How to Approach a Brand

Whether you’re an up and coming content creator, pro rider or current social media influencer, there are a few things you need to know before approaching a brand.

So, let’s start by introducing yourself. It’s important for a brand to get to know who will be representing them! Whether you want to discuss your educational background or work experience that makes you a champion in your niche, this is your chance to tell them who you are. Mary Campbell, Founder & Boss Mare of Mare Goods, says that she “looks to see what kind of content a potential partner is already putting out there…I want to see what your vibe is all about”. That vibe Mary talks about is crucial in setting you apart from others- because it’s you! Creating a vibe is a whole other area, but brands should get a gist of what you are like when viewing your work. “Are you funny, serious, sarcastic, kind?”, are a few questions that should be easily answered when looking at your curated content. You’ll want to talk about what you do on social media and qualities that makes you stand out as a content creator- don’t forget to hyperlink all your media outlets!

Now that you’ve formally introduced yourself, let’s move onto your impressions of the brand. Brands are always happy to hear that a customer loves their product! So go on, talk about why you love the product you have, how you respect their mission statement and how their mission statement resonates with your lifestyle. Being well versed and having done your homework prior to contacting a brand shows initiative and personal interest. If I can stress one thing out of this blog post, it is that I highly recommend that, before reaching out, you have previously bought a product from them. Brands have a sixth sense and that is figuring out who is and who isn’t a current customer. Why is this so important? Because it shows your support for the brand, you trust the brand, and (let’s be honest) that you’re not just fishing for a deal.

“Many of us are small businesses that don’t have [an endless supply] of inventory to give away, and if we are going to give products… we want to know that they are serious about being a true partner", says Mary. This is something to always consider when approaching brands. Don’t assume they will send you free product, I repeat do not assume they will. These business owners have poured their hearts and souls into their business- it is their baby!

Okay, wonderful! The brand now knows who you are, what you like about their brand and how their mission statement fits into your lifestyle. This is when you propose working together, whether you’re searching for a sponsorship, ambassadorship, partnership and or collaboration, you want to be considerate in this step. Think of this step like a resume, they want to know if you are qualified for this position. “Do you know how to create good visual content? Are you consistent in what and how you post? Do you have a decent following?” are just a few questions Mary asks herself when being approached by a potential partner.

Highlight past collaborations, features, and publications (and hyperlink them). This will show them a taste of any previous collaboration and work. A mindful way of asking a brand to collaborate is to simply say, that it would be a pleasure to work with them and explain why it would be. Remember, every brand has different expectations, social media regulations and procedures they need to follow.

Now that the formalities and proposal have been laid out, it’s time to get down to business, numbers and logistics. A brand needs to know that this is a good investment, so you need to show them your analytics on all social media platforms. We all know the influencers that say “numbers don’t matter”, but to a brand numbers speak. There are a few ways of doing this, you can either include them in the body of your email, attach your media kit, or say it is available upon request. You’ll also want to unpack your analytics and explain how you’ve been able to achieve them and what kind of growth the brand can expect!

It’s time to say farewell and wrap up your well structured proposal. Assuming you are very excited for this potential opportunity to work with them, then state that! There is nothing better than an enthusiastic, confident and genuine content creator who not only believes in the brand, but in themselves.

Before I end this blog post, there are few things I’d like to add! Business relationships take time to foster, the foundation they are built upon is trust and a healthy line of communication. This introductory email marks the beginning of your business relationship! With that being said, ideally we want to do it through a formal email, rather than a casual platform such as an Instagram DM. One last reminder from Mary, don’t cheat and do the copy and paste trick- business owners can tell who is and isn’t genuine. If you’re serious about doing business, take the time to write a personal email.

If the brand you are hoping to work with declines your proposal- do not worry! You want to try to leave the conversation open ended so that there is a continuous conversation. Whether you send a follow up email thanking them for their time, continuing to buy and promote their product, or better yet- all of the above, it will not go unnoticed!

Lastly, a huge thank you to Mary Campbell for giving us insight into a brands perspective! Mary designed Mare Goods for the witty, bold and modern equestrian. Mare Goods is a destination of thoughtfully curated equestrian lifestyle and apparel. Mary’s brand celebrates horses by giving back to the community by donating to philanthropic organizations that support abused and neglected horses.