner requires setting clear objectives. Define your goals, whether it's expanding your audience, boosting brand visibility, or increasing sales. Align these objectives with current trends in your industry to identify potential partners whose values and audience match yours. For example, if sustainability is trending, seek partners with eco-friendly initiatives. Leverage tools like Google Trends and social media insights to spot emerging trends and potential collaborators. By setting specific goals and aligning them with relevant trends, you can find the ideal brand partner to drive mutual success.

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2 Identify your target audience

The next step is to identify your target audience. Who are the customers that you want to reach and engage with the partnership? What are their needs, wants, and pain points? How do they perceive your brand and your potential partner's brand? By understanding your target audience, you can find a partner that shares your values and offers a complementary solution. For example, if your target audience is environmentally conscious millennials, you might look for a partner that has a green and social impact mission.

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Hugo Patrício - Marketing 🎯

Head Of Marketing Communications | TENSAI INDÚSTRIA / TENSAI FURNITURE
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Understand their demographics, interests, and preferences to align with relevant trends. Use tools like Google Trends and social media analytics to analyze market trends and identify emerging interests among your audience and potential partners. By precisely defining your target audience and using trend research effectively, you can align with brands that resonate with your audience's values and preferences, fostering mutually beneficial collaborations.

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3 Conduct trend research

The third step is to conduct trend research. Trend research is the core of finding the perfect brand partner, as it allows you to uncover the current and future trends that affect your industry, market, and audience. By conducting trend research, you can identify the opportunities and threats that can impact your partnership, as well as the best practices and innovations that can inspire your collaboration. For example, if you are in the fashion industry, you might conduct trend research on the latest styles, colors, fabrics, and technologies that are shaping consumer demand and behavior.

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Hugo Patrício - Marketing 🎯

Head Of Marketing Communications | TENSAI INDÚSTRIA / TENSAI FURNITURE
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Leveraging trend research is vital in finding the ideal brand partner. It involves carefully analyzing current market trends to identify potential collaborators who align with your brand's objectives and values. Thorough trend research provides insights into emerging consumer preferences, industry shifts, and competitor strategies, enabling informed decisions in partner selection. By integrating trend research into your marketing strategy, you can stay ahead of the curve and position your partnership for long-term success in a dynamic market landscape. Thus, conducting comprehensive trend research is essential for identifying and engaging with the perfect brand partner.

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César Couto Ferreira

Business Development Consultant | Media and Marketing Executive ( ex MTV & VICE & Fábrica do Futuro) | Postgraduate in Data Science applied to Marketing #LegacyIsWinning
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Dive into the data to uncover patterns, correlations, and anomalies. Visualize trends using charts, graphs, and dashboards to understand market dynamics and consumer behaviors. Pinpoint key metrics and KPIs that matter most for your research objectives. Tools: Tableau Public, Microsoft Power BI, Google Data Studio, SAS

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4 Analyze the trends

The fourth step is to analyze the trends. Trend analysis is the process of interpreting and evaluating the trends that you have identified in your research. By analyzing the trends, you can determine their relevance, significance, and impact on your objectives, audience, and partnership. You can also use various tools and techniques, such as SWOT analysis, PESTLE analysis, and scenario planning, to assess the strengths, weaknesses, opportunities, and threats of each trend. For example, if you have identified a trend of personalization, you might analyze how it can enhance your customer experience, differentiation, and loyalty.

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Marcos R. D.

Corporate Strategy | M&A | Finance & Accounting | Commercial Excellence | Pricing | Marketing | Communications | CRM | Market Research | Market Intelligence | Data Analytics | Digital Transformation
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Long-Term Viability:** Consider the long-term viability of a partnership. Ensure that the trends supporting the collaboration have longevity and are not just temporary fads.

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Hugo Patrício - Marketing 🎯

Head Of Marketing Communications | TENSAI INDÚSTRIA / TENSAI FURNITURE
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Google Trends offers insights into search queries, tracking the popularity of topics over time and across regions. Social media platforms like Twitter and Facebook provide trending topics and hashtags, indicating current consumer interests. Industry reports offer in-depth analysis of market trends, helping marketers understand broader industry shifts. By leveraging these tools effectively, marketers can identify emerging trends and align with brand partners that resonate with consumer preferences, enhancing collaborative success.

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5 Match the trends with potential partners

The fifth step is to match the trends with potential partners. Trend matching is the process of finding the best fit between the trends that you have analyzed and the brands that you have shortlisted. By matching the trends with potential partners, you can evaluate their compatibility, suitability, and attractiveness for your partnership. You can also use various criteria, such as brand image, value proposition, customer base, and marketing strategy, to compare and contrast the potential partners. For example, if you have matched a trend of sustainability with a potential partner, you might evaluate how their environmental practices, products, and communication align with yours.

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6 Select and approach your partner

The final step is to select and approach your partner. Partner selection is the process of choosing the most optimal brand for your partnership based on your objectives, audience, and trends. By selecting your partner, you can finalize your decision and prepare for the next steps of the partnership. Partner approach is the process of contacting and communicating with your partner to propose and negotiate the partnership. By approaching your partner, you can establish a rapport, share your vision, and agree on the terms and conditions of the partnership. For example, if you have selected a partner that matches a trend of social media, you might approach them via email, phone, or DM to discuss the details and benefits of the partnership.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use trend research to find the perfect brand partner?

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1 Define your objectives

2 Identify your target audience

3 Conduct trend research

4 Analyze the trends

5 Match the trends with potential partners

6 Select and approach your partner

7 Here’s what else to consider

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