How Brand Deals Actually Work (8 Steps)

Summary

This video script outlines eight essential steps for creators to successfully collaborate with brands on sponsorships. It emphasizes the importance of starting with a pitch, negotiating value over price, securing a contract, and meticulously planning the concept before production. The script also stresses the significance of meeting deadlines, managing feedback loops, ensuring proper publication, and invoicing correctly. Each step is designed to build a strong partnership and protect the creator's interests, turning what may seem daunting into a structured and manageable process.

Takeaways

• 🔑 The sponsorship process with brands typically follows eight simple steps, ensuring a structured approach to partnerships.
• 💡 The initial pitch is crucial as it sets the stage for the relationship, and it's okay to propose multiple ideas until both parties agree.
• 🤝 Negotiation is about showcasing the value you bring to the brand, with monetary compensation being a secondary but essential consideration.
• 📜 A written contract is vital to memorialize all terms, including deliverables, usage rights, exclusivity, and payment terms, providing legal clarity.
• 💡 The concept phase is about getting brand approval on the content plan before investing time and resources into production.
• 🎬 Production should adhere to agreed timelines to avoid inconveniencing the brand and to maintain a professional reputation.
• ⏳ Feedback from the brand can involve multiple rounds and stakeholders, requiring creators to be patient and flexible.
• 📢 Post-publication, it's important to promptly address any issues identified by the brand to ensure a successful campaign.
• 💰 Invoicing should be done professionally, with an understanding of payment terms to avoid any financial surprises post-campaign.

Q & A

What are the eight steps mentioned for every sponsorship with a brand?

The eight steps are: 1) The pitch, 2) The negotiation, 3) The contract, 4) The concept, 5) The production, 6) The feedback, 7) The publication, and 8) The invoice.

Why is the pitch considered the starting point in a sponsorship?

The pitch is the starting point because it initiates the relationship with the brand, whether it's a cold DM or a brand reaching out, and it sets the stage for all further discussions.

How should creators approach the pitching phase with brands?

Creators should approach the pitching phase as a collaborative effort to ensure both parties are excited about the content, not as a one-shot deal, and be open to changes from the initial proposal.

What is the significance of the negotiation step in the sponsorship process?

The negotiation step is significant because it establishes the value provided to the brand and positions the monetary compensation as a secondary consideration, fostering a sense of partnership.

Why is having a contract essential in a brand partnership?

A contract is essential to memorialize all discussed terms, including deliverables, usage rights, exclusivity, payment terms, and creative briefs, providing legal protection and clarity for both parties.

What should creators do before starting the content production?

Creators should provide the brand with a detailed concept for approval to ensure the content aligns with the brand's expectations before investing time and resources in production.

How important is adhering to the agreed timeline during content production?

Adhering to the timeline is crucial as it respects the brand's and agency's processes and avoids causing delays in their overall campaign, which can have cascading effects.

What should creators expect during the feedback phase of content creation?

Creators should expect a thorough review process involving multiple stakeholders within the brand or agency, which may take several weeks, and be prepared to make revisions accordingly.

Why is it critical to communicate with the brand after posting sponsored content?

After posting, it's critical to communicate with the brand to quickly address any minor details that may have been overlooked or to make immediate corrections to ensure the partnership's success.

What should creators be aware of regarding payment after completing a sponsored post?

Creators should be aware of the payment terms outlined in the contract, which may include net 30 or net 60 terms, and ensure they manage their finances accordingly until payment is received.

How does the speaker suggest creators approach the negotiation process with brands?

The speaker suggests creators approach negotiations by leading with the value they provide, positioning the monetary aspect as secondary, and considering the negotiation as a partnership rather than a confrontation.

Outlines

00:00

📈 The Sponsorship Process

This paragraph outlines the eight essential steps involved in every brand sponsorship. It begins with the pitch, which is the initial proposal to the brand, and emphasizes the importance of flexibility and collaboration during this phase. The pitch is likened to climbing a mountain, where one must adapt and adjust to reach the summit. The paragraph then transitions into the negotiation phase, where the creator should lead with the value they provide rather than focusing on the monetary aspect. The goal is to establish a true partnership with the brand.

05:00

📝 The Importance of Contracts

Paragraph two delves into the necessity of having a written contract for any brand deal. It highlights the importance of documenting all aspects of the agreement, such as deliverables, usage rights, exclusivity terms, and payment terms. The paragraph advises creators to invest in a lawyer to review contracts, even if the compensation seems insufficient to justify the cost. The advice is to consider it an investment in one's career, as it will provide valuable insights for future deals.

10:03

🎬 Pre-production and Concept Approval

The third paragraph discusses the pre-production phase, where creators should avoid starting content creation immediately after signing a contract. It stresses the importance of presenting a detailed concept to the brand for approval before proceeding with production. This step helps prevent misunderstandings and ensures that the final content aligns with the brand's expectations.

Keywords

💡Sponsorship

Sponsorship refers to the support, usually financial, that one party (the sponsor) provides to another (the sponsored) in return for rights to use their property, image, or activity for promotional purposes. In the video, sponsorship is the central theme, with the speaker outlining a process for creators to engage with brands for collaborative partnerships.

💡Pitch

A pitch in this context is the initial proposal or presentation made by a content creator to a brand with the aim of securing sponsorship. The pitch is crucial as it sets the stage for the potential partnership, and the speaker emphasizes that it's a starting point open to adjustments based on the brand's feedback.

💡Negotiation

Negotiation is the process of discussion between parties to reach an agreement. In the video, the speaker discusses the importance of leading with value rather than price during negotiations, aiming to establish a sense of partnership and mutual benefit between the creator and the brand.

💡Contract

A contract is a legally binding agreement that outlines the terms and conditions of the sponsorship. The speaker stresses the necessity of a written contract to memorialize all discussed points, including deliverables, usage rights, exclusivity, and payment terms, to protect both parties' interests.

💡Concept

The concept refers to the detailed plan or idea for the content that the creator will produce for the brand. The speaker advises creators to share this concept with the brand for approval before production, ensuring that the final content aligns with the brand's expectations and avoids costly reworks.

💡Production

Production involves the actual creation of the sponsored content. The speaker highlights the importance of adhering to the agreed-upon timeline and respecting deadlines, as delays can disrupt the brand's overall marketing strategy and reflect poorly on the creator.

💡Feedback

Feedback in this context refers to the brand's response and suggestions regarding the creator's content. The speaker points out that creators should be prepared for a potentially lengthy feedback process involving multiple stakeholders within the brand, requiring patience and flexibility.

💡Publication

Publication is the act of making the sponsored content publicly available, typically through social media posts. The speaker warns that creators should not consider their job done upon posting, as they must be prepared to make quick adjustments if the brand identifies any issues with the published content.

💡Invoice

An invoice is a commercial document issued by the creator to the brand, itemizing the services provided and the payment due. The speaker reminds creators to be aware of the payment terms outlined in the contract, as this will determine when and how they will be compensated for their work.

💡Collaboration

Collaboration is the act of working together, which is central to the sponsorship process described in the video. The speaker encourages creators to view the process as a collaborative effort, where both the creator and the brand work together to achieve mutual goals and create valuable content.

💡Value Proposition

A value proposition is a promise of value to be delivered, often used in marketing to communicate the benefits a product or service offers to customers. In the video, the speaker advises creators to lead negotiations with a strong value proposition, clearly articulating how their proposal addresses the brand's marketing objectives.

Highlights

Every sponsorship follows eight simple steps, ensuring a structured approach to brand collaborations.

The pitch is the starting point for any brand relationship, whether initiated by the creator or the brand.

The pitch is not a one-time event; it's an opportunity for iterative collaboration and adjustment.

Creators should view the pitching phase as a journey with multiple stages, similar to climbing a mountain.

Negotiation should focus on the value provided to the brand, with payment as a secondary consideration.

A contract is essential to memorialize the terms of the partnership and protect both parties.

Concept approval is crucial before production to align expectations and avoid miscommunications.

Adhering to the agreed timeline during production is critical for maintaining brand relationships.

Understanding the brand's feedback process is key to managing expectations and content schedules.

Immediate communication with the brand after publication is necessary to address any minor details or errors.

Invoicing and payment terms should be clear to avoid misunderstandings post-content publication.

The negotiation phase is not just about discussing money but positioning the creator's value proposition.

A detailed contract includes deliverables, usage rights, exclusivity, payment terms, and creative brief.

Concept approval prevents wasted effort and ensures the content aligns with the brand's vision.

Respecting deadlines is not just professional courtesy but also impacts the brand's broader campaign strategy.

The feedback loop can involve multiple stakeholders within the brand, affecting the content approval timeline.

Post-publication, creators should be prepared for quick revisions and maintain open communication lines with the brand.

Clear payment terms in the contract prevent financial disputes and ensure timely compensation.

Transcripts

- Eight simple steps, that's it.

Every single sponsorship you will ever do

with a brand will follow eight simple steps.

- But Justin, what about- - No.

- But what happens when they- - No.

- But what do I do if I- - No.

Trust me, eight steps, every time.

Step one, the pitch.

Whether you're reaching out to the brand,

cold DM-ing them,

sliding in their DMs,

or maybe they're reaching out to you

trying to propose a partnership,

something is being pitched.

This is how the relationship is always going to start.

By the way, this includes

if you've worked with the brand before

because there always has to be some impetus

to restart the conversation.

The most important thing to understand

is that the pitch is a starting point.

If you propose something to a brand

and they're not feeling it

or they asked to be the official sponsor

of your unhinged Twitter rants,

you can always just pitch something else.

A lot of creators think that they have one shot

to hook the brand and get them excited.

But in my experience,

in almost every situation,

there are going to be some changes

from what is initially proposed.

And you should welcome that.

This is the phase where you can work collaboratively

to ensure that both you and the brand are super stoked

about the content you'll be creating for them.

I think a lot of creators look at the pitching phase

as this impossibly tall mountain that you have to scale

on the very first try.

But even professional mountain climbers don't scale

a mountain in one day.

They make base camps,

attack different parts of the mountain on different days,

and then they make their way for the summit.

Once they're in the right spot,

the weather is perfect,

and they have a clear head.

It's the exact same way with pitching a brand.

The goal of your initial pitch should be just to get you

to that first base camp,

rope them in,

get them excited about a certain aspect of your pitch,

and then move on to the next phase of the discussion

once you have a better understanding

of what that brand is trying to accomplish.

Then after all that,

the final portion of your pitch to get you

to the summit will actually be kind of anticlimactic

because it's more about ironing out the final details

of the partnership.

So be honest,

doesn't pitching feel a lot less intimidating now?

Wait, no,

you're more intimidated, we'll see.

Step two, the negotiation.

Wait, negotiation, isn't that something you do

during the pitch?

No, because your job is to lead

with all this incredible value

that you're going to provide to them

and then treat the amount of money that they have to pay you

as a minor secondary consideration.

If you lead with the price,

then it's always going to feel

like there are two sides,

you and them.

But the moment that you take your chair

and you move it to the other side of the table

where they're sitting,

oh, well, now it's a true partnership.

This thing that you're proposing is a direct response

to a marketing challenge or business subjective

that they have.

Side note, is it creepy or not creepy

to sit on the same side of the table

as your partner at a restaurant?

I really need to know where you land on this.

Also, to clarify,

I'm not saying that you shouldn't bring up money.

Oh, you should bring up money as soon as possible,

but it's all about the positioning.

Money should be an obvious resource

that they have to part with

in order for you to deliver this thing

that you're proposing.

There should never be a question in their mind

as to why they have to compensate you for this.

And the reason that so many brand deals get hung up

in this phase is because the creator has not done

a good enough job at articulating

how this proposal is the answer

to what the brand has stated are their goals

for the campaign.

By the way, if negotiation and pricing

and calculating your worth is something

that you're finding very tricky,

week two of my Brand Deal Wizard course focuses

on this exact things.

So check out the link in the description box

to learn more or go to branddealwizard.com.

Step three, the contract.

Yes, you need a contract.

No, an email thread is not sufficient as proof,

neither is an Instagram DM.

It's absolutely critical that you memorialize everything

that you've discussed with the brand

into a written agreement.

What are the deliverables?

What are the usage rights?

What are the exclusivity terms?

What are the payment terms?

Where is the creative brief

which describes the key messages you should discuss

in the content?

And there's a whole host of other things that are important

like limitation of liability and termination clauses.

Like what happens if the brand decides to back out

and you've already shot the content

but haven't posted it yet?

Pretty important to ensure

that you have language covering scenarios like that.

So in my experience,

the likelihood that you'll ever need to take a brand

to court is extremely low

because that would take thousands and thousands of dollars.

But the simple act of each party signing

on the dotted line,

saying we are both going to commit

to seeing this partnership through,

it absolutely brings a heightened level of responsibility

and commitment to honoring the terms of the deal.

And you might say, "Well, you know what,

this part is too confusing.

I've gotten the deal to this point.

But if I ask for changes to the contract

or ask for a contract at all,

the brand is gonna back out."

They're not gonna back out.

If it's a legitimate brand or agency,

they won't back out.

Or maybe you're thinking,

"Well, the compensation isn't large enough

to justify hiring a lawyer to help me review the contract."

Do it anyway.

Consider it an investment in your growing career

as a creator.

Even if you break even on this partnership,

you're now able to see what that lawyer struck

from the agreement,

what they redlined,

what they suggested going back to the brand to change.

All of that stuff is going to get burned into your memory

for the next time you do a deal,

and you'll be that much smarter.

Heck, even if you don't have a deal

that you're working on right now,

you can go out and hire a lawyer

to create a contract template for you

in the event that the brand asks you for a contract.

Last thing you wanna do is be caught flat-footed

and just agree to a deal

because you need the money but aren't adequately protected.

So do yourself a favor

and invest in a professional

to help make you look more professional.

Step four, the concept.

So you've signed the contract now,

you can just start shooting the content, right?

No, definitely do not do that,

even if the brand says you're good to go now

because the last thing that you wanna do is spend a week

or two shooting and editing these incredible assets.

And then you go back to the brand all excited to share them,

and then it's like you walk into a bar

and it's like record scratch.

The brand says, "Hey, wait a minute,

this is not what we had in mind at all."

This has happened to my wife and me

so many times over the years

until we finally learned our lesson.

You have to provide the brand

with a very detailed concept

about how you are going to bring the partnership to life

so that they can approve that before you shoot.

Because inevitably, what's gonna happen is they come back

with these random notes and requirements

that were never discussed.

Don't you think it's better to incorporate

that kind of thing prior to shooting?

So again, even if the brand is not requiring you

to submit a concept,

believe me, it will behoove you to spend

just a few minutes jotting down your high level thoughts

and getting their blessing before you ever hit record.

By the way, I just realized

that this blue light here was off for a little while,

and there's a very good reason.

Just roll the footage.

(thudding loudly) Oh shit.

(laughing loudly)

What the fuck?

Step five, the production.

Now you can finally shoot the content.

You probably didn't think

there were four steps prior to this, did you?

But there's a lot more to being a creator

than creating when you work with brands.

So the most important thing to keep in mind

during production is ensuring that you are adhering

to the timeline that you committed to

earlier in the conversation.

When a brand tells you that they have a specific deadline

that you need to submit the content by,

that's not a suggestion.

It always blows my mind

how lackadaisical creators are about deadlines.

You realize that the brand is likely working

with a ton of other creators, right?

If it's an agency,

by turning it in late,

you just made them look really bad

because they told their client

that they were going to send drafts of your content

to the brand by the end of the day.

Do you think it's a good thing to make them look bad?

Hint, it's not.

I bet you have your own workflow

when you create content, right?

So don't you think the brand

or the agency also has their own processes

when they work with outside partners like you?

And when you disrupt that,

there are cascading repercussions

that can impact lots of other things.

Maybe this means that they have to delay their press release

about the overall campaign.

Maybe this means that they have to put the breaks

on all the other influencers that we're supposed to post

because they wanted them to go live all at the same time.

I've been doing this long enough to tell you

that there can be actual,

real-life, really annoying consequences that come

with turning stuff in late.

So just don't annoy them.

Step six, the feedback.

Sweet, the brand's just gonna give it a quick glance

and a quick thumbs up

within an hour or two, right?

(laughing loudly)

No, first, the account coordinator

at the agency is gonna look at it.

They're gonna make their notes,

send it to the account manager

who's gonna then forward it over to the account director,

but then we'll be good, right?

No, then they're gonna forward it to the PR agency,

then to the media agency,

then to the assistant brand manager at the brand

who's then gonna pull in the brand manager,

who's just gonna quickly check something with the legal team

and the paid media team.

Oh shoot, gotta just quickly check

that all your vendor paperwork is in order

with the finance team.

Look at the time, it's three weeks later.

You think I'm joking, but I'm not.

It's absolutely critical that you ask the brand

what their typical feedback process looks like

because you need to make sure that is going to work

with your own organic content schedule.

I almost forgot,

you have to submit the revised piece of content

for final approval,

and then the waiting game can start all over again.

Of course, it's not always gonna be like this.

Sometimes they will approve it within day,

but it's all about ensuring

that your expectations are aligned ahead of time.

Step seven, the publication.

Now we can finally post this dang piece of content.

There we go, post it.

My job here is done.

I'm gonna go get an ice cream cone,

not look at my emails for the rest of the day,

not answer any phone calls or text messages.

(thudding loudly)

Does that seem like a good idea?

I mean ice cream does sound pretty nice.

You deserve it for all that hard work,

but the job is not done yet.

Inevitably, there are going to be small tiny details

the brand forgot to mention

or you screwed up when you posted the content.

There's a hashtag missing.

You forgot to do the FTC disclosure.

You misspelled something.

You didn't properly tag the brand.

Any number of things can come up,

so it's really critical that you immediately send

the published post to the brand

so that they have the opportunity to flag stuff like that

and let you know as soon as possible

so that you can make the updates.

I cannot tell you how many times I've hired creators

through my influencer agency.

Everything went pretty well,

but then they made some glaring error when they posted it.

And then we had the brand breathing down our neck,

wanting it fixed as soon as possible.

And we couldn't get ahold of them.

We looked terrible.

We looked sloppy.

We were annoyed at the creator because they were sloppy.

It makes us not want to hire them again.

And what should have been the climax of the partnership,

the crescendo, if you will,

where everyone is high-fiving each other,

popping champagne, going to get ice cream cones,

instead the brand's annoyed.

So please, just carve out a little extra time

on the day you post.

And if it rings,

pick up your dang phone.

Step eight, the invoice.

Wait, step eight?

I already posted the content,

what more do you want from me?

Don't worry, this is gonna be the fun part.

They're just gonna ring your doorbell

and hand you a big bag of cash with a money symbol on it.

Okay, they're not really gonna do that.

They're probably gonna send you a check

or a PayPal or wire you.

But just once,

I wish a brand would send me a bag with a money symbol.

Is that too much to ask?

By the way, make sure you're reading the fine print

during the contract step so that you're completely aware

with how long it's going to take you to get paid.

They're not just gonna pay you within 24 hours.

Oftentimes, it's going to be net 30 or net 60,

which means 30 or 60 calendar days from when you post.

So before you go out there

and tell all of the kids in the neighborhood,

"Ice cream cones for everyone,"

just make sure that charge is gonna clear.

So look, we're not done.

Watch this video where I talk about

how to survive your first negotiation.

Look, I get it,

negotiating with a brand can be terrifying,

especially when you feel like you have no idea

what you're doing.

I definitely did when I started out,

but I'm a survivor and soon,

you're gonna be one too.

So click the video, come on.