Amazon.com, Starbucks, iTunes- all brands with instant recognition, instant authority and instantly perceived value. Every business would like to have that kind of brand identity.
Your business may not yet have the resources or scope to build the prestige of such international brands. But, you do have the ability to expand your brand identity through pairing with theirs.
By “pairing” we mean creating an association between your brand identity and that of another brand. Some high profile examples of brand pairing are Doritos and Taco Bell with the Doritos Locos Tacos, and James Bond pairing its brand with Heineken.[/vc_column_text]
The brand pairing of Doritos and Taco Bell multiplied the impact of two similar brand identities. Together, they increase the impact of those shared characteristics.
The pairing of James Bond and Heineken brought desirable changes to the identities. Bond’s cool confidence and style carried over to Heineken. Meanwhile, Heineken’s popularity with younger demographics spread to a franchise looking to revitalize its image.
Your Brand Identity
Brand pairing isn’t exclusive to the major leaguers, though. An effective and much less complicated method is the use of gift card incentives. By running a promotion where customers can earn a big name brand gift card you can show that brand on your promotional materials. You can incentivize your customers with a brand they already know and value.
By mere proximity, you have expanded your identity.
By using e-gift card distributors such as Promotion Vault, brand pairing through incentives can be done inexpensively and easily.