Brands are delicate. Your customers’ perception of who you are can erode instantly. And cobranding is inherently risky. You’re exposing one of your most valuable assets, your reputation, to the whims of a partner.
Yet adding your brand to another can equal more than the sum of the parts. Well-executed partnerships can make your site’s offerings both more complete and more competitive. Just remember that new content or services will only attract users if they are complementary to your current offerings and are consistent with your existing interface. And without an unrelenting focus on your users fueling your development, you risk having a confusing site and alienating your core audience. There’s one thing that both the online and offline worlds can agree on: It’s nearly impossible to stay viable without an audience.