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Education
ChapterTitle
StreetSmarts SM

Making white-label marketing work for you

By Nick Cucci ing you to get top-tier branding without having to hire
Fluid Pay LLC your own staff. Your white-label marketing partner will
create branding features for you, allowing your company
t is impossible to look into any industry without to claim them as your own.
hearing the term "white label," particularly in rela-
tion to small businesses. For ages, companies have For some, white-label arrangements sound too good to be
I used white-label solutions to give their customers true. Can you really just work with a company and sell
more options on a shelf—but white-label products and their products and services under your own brand? The
services are evolving. In this article, I will discuss what answer is yes—and the process is fairly simple. Let’s take
you need to know about white labeling in the modern a closer look at how this works.
world. • White-label products and services: White-label
products and services are established products and
A white label approach to business involves partnering services that are ready to be sold. These could be
with a manufacturer, distributor or agency to use their shirts or art that a company allows ecommerce stores
services for your business. A white-label partner will of- to sell as their own, for example, or a client portal
fer a product or service that is then sold under the name customized with your branding. With white-label-
of your business. This allows new business owners to im- ing, your company can share a variety of products
mediately gain access to high-quality products and ser- and services without worrying about creating them
vices with established systems and tools. The white-label or manufacturing them.
market is growing substantially, with year-over-year
growth reaching 10.7 percent in 2022 (see https://tinyurl. • Custom branding: After you have selected your
com/ym3srpb8). white-label product or service, it is time to start
branding. White-label partners will allow you to
Under a white-label agreement the manufacturer or white- place your company’s branding over their products
label partner removes their branding from the product. and services, making it seem like you are creating
This allows companies to sell those same products or ser- all of them yourself. Colors, logos and even artwork
vices with their own branding. While white-label solu- can be applied to white-label products and services.
tions used to account for a small percentage of products, Your customers will never know that the materials
they now account for more than 50 percent of U.S. manu- are coming from a third-party group.
facturers' products (see https://tinyurl.com/3ujuce5e). • Third-party distribution: Though every white-label
service is different, most white-label partners are
What is white-label marketing? also happy to handle distribution. They will make

White-label marketing is the act of using a third-party the products, brand the products and deliver them
branding agency to manage your marketing for you. It is right to your customers. While the white-label brand
an approach that outsources marketing services, allow- manages all of this, you can focus on creating a more

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