Co-branding: container king and rent-a-unit combine strengths for 2023

Co-branding is a marketing strategy that involves two or more brands coming together to create a product or service. The goal of co-branding is to leverage the strengths of each brand to create a more valuable offering for customers. For example, a portable building business might co-brand with a furniture company to offer customers a fully furnished portable building.

Co-branding is a marketing strategy where two or more brands come together to create a product or service that leverages the strengths of each brand. This strategy is becoming increasingly popular in the portable building business, where companies like Lincolnshire based ContainerKing provider of (container conversions, anti-vandal site cabins, site and self storage containers) has fully teamed up with sister brand rent-a-unit manufacturer and supplier of (bespoke executive portable buildings) to offer customers a wider but more concise choice of hire/sale products whilst leveraging the strength of the long established ContainerKing brand into the recently formed rent-a-unit business, ironically with rent-a-unit being initially the junior partner, rent-a-unit has taken the position of lead brand online, including ongoing marketing efforts and on all cabin signage.

There are many benefits to co-branding for portable building businesses. One of the most significant benefits is the ability to offer customers a wider range of products and services. By partnering with another company, a portable building business can expand its offerings beyond just portable buildings. This can help the business attract new customers and retain existing ones. Containerking / rent-a-unit took the decision to co-brand as opposed to simply cross selling of products because booth the ethics and customer base of both businesses are completely aligned.

Another benefit of co-branding is the ability to leverage the strengths of each brand. For example, a portable building business might partner with a company that specializes in interior design to create a line of high-end portable buildings. This would allow the portable building business to offer a premium product that appeals to customers who are willing to pay more for a top-quality portable building.

Finally, co-branding can help a portable building business build its brand and reputation. By partnering with a well-respected brand, a portable building business can gain credibility and exposure. This can help the business attract new customers and build loyalty among existing ones.

To execute a successful co-branding strategy for a portable building business like containerking / rent-a-unit there are several steps that need to be taken.

First, it is important to identify potential partners that complement your brand. Look for companies that offer products or services that are related to portable buildings, such as office furniture, acoustics, or HIAB crane assisted delivery. Consider factors such as brand reputation, target market, and marketing goals when selecting potential partners.

Once you have identified potential partners, it is important to establish clear goals and expectations for the co-branding partnership. This should include a clear definition of the product or service that will be offered, as well as the roles and responsibilities of each partner.

It is also important to develop a marketing plan for the co-branded product or service. This should include a clear message and value proposition that appeals to your target market. Consider using a mix of traditional and digital marketing channels to promote the co-branded product or service.

Finally, it is important to measure the success of the co-branding partnership. This can be done by tracking sales, customer feedback, and brand awareness. Use this data to refine your co-branding strategy and improve the value proposition for customers.

Co-branding is an effective marketing strategy for portable building businesses. By partnering with other brands, a portable building business can expand its offerings, leverage the strengths of each brand, and build its reputation. To execute a successful co-branding strategy, it is important to identify potential partners, establish clear goals and expectations, develop a marketing plan, and measure the success of the partnership. By following these steps, a portable building business can create a more valuable offering for customers and grow its business. 

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January 5, 2023

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