In the United States, these guidelines come from the Federal Trade Commission. At the top of the day, you’re not just on the lookout for any influencer — you’re on the lookout for the best influencer on your particular audience. Developing viewers personas is a great way to make sure you understand who you’re attempting to reach. Traditional promoting is like utilizing a megaphone as you walk around downtown. Sure, you’re reaching a lot of people, however are they your people?
Authentic, unfiltered moments often resonate extra, and that’s what builds belief. Drag artist and social media influencer Synthia Kiss is thought for her bold, theatrical style. Her audience expects over-the-top content, and Metro Vancouver delivered by partnering together with her on a highly produced, delightfully foolish news parody.
It integrates information from a number of sources, providing you with a unified view of your influencer advertising outreach. The platform permits you to define aims, identify relevant metrics, and section your audience for exact targeting. Real-time monitoring and A/B testing features ensure you’ll be able to optimize campaigns on the go. This ensures exact alignment between brand messaging and viewers relevance, tremendously enhancing the effectiveness of campaigns. Influencer marketing refers to a advertising idea where a brand collaborates with an influencer inside a campaign.
Identify optimal outreach windows by analyzing influencer exercise patterns—most micro-influencers engage closely on Instagram and TikTok throughout weekday evenings (7-10 PM) or weekends. This systematic method ensures you have interaction influencers who genuinely resonate along with your area of interest, lowering wasted effort and rising marketing campaign ROI. Be the first to know in regards to the newest tools, tendencies and strategies in influencer advertising for brands. Statusphere saves brands 98% of the time they’d otherwise spend operating influencer campaigns themselves.
Understanding and optimizing influencer engagement is essential for maximizing the impression of your influencer advertising campaigns. Some influencers could have pretend followers or bots, inflating their engagement metrics and skewing knowledge with spam feedback and likes. To confirm authenticity, check their real follower percentage—aim for above 80%—and look forward to repetitive comments. TikTok’s algorithm promotes content material discovery by pushing entertaining and trending videos to customers’ ‘For You’ pages, significantly boosting visibility and interaction. This makes TikTok a superb platform for brands aiming to attach with a youthful viewers and showcase a more playful, artistic side.
For instance, “Hi Influencer Name, I beloved your current video on zero-waste kitchen swaps. ” This immediately shows that you’re not simply another brand sending out a mass email. Your first message to an influencer is your one shot to make an excellent impression. A customized, considerate message reveals that you’ve accomplished your research and genuinely value a possible partnership.
Tools for creating and managing influencer contracts help streamline agreements and reduce dangers. An example is Ashley Driscoll (@athomewithash), a house decor fanatic with ~40,000 followers on TikTok, identified for her vacation themes and authentic interactions. That’s the place a contemporary loyalty management answer like Loyalife can quietly power your influencer advertising engine from the inside. This campaign allowed the model to create a variety of artistic content material, together with a themed tasting menu from Sellers centered around craftsmanship and integrity.
Influencer marketing strategy is essential for amplifying model voice and building trust with the target market. Eighty-two % of manufacturers report that influencer marketing campaigns generate higher-quality leads. It’s straightforward to get distracted by flashy follower counts and viral content material. But profitable influencer outreach begins by trying deeper, particularly at audience belief. That’s where authentic engagement, comment quality, and viewers conduct come into play.
Further, if you have any finances constraints, micro influencers shall be a less expensive possibility for you. Once your marketing campaign is live, you want monitor its efficiency closely. Analyze key metrics corresponding to engagement rates, website traffic, or conversions. You can use UTM links, affiliate codes, or devoted touchdown pages to trace these KPIs.
The short-term nature of tales makes them best for testing totally different content approaches and gathering quick feedback by way of viewer responses and engagement metrics. Engagement is important in maintaining relationships with influencers. Regularly interact with their posts by liking or commenting thoughtfully on their content material; this retains you on their radar whereas showing genuine curiosity in what they share. Some influencers prefer a flat payment, while others may settle for free merchandise (gifting), especially for smaller campaigns. There are additionally commission-based fashions where they earn a percentage of gross sales, or a hybrid model that mixes a payment and commission. Always negotiate based mostly on your budget and the worth the influencer supplies.
Understanding their campaign objectives and scope will allow you to quote a fair and applicable worth that displays your true worth. It’s often helpful to have a baseline of your typical rates, but be flexible. You can even use tools that can help you determine applicable charges based on trade standards, however we’ll get to these later.
CMOs and their teams should lead their organizations on this journey, making certain that the corporate develops the required capabilities in areas together with expertise, expertise, and working models. And they must strike the proper steadiness between enabling hyperlocal, grassroots advertising muscle and offering centralized help, steerage, and know-how. Those who do will successfully elevate their precision influencer advertising efforts to maturity and drive impact at scale.
If you cross the first round of suspicion, expect influencers to do a little investigating on-line to see in case you are who you say you’re. They might even call your agency or model to verify the offer is legit. Instead of handing over a strict script, ask them how they’d prefer to share your product with their followers. More importantly, it’s one hundred pc free to use and tremendous straightforward to navigate. It’s especially helpful if you wish to scale your influencer campaigns with out spending all day managing outreach manually.
A personalized strategy increases the chance of a optimistic response and units the inspiration for a successful collaboration. Each platform offers unique alternatives for engagement and lets you reach completely different segments of your audience. Instead, expand your reach by implementing a multi-platform outreach technique. Identifying the right influencers in your model is usually a challenging task. But with influencer discovery platforms, you presumably can simply find influencers who align along with your model values and aims.
You can then simply deal with communication, approvals, contracts, and every different step of the method within one app with out ever lacking a beat. Strong influencer outreach will take you from direct messages (DMs) into lasting, data-driven partnerships. This influencer outreach guide covers confirmed outreach strategies, templates, instruments, metrics, and the psychology behind all of it. We run an eCommerce enterprise promoting to an analogous audience to your followers. We’ve already labored with similar influencer and similar influencer and saw engagement charges of over 3% on the posts together with our product.
The purpose this e mail doesn’t work is that it doesn’t specify how they might be a match for promoting your model. There are compliments, however not concrete examples of marketing values. Аt influencers.club we now have a database of 80M influencers and 40 filters you can use to precisely filter influencers in a couple of minutes. We tested different approaches to seek out what works and what doesn’t and learn the way to strategy influencers in order that they can’t say no. Now we method 800K influencers per thirty days, with a mean 36% constructive reply fee. Approach them with finesse by acknowledging their work after which speaking about your supply.
When they link back to your web site, these backlinks sign to search engines that your content is credible and valuable, improving your SEO rankings. The more related and authoritative the influencer outreach, the greater the search engine optimization enhance. From an search engine optimization perspective, research additionally suggests that collaborations with influencers can create high-authority backlinks, which are key factors in enhancing search engine rankings (Tuten Additionally, blockchain-based monetization models are enabling AI influencers to engage in direct-to-fan commerce.
The key’s in understanding the means to determine the right influencers, create authentic collaborations, and measure success beyond vanity metrics. These instruments streamline the method of identifying influencers who align together with your brand, managing communications, and monitoring the success of your influencer advertising campaigns. By utilizing influencer outreach instruments, you can save time, improve effectivity, and ensure your marketing efforts are focused and effective. Key efficiency indicators (KPIs) for influencer campaigns are vital metrics that assess the effectiveness of social media influencer outreach efforts.
Before launching any influencer partnerships, set up the necessary monitoring and measurement techniques. Set up distinctive UTM parameters for marketing campaign links, create specific landing pages if wanted, and implement promo code constructions. Select and set up primary analytics tools to monitor efficiency, even if beginning with free platform analytics. Having these measurement mechanisms in place earlier than beginning will provide priceless information for optimizing future campaigns.
Establishing trust is crucial for any influencer marketing plan. Several strategies may be adopted to nurture genuine relationships. Transparency helps preserve the integrity of influencer advertising. Obvious disclosure of collaboration meets authorized necessities and helps the audience construct belief.
If you want a refresher, check out our guide on an important influencer advertising KPIs you should be monitoring. Finalizing a strong agreement turns a handshake deal into an expert engagement. It builds a basis of trust and sets you up for a profitable campaign—and perhaps even a incredible long-term partnership. Is their tone of voice suitable together with your brand’s personality? While it is tempting to chase mega-influencers, the real magic usually occurs with smaller, more dedicated creators. Don’t sleep on micro and nano-influencers—they incessantly pack an even bigger punch when it comes to ROI and genuine connection.
Still, this doesn’t mean they’re the right ones, so you’ll need to research it. If a food blogger abruptly promotes VPN providers, it’ll confuse their audience and, even worse, may lose credibility. If you have an web optimization device, then web optimization Agency homeowners and SEO experts are your influencers. By implementing an affiliate program, you’ll have the ability to collaborate with tons of influencers, so they willingly promote your small business. This technique works by agreeing with influencers on a fee per sale.
If the influencer’s content material sparks dialogue in forums or communities, take part (or have a educated group member do so) to offer extra value. The influencer outreach doesn’t end at hitting publish; it extends into how you support and leverage the content within the wild. By actively promoting and collaborating, you’ll lengthen the attain of the campaign and deepen the impression on those that encounter it. Klear simplifies campaign administration by centralizing influencer data and communication. It ensures smooth collaboration at every stage of your campaigns.
So, collaborating with them means reaching individuals excited about your model. And this can be a great method to obtain your marketing and enterprise targets. So, extra brands are booking influencers and creators to collaborate with them. Also, focus on micro-influencers who are extra doubtless to reply than big accounts. This permits you to personalize messages and follow up individually. If you need assistance with outreach, hire experts in influencer marketing and outreach advertising.
Influencer outreach encompasses numerous collaborative strategies, each offering distinctive alternatives to interact with diverse audiences. These collaborations are designed to leverage the influencer’s credibility and reach, effectively enhancing model visibility and customer acquisition. While blogs and boards can be used for influencer advertising, social media is the most preferred channel. Not solely is social media used by the vast majority of the world, but it’s additionally a more visible platform that permits for extra private engagement with followers. All major social media platforms, together with Facebook, Instagram, TikTok, X, Snapchat, and Pinterest are appropriate for influencer advertising. But the best platform for your marketing campaign aims will depend on the place your audience is most lively, and which platform’s conventions finest align together with your model.
Influencers work hard to cultivate belief with their audience, and they know what content will resonate best. Don’t stress them into selling your brand in ways that might really feel misplaced for them. Every influencer has a novel content material style, whether candid critiques, creative visuals, or in-depth tutorials. Pitch ideas that match their approach, and keep away from asking them to change their style to suit your campaign. This information explores 25 confirmed methods to method influencers, providing sensible suggestions and examples at each step that will assist you make an enduring impression.
This granular approach ensures influencer campaigns resonate deeply at the particular person viewers stage, significantly optimizing engagement and bettering conversion rates. This section evaluates the position of AI in influencer advertising, assesses key challenges and alternatives, and supplies strategic recommendations for manufacturers, businesses, and influencers. However, influencer advertising presents its own set of challenges.
Always ensure your tone is well mannered and understanding, not pressurizing. Follow-ups aren’t determined or irritating if you’re approachable and not aggressive. You’re doubtless not being as annoying as you assume if you’re well mannered and respectful. If you ask for specific deliverables, it pigeonholes the chance. Plus, it allows you to contemplate partners that you may be on the fence about initially.
Finally, conversions, similar to web site visits, purchases, or sign-ups, offer essentially the most tangible measure of campaign effectiveness. The success of your influencer advertising outreach depends heavily on that essential first impression. A personalised and thoughtful message, nevertheless, could be the spark that ignites a valuable partnership.
On the other, it may limit monetary independence and artistic freedom, making it critical for influencers to diversify their revenue streams. This progress in content material saturation, combined with evolving platform algorithms, implies that even with an rising variety of influencers, standing out is turning into more and more difficult. Engagement rates, for instance, have dropped to 1.59% for Instagram influencers, with an additional decline expected as 2025 progresses. As AI-generated content material proliferates, consumers increasingly flip to creator-led communities for trusted suggestions and customized interactions. While AI enhances efficiency, over-reliance on automation risks eroding the human connection that defines influencer advertising.
As brands plan their methods for 2025, adapting to these tendencies shall be important for competitive advantage. The evolution towards performance-driven partnerships provides an unprecedented opportunity for manufacturers to maximise ROI, while authenticity remains the inspiration for significant viewers connections. As manufacturers focus on measurable results, they’re discovering that authenticity isn’t only a values statement—it’s the important basis that makes performance-driven partnerships successful. One of probably the most defining shifts in 2025 is the move towards performance-based influencer partnerships.
Remember, the secret is to be as particular as potential together with your objectives to ensure that every partnership and piece of content material serves a purpose in your broader marketing ecosystem. This technique is crucial for brands aiming to amplify their on-line presence and credibility. The key lies in choosing influencers whose followers align with the brand’s target demographic, thereby ensuring genuine and efficient endorsements. Influencer outreach can drive major model consciousness and search engine optimization worth on your website. It’s a great way to include your content material marketing efforts and is definitely a best practice for digital PR professionals.
Before you even take into consideration drafting that first outreach email, you have to lay the groundwork. A successful influencer marketing campaign is not built on luck or chasing creators with massive follower counts. It’s about ensuring every single action ties again to a particular, concrete enterprise goal. Let’s get past imprecise goals like “more publicity” and work out what success actually looks like on your brand.
Strikingly makes it easy to integrate e-commerce solutions immediately into your influencer campaigns, which is essential for maximizing sales opportunities during collaborations. With seamless integration choices, brands can create buying experiences which would possibly be both engaging and efficient when working with influencers. This not solely simplifies the purchasing process but in addition highlights the method to measure influencer advertising ROI via direct gross sales generated from specific campaigns. Measuring the return on investment (ROI) of influencer advertising is crucial for understanding the effectiveness of your influencer collaboration strategies.
The great factor about working with an influencer is that they know their viewers better than anyone. They know exactly what sort of content material will generate probably the most engagement. By all means offer guidelines, however remember to let your creators talk authentically with their audience. Influencers are influential as a outcome of they know how to mobilize their audience and get key messages in front of your goal clients. This makes them key companions for manufacturers who wish to build their on-line presence and attain new audiences.
Since I really have an intensive post that describes particular person instruments, I’ll give an outline of software varieties right here. Positive consideration from brands, and even followers, helps influencers improve. It’ll reveal that this person is extra to you than a potential pitch. Between mega influencers and nano influencers, we have micro influencers. In many circumstances, these influencers have a big enough audience to reach a lot of people, but the value continues to be reasonable.
First, your contract ought to embrace both events’ official full names. That means the names showing in the contract are legal and acceptable in a courtroom of law, not simply a social media deal with. At the tip of the day, nobody knows the influencer’s audience and how to reach them better than the influencer themselves.
The most successful TikTok campaigns I’ve seen don’t simply showcase products, but in addition they create actions round them. Vanity metrics are superficial measurements in marketing that appear impressive however do not provide meaningful insights or immediately contribute to enterprise targets. Examples embrace social media likes, web page views, or follower counts, which can boost ego but lack relevance to precise efficiency or development. In this lesson, you’ll learn how to effectively use TikTok for advertising by leveraging its unique ecosystem. The focus shall be on building a content material technique that aligns together with your model, growing your organic attain, and implementing advanced strategies to transform viewers into clients.
It’s totally potential they could have missed it or been distracted and didn’t have a chance to respond. A lack of reply doesn’t essentially mean rejection, so be persistent and observe up strategically. The first 25 characters of your DM are essential, as they typically seem as a preview in the influencer’s inbox. Use attention-grabbing hooks to spark curiosity and encourage them to open your message. If you do select to send a DM, do not overlook that Instagram or TikTok just isn’t the best platform to dive straight into enterprise speak. 👍 If they have less than 10,000 followers, there is a good chance your DM will get observed and would possibly even spark a conversation.
On the flip aspect, Statusphere’s micro-influencer advertising platform eliminates the necessity for TikTok outreach by hand. We match manufacturers with creators from our vetted network utilizing 250 unique, first-party data points. This ensures an ideal match and no legwork when it comes to communication. Meanwhile, macro- and mega-influencers can supply massive reach, so are good for spreading model awareness. They’re usually best for manufacturers with large budgets trying to cast a wider internet, supplied the influencer’s viewers (or a section of them) aligns with the brand’s audience.
At Influencers Club, we take every thing off your plate and provides the influencer outreach process an skilled touch. And when the earlier Head of Partnerships at Patreon, Avi Gandhi, say we are one of the best in enterprise in relation to influencer outreach, it means we’re. If you need to see some more examples definitely try our free useful resource with 100 influencer outreach e mail templates.
In abstract, negotiating collaborations and partnerships requires finesse, empathy, and strategic thinking. Brands that master this art unlock a world of inventive possibilities, amplifying their message through genuine influencer voices. Remember, it’s not nearly transactions; it’s about constructing lasting relationships that resonate with audiences.
42% of expert predictions pointing to AI-driven instruments enhancing influencer choice, content optimization, and predictive analytics. These tools will enable hyper-personalized targeting, driving higher ROI by lowering advert spend inefficiencies. It is the primary of its kind, pushed not by survey respondents, but by 265 of the most influential voices in influencer advertising today. Once you have received a technique in place, it’s time to get the influencer concerned. This is the place things can start getting messy and tricky – but if accomplished correctly, it will actually repay in the long term. 3) Engagement – participating with their followers will lead to a higher stage of engagement, which might lead to extra purchases.
For instance, if the main focus is on brand awareness, take a look at attain and impressions. Having a clear target makes it simpler to construct an optimized influencer marketing strategy that works and ensures your purchasers perceive what they’re paying for. This can involve amassing suggestions from influencers through surveys or informal conversations.
Effective influencer outreach hinges on the energy of the relationships developed with influencers. Establishing genuine connections fosters belief, main influencers to more authentically endorse your model. This authenticity can considerably improve the effectiveness of your outreach efforts. Live streaming is emerging as a important content material strategy for brands, with 52.4% of entrepreneurs favoring it for its capability to foster real-time engagement and authenticity. TikTok and Instagram Reels have cemented their dominance in short-form video content, which stays a robust device for viral marketing and brand consciousness.
Sign up for a 7-day e mail course on the distinctive “Predictable Influence” technique utilized by high brands like Grüns, Obvi, Tabs Chocolate. In search of a greater resolution, many manufacturers flip to instruments like SARAL. Don’t overlook to observe up with creators after sending them an email.
Brands prefer short, one-off deals to mitigate threat if the influencer promo flops. No marketer willingly signs a six-month contract.We suggest having a timeline in thoughts when reaching out to creators. Some have partnership requirements which can include the size of the campaign. When discussing these necessities, it’s best practice to have some flexibility, but it’s finally as much as you to determine what’s best on your model. Success on this house isn’t about chasing superstar endorsements or maximizing follower counts.
Technology is revolutionizing the influencer marketing process. AI-powered matching instruments, such as those provided by JoinBrands, join manufacturers with related creators based mostly on particular criteria like viewers demographics, content material area of interest, and engagement charges. Performance prediction instruments empower brands to forecast campaign outcomes and optimize spending.
Social listening instruments serve as important sources for understanding broader conversations round brands and industries. Platforms like Brandwatch, Mention, and BuzzSumo monitor social media channels, blogs, news sites, and forums to track mentions, sentiment, and trending subjects. These instruments assist identify rising influencers who are already discussing relevant topics or brands, even when they have not formally participated in influencer advertising programs. GoPro’s Million Dollar Challenge exemplifies how community initiatives can generate intensive high-quality content whereas constructing stronger creator relationships.
Start by figuring out the core message you want to convey, then work intently with micro-influencers who align along with your imaginative and prescient to craft compelling storylines. Remember, participating narratives is not going to only help in the means to discover micro-influencers for affordable marketing but in addition enhance the overall effectiveness of your campaigns. Defining your audience is akin to having a treasure map—it tells you precisely the place to dig! Understanding who you’re attempting to achieve allows you not solely to pick suitable micro-influencers but in addition tailor content that speaks on to these individuals’ interests and wishes. By specializing in demographic elements like age range or lifestyle preferences when determining how to discover micro-influencers for inexpensive advertising efforts ensures better viewers targeting. Setting clear goals for your influencer collaborations is like charting a course before setting sail; it ensures you’re headed in the proper direction.
Use the ideas and templates in this information as your go-to playbook. With the proper method, this could flip into a powerful, long-term development engine. You can chat, negotiate, and track every thing from one dashboard — no back-and-forth throughout multiple platforms. Let them know what you’re wanting for—like a post, a video review, or a weblog mention—and what they’ll get in return.
With all of that mentioned, there’s much more to an influencer advertising strategy than just asking a bunch of cool folks to offer you a shoutout. Once you’ve warmed up your best candidates and laid down the key targets and guidelines of your overall program, it’s time to begin out your influencer outreach. That’s why you need to have your influencer advertising outreach strategy down earlier than you dive in.
Understanding the evolution of this subject helps brands craft campaigns that resonate deeply with consumers while building lasting relationships by way of significant collaborations. By selecting the proper influencers, measuring ROI effectively, and focusing on long-term partnerships, manufacturers can navigate this dynamic panorama successfully. As new tendencies emerge, those who adapt swiftly will thrive in this ever-evolving world of influencer advertising. In this guide, we’ll explore efficient influencer outreach methods that drive results. We’ll cover the means to establish appropriate influencers, craft customized outreach messages, and construct real partnerships. Whether you’re new to influencer advertising or trying to refine your approach, this guide provides actionable insights to boost your outreach efforts.
With Sprout, you’ll have the ability to filter search results primarily based on brand affinity. This instantly reveals influencers who share the same interests and viewers as your brand, through data-driven research. You also can assess audience authenticity, to make sure an influencer’s following is reliable and engaged. Influencers who have strong audience affinity with your brand will lead to more profitable campaigns. For example, Biona Organic, a vegetarian meals model, collaborated with Christinasots, a UK-based vegan macro-influencer to create a unique recipe featuring Biona Organic products.
A survey by Oberlo states that 80% of consumers buy after seeing the product recommended by an influencer. If your budget allows, think about establishing an envoy program to diversify and enrich your content material. Similar to Fujifilm, which makes use of ambassadors for new product launches and to focus on new product features. For example, if you despatched a message and there was no reply, you can ship a brand new message by way of Instagram or LinkedIn.
Without defined aims, your efforts might drift aimlessly, leading to wasted sources and missed alternatives. By establishing specific marketing campaign goals, you presumably can measure success successfully and refine your influencer collaboration methods for future endeavors. This is a software for all intents and purposes of the outreach – enterprise mailings, lead gen, gross sales, and influencer marketing. Snov.io permits constructing e mail sequences and launching drip campaigns – when the following e mail to deliver is set primarily based on the recipient’s response to the previous one. Subscriptions begin with $33 per month, but you can start with a free possibility before purchasing the plan.
We created P2P to supply free resources to manufacturers that imagine within the energy of friends to promote their service or merchandise. Micro-influencers are always a fantastic useful resource as a result of they’ve from 5K to 50K followers. They have a very committed viewers and they are specialists on their subject. I’ve been following your profile at (social media name) for fairly some time now, and I’m impressed.
This level of group fosters trust and ensures influencers feel valued, which can result in long-term collaborations. Influencer outreach tools are specialized platforms designed to simplify and improve your influencer advertising technique. These tools assist you to establish the right influencers, handle communication, and track the efficiency of your campaigns. They act as a bridge between your model and influencers, guaranteeing your outreach efforts are efficient and impactful.
By focusing on storytelling, stay events, and user-generated content, you can create memorable experiences that resonate with each influencers and their followers. Social media platforms like Instagram, TikTok, and Twitter are treasure troves for locating potential micro-influencers. By utilizing related hashtags associated to your area of interest, you’ll find a way to uncover individuals who align with your brand values and have audiences which are genuinely excited about what you offer. Engaging with these influencers instantly by way of feedback or DMs may help establish a rapport before proposing any collaboration.
As the influencer advertising panorama evolves, so does the call for diversity and inclusion. Brands are increasingly conscious of the necessity to characterize a variety of voices and views of their campaigns. With the rise of remote communication, webinars and virtual workshops have become highly effective tools for outreach.
It also activates the influencer’s community, particularly when followers tag others, making a ripple impact that extends reach far beyond the original publish. While it’s essential for manufacturers to obviously talk their expectations, it’s equally crucial to not micromanage the influencer’s artistic course of. Sharing a well-structured inventive temporary is crucial, however beyond that, it’s wise to step again.
On high of that, an influencer could have one million followers, and in the occasion that they don’t have interaction with the content material, it hardly matters. Look for influencers with active and engaged audiences, indicated by constant likes, feedback, and shares. Every model has a story to tell, and leveraging that narrative via influencer collaborations can elevate your marketing recreation.
Begin with a concise introduction, introducing yourself or your group. Clearly outline the purpose of your outreach whereas emphasizing mutual advantages. Influencers shall be more inclined to collaborate if they see a clear benefit for his or her audience or brand alignment.