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Co-branding VS. White Label with 11 Figure Company

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Empires

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I'm working on a deal right now and have the option of either co-branding with this company or going completely white label. It is a revenue share based deal where we each provide part of the service I'll be selling. I handle customer acquisition and customer service, and they provide the service itself.

From a marketing and brand perspective does it hurt my company or strengthen my company by co-branding with them?

Here are some details:
  1. There are a lot of companies with large market shares in this space, so having a reputation can be meaningful.
  2. This company is not just a white label company, they compete in this space as well. So I am competing against them at the same time.
  3. I will not have the exact same offer as them or any other company in this space. I have my own unique offering.
 

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rhyeal

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One of my friends does something similar to this with a larger company. He's essentially reselling their service, but handles all the customer interaction. They also compete in the space with him.

In his case, branding and marketing is his strong suit, so it's easier to create his own brand. This works for him because the partner company is fairly "old" feeling and his client-base is young tech startups.
 

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