CMO · Playbook · Intermediate · Saves 30+ hours
Co-Branding Partnership Playbook
A complete guide to evaluating, structuring, and executing co-branding partnerships. From partner selection to legal frameworks to campaign execution.
What's included
- Partner Evaluation Framework
- Strategic fit assessment
- Brand compatibility analysis
- Audience overlap/extension mapping
- Risk assessment matrix
- Partnership Structure Templates
- Co-branded content agreement
- Co-marketing agreement
- Event partnership agreement
- Product partnership framework
- Execution Playbook
- Brand guidelines for partnerships
- Creative review process
- Launch coordination checklist
- Performance measurement framework
- Negotiation Guide - Key terms and common pitfalls
Best used when
- Evaluating partnership opportunities
- Structuring partnership agreements
- Launching co-branded campaigns
- Managing ongoing partnerships
- Post-partnership analysis
Why this is Gold
Co-branding partnerships often start with enthusiasm and end with brand confusion. This playbook provides the guardrails to capture partnership value while protecting brand integrity.
The template
PART 1: PARTNER EVALUATION
Partner Identification
Potential Partner: _______________________________________________
| Field | Details |
|---|---|
| Company name | |
| Industry | |
| Company size | |
| Target audience | |
| Brand positioning | |
| Website |
Strategic Fit Assessment
| Criteria | Score (1-5) | Evidence |
|---|---|---|
| Target audience overlap | ||
| Brand value alignment | ||
| Complementary strengths | ||
| Similar quality perception | ||
| Non-competitive | ||
| AVERAGE | /5 |
Brand Compatibility Analysis
| Dimension | Us | Partner | Compatible? |
|---|---|---|---|
| Brand personality | Yes / No | ||
| Tone of voice | Yes / No | ||
| Visual style | Yes / No | ||
| Price positioning | Yes / No | ||
| Values | Yes / No |
Risk Assessment
| Risk | Probability | Impact | Mitigation |
|---|---|---|---|
| Partner brand crisis | H/M/L | H/M/L | |
| Quality inconsistency | H/M/L | H/M/L | |
| Message misalignment | H/M/L | H/M/L | |
| Audience confusion | H/M/L | H/M/L | |
| Partnership failure | H/M/L | H/M/L |
PART 2: PARTNERSHIP STRUCTURE
Partnership Type
- Co-branded content (webinars, reports, guides)
- Co-marketing campaign
- Event partnership
- Product integration
- Bundle/package offering
- Other: _______________
Partnership Terms
| Term | Our Contribution | Partner Contribution |
|---|---|---|
| Budget | $ | $ |
| Content creation | ||
| Distribution | ||
| Lead handling | ||
| Timeline |
Co-Branding Guidelines
Logo Usage:
- Our logo placement: _______________
- Partner logo placement: _______________
- Relative sizing: _______________
- Lockup approval: Required / Not required
Messaging:
- Primary voice: Ours / Theirs / Joint
- Approval process: _______________
- Do's: _______________________________________________
- Don'ts: _______________________________________________
PART 3: EXECUTION
Launch Coordination Checklist
Pre-Launch:
- Creative assets finalized
- Messaging approved by both parties
- Legal review completed
- Landing pages/UTMs created
- Email sequences set up
- Social posts drafted
- PR/comms prepared
Launch Day:
- Website/landing page live
- Social posts scheduled
- Email blast sent
- PR distributed
- Partner aligned on timing
Post-Launch:
- Monitor social/comments
- Track leads/conversions
- Weekly check-ins scheduled
- Performance reporting set up
Performance Measurement
| Metric | Target | Actual | Status |
|---|---|---|---|
| Impressions | |||
| Engagement rate | |||
| Leads generated | |||
| Lead quality score | |||
| Revenue attributed | $ | $ | |
| Brand lift |
PART 4: AGREEMENT TEMPLATE
Key Terms Checklist
- Partnership duration
- Exclusivity terms
- Budget and cost sharing
- IP ownership
- Lead ownership and handling
- Termination clauses
- Confidentiality
- Brand usage guidelines
- Approval processes
- Performance expectations
- Liability and indemnification
PARTNERSHIP SCORECARD
Post-Partnership Evaluation:
| Criteria | Score (1-5) | Notes |
|---|---|---|
| Achieved objectives | ||
| Brand alignment maintained | ||
| Execution quality | ||
| Partner collaboration | ||
| ROI delivered | ||
| AVERAGE | /5 |
Would we partner again?
- Definitely
- Probably
- Maybe
- Probably not
- Definitely not
Key learnings:
Frequently asked questions
What is the Co-Branding Partnership Playbook?
A complete guide to evaluating, structuring, and executing co-branding partnerships. From partner selection to legal frameworks to campaign execution.
Who is the Co-Branding Partnership Playbook for?
It is built for CMOs and their teams working on Brand & Positioning. The AI coach adapts it to your company, stage, and goals.
What's included in the Co-Branding Partnership Playbook?
4 working sections: PART 1: PARTNER EVALUATION; PART 2: PARTNERSHIP STRUCTURE; PART 3: EXECUTION; PART 4: AGREEMENT TEMPLATE.
How long does the Co-Branding Partnership Playbook take to use?
It saves roughly 30+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Co-Branding Partnership Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Co-Branding Partnership Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.