Illumina Channel Partners

In many emerging markets, Illumina works with channel partners that partner with them to promote, distribute, and sell their products and services. The problem that Illumina faced was that its channel partners often showcased their brands more prominently than Illumina's. I worked with the channel partners' business unity on strategically elevating the Illumina brand while providing compelling value incentives to channel partners.
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The solution for this problem was creating Illumina-branded creative assets featuring diverse tagline options. These assets not only fostered Illumina's brand awareness but also offered channel partners an opportunity to distinguish their own brand identity, bolster their digital capabilities, and drive sales growth.

As a key leader in this initiative, my role involved spearheading the development of valuable resources for channel partners. I carefully crafted guidelines to facilitate co-branding activities, ensuring that the Illumina brand was consistent, impactful, and aligned with the company's vision.
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One of the central resources I designed and developed was a comprehensive platform accessible to channel partners. This platform was a hub for accessing essential resources, including logos, product images, and branded templates, tailored explicitly for digital and traditional marketing channels. By centralizing these assets, channel partners gained a seamless and efficient experience, streamlining their marketing efforts while adhering to the Illumina brand guidelines.
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Collaborating with a verbal designer, we provide co-branding guidelines to assist channel partners further. These guidelines provided examples showcasing how they could strategically position the Illumina brand in regional marketing content.
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By providing channel partners with readily accessible and visually impactful resources, the result was a cohesive and impactful ecosystem that strengthened the Illumina brand's position, achieving higher visibility and recognition in diverse markets. This collaborative effort fostered brand loyalty and consistency and facilitated collaborative growth in emerging markets.