Partner Compliance: A Balancing Act

Daniel Morton
By Daniel Morton

Brand Protection | channel compliance | franchisees |

If you have a partner or channel program, then you know managing partners can be quite a balancing act. Partners are trusted representatives of your brand, so they should not be treated the same way you would treat an anonymous infringer.

Partners are valuable to your business because they are experts in their channel, give you access to markets you otherwise might not be able to reach, and provide a friendly face” for your brand in front of customers.

That said your brand is one of the most significant assets for your company – if your partners do something to tarnish the customer perception of the brand then millions of dollars of brand equity could be lost.

It is important to put relevant guidelines in place that give guidance to the problems you are seeing. Setting clear expectations up front will help to avoid common issues such as channel conflict or customer confusion that arise from partners not following the rules – or when they have little guidance.

Just as technology constantly changes so should your partner policy.

Do you have a social media policy? How about rules around testimonials? Mobile apps are gaining popularity as the cost of creating an app plummets do you have any language in your policy to address this new area of the Internet?

While all of these topics may not apply to you and your business it is likely that many of them do. Take the time to examine which ways your partners are likely to communicate to customers and update your policy to cover these new mediums – the most successful partner programs do this regularly.

Brand Protection, channel compliance, franchisees,

 

Related Post

Branddy Spence 3 min read 09 Sep, 2020

The Evolution of E-Commerce amid COVID-19

OpSec Connect: The evolution of e-commerce amid COVID-19

In the second webinar of the...

Online Brand Protection, Brand Protection

Branddy Spence 5 min read 08 Aug, 2020

Leadership in licensing: A conversation with Maura Regan

A fun-filled and insightful conversation on modern leadership in the licensing...

Licensing, Brand Protection,

Stefanie Wood Ellis 3 min read 08 Aug, 2020

Why SSL Certificates Have Become the New Frontier of Phishing

In 2020 so far, over half of all phishing sites the OpSec Online AntiFraud Security...

Brand Protection, consumer protection,

Get All News Updated to your inbox