If you think of a brand as a person, then licensing your brand is like offering someone else the opportunity to impersonate you in the hope that people believe it’s really you! Making a mistake can ruin a brand's ability to move forward pretty quickly, so make sure your brand guidelines are clear!

Licensing your brand effectively means granting another party the right to use your brand.

​It can help you grow by using existing audiences and their brand loyalty to increase business, or it may provide the opportunity to extend brand relevance to new audiences.

​It's important to make sure that you choose categories and partners ​that reflect your brand's promise to your target consumer in an honest, compelling and believable way.

Until you are clear on who you are, and consistently andauthentically put it into practice, you cannotbegin to license your brand effectively.