Brand partnerships have long been a strategy used by companies across the planet to expand reach and increase exposure. They’re often a low-cost way to get in front of an audience that wouldn’t otherwise have discovered your product or service. But how do you know which affiliations make the most sense? First off, the partnership has to bring value to both parties. What can the brand in consideration offer your audience and what can you offer its followers in return? It has to go both ways to work. On top of that, do your goals and strategies align? And how about the terms of your partnership? All of these things should be established upfront so there are no surprises along the way. If a joint venture feels right between two brands, explore your options and see how teaming up can benefit both of you.