Other Brands Can Act as Platforms to Share Your Story, with Mutually Beneficial Results
Traditionally, storytelling was the domain of media outlets. PR used to be about newspapers, radio and TV. With social media, many people have platforms where they have reach to share a message (whether they deserve it or not.) This means individuals and other brands have the power of mini media outlets. By recognizing their influence and using their reach to share meaningful stories, you build engaged communities, and amplify both your impact, and theirs (don’t forget, you have a platform too).
Strategic brand collaborations are incredible PR opportunities.
By partnering with brands that share your audience and values, you’re not just cross-promoting—you’re creating a conversation that resonates with both of your communities. A recent example of this is a blog Loba and Leah Yard Designs teamed up to share a beautifully crafted blog post: The Power of Morning Rituals: Nourishing Yourself Inside & Out.
This collaboration showcased how two fairly different brands—one focused on self-care and wellness, the other on demi fine jewelry and personal expression— attract a community with shared values, customers and potential customers who align with both brands.
Why Brands Should Act as Media Platforms
Brands have become their own publishers—creating content, shaping conversations, and building loyal communities. By sharing blogs, social media content, in person interactions, they do more than produce quality products or offer services. They educate, inspire and entertain their audience. They offer a lifestyle.
Loba and Leah Yard Designs are the ideal partnership to leverage their reach and share audiences. They are both innovative, high quality products that promote different forms of self care and ritual. And instead of simply promoting one another’s products, they collaborated on a blog post that celebrates their principal commonality, the power of morning rituals—a universal theme that spoke to both of their audiences. Loba’s emphasis on self-care and wellness naturally aligned with Leah Yard Designs’ mission of self-expression and confidence, making their partnership an authentic fit.
How to Find the Right Brand Collaborators
Not every brand is the right match for collaboration. The key is finding one that complements—not competes—with your brand while sharing similar values and an overlapping audience. Here’s how you can do it:
1. Look for Shared Values
A great partnership starts with a common mission. Loba and Leah Yard Designs both champion self-care, personal empowerment, and mindful living—making their collaboration natural and meaningful. Both are Vancouver based and female-owned.
2. Find Audience Overlap
Even if brands operate in different industries, they can still serve the same people at a similar price point. Loba’s customers prioritize wellness and intentional living, which aligns with Leah Yard Designs’ audience of thoughtful, creative women who seek meaningful self-expression. Both audiences are intentional about their purchases.
3. Choose a Complementary, Not Competing, Brand
The best collaborations enhance each other rather than compete. Loba’s wellness products and Leah Yard Designs’ handcrafted jewelry don’t overlap, but they support the same lifestyle—making them a perfect match.
4. Tell a Story, Not Just a Sales Pitch
The most impactful brand collaborations aren’t just about promotions, they’re sharing stories. Instead of simply exchanging shoutouts, Loba and Leah Yard Designs created an engaging blog post that wove their brands into a meaningful narrative about self-care and morning rituals.
Brand Collaboration is Public Relations
The Loba x Leah Yard Designs collaboration is a perfect example of how two brands can work together to create valuable, inspiring content while reaching new audiences in an authentic way.
A collaboration like this one is free (aside from your time), mutually beneficial and fun. It strengthens the relationship between the brands and their founders. Collaborations can be one off blogs, shared contests, collaborative events and more. Having the support of other female founders is so valuable.
When seeking collaborations, look to brands that share values and speak to your audience in an authentic way. Explore how your brands are similar. What in their story do you connect with? Then brainstorm ways to create shared content that connect you both to one another’s audiences.
Brands that collaborate don’t just grow their reach—they build community, create meaningful conversations, and establish long-term brand loyalty. They create trust and impact.
Connecting Kate, founder of Loba and Leah, founder of Leah Yard Designs made a lot of sense. Both are female founders in Vancouver. Both are incredibly hard workers, diligent about high quality and incredible customer service.
In my PR Power Hour notes I include a section on brand collaboration. I suggest brands in my networks (or on my radar) that compliment your brand. I also love to connect founders whose stories resonate. Collaborations light me up.
