The 15 rules of brand deals.
If you want to be successful at brand deals, you need to keep these 15 rules in mind. These can help build a framework of best practices to ensure you're meeting the expectations of the brand you're working with, your audience, and of course, yourself.
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Disclosures: The first thing you need to keep in mind is to disclose a paid partnership clearly and conspicuously. Follow FTC guidelines (if based in the U.S.) or your local jurisdiction’s rules. And if your jurisdiction has no official rules, fall back to FTC rules.
Authenticity: This word gets thrown around a lot, but it truly has mean. Collaborate only with brands that align with your own personal values and those of your audience. When you have authenticity, you have trust.
Transparency: This goes for both creators and brands. Be transparent about the terms of the agreement to each other. This means compensation, deliverables, and general expectations.
Quality control: Your sponsored content should meet the same quality standards as what you normally publish. You should maintain creative control over the content to preserve your artistic integrity.
Legal: We already mentioned disclosures, but you should also ensure your sponsored content adheres to all applicable laws and regulations, such as advertising standards, copyright, and intellectual property rights.
Ethics: This one should go without saying, but you should stay far away from promoting products or services that can be harmful or misleading to your audience. Pay particular attention to potential impacts on vulnerable groups, like children or the elderly.
Long-term relationships: Try to build a relationship with a brand vs. seeking a one-off deal. Not only are these long-term relationships more meaningful, but they lead to better outcomes for all involved parties.
Communication: Throughout the collaboration process, there should always be open and clear communication between creator and brand. Concerns or issues should be addressed promptly and professionally.
Performance: Agree on goals and performance metrics upfront as a way to gauge the success of the campaign. Expect to provide data and analytics to the brand as part of the campaign. Also expect to make adjustments to the campaign.
Deadlines: Honor deadlines, always. This means content creation, posting schedules, and really any other deliverables outlined in the agreement.
Respect the brand's reputation: Avoid engaging in behavior that could tarnish or call into question the reputation of the brand you're working with. Help protect it by creating content that reflects positively on their image while maintaining authenticity.
Take audience feedback seriously: Your audience is your family. Be open to address any concerns or questions they have about your partnerships. Take this into account for future collaborations. Without them, there are no brand deals.
Be flexible: Be open to feedback and adjustments to the campaign during the partnership. This flexibility can lead to better results for all involves.
Conflicts of interest: ALWAYS disclose potential conflicts of interest. For example, partnerships with competing brands. This will help avoid any perceived bias or dishonesty.
Fair compensation: Be sure that the compensation for your work is fair and fall in line with the value you provide to the brand. Negotiate terms that align with both industry standards and your level of influence.
With these in mind, you are well on your way to engaging in successful brand deals that work for everyone involved. If there’s anything we can do to help you along the way, give us a shout!
