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Assessing White Label as a Go-to Market Strategy

Every company should be familiar with white labeling, a practice that has been popular for decades. It allows you to benefit from the branding and intellectual property of other businesses without incurring higher costs. Despite the fact that white labeling is frequently utilized by entry-level organizations, it is crucial to remember that this technique is used heavily by major retailers. A go-to-market strategy should include it as a technique.

Written by
June 15, 2022

White labeling is a strategy that allows manufacturers to sell their product as another brand and take a cut of the profits by supplying the raw materials, instructions, and brand. It’s not a new concept but it’s one that isn’t often underutilized in the marketing world. The benefits of going with a white label as your go-to market strategy are endless for both independent brands and larger organizations alike. White labeling enables you to reach new customers while maintaining control over pricing, quality standards, and production costs. However, when considering whether or not white labeling is right for your business, there are some pros and cons you’ll want to take into account before making a final decision. This blog post will explore what makes White Labeling an effective go-to-market strategy, how to implement it as a part of your existing business model, and why you should avoid it if possible.

What is White Labeling?

White labeling is a marketing strategy that allows a company to sell another business’s product under their own brand. White labeling is also referred to as co-branding, rebranding, or re-labeling. The product’s original branding is usually still visible, but it is often much less prominent than it would be if the company were selling the product without white labeling. White labeling can be applied to a wide variety of business sectors, including food, beauty, fitness, and tech. White labeling is useful for companies with excess capacity that can’t keep up with demand for their own products. Instead of sitting on unsold inventory, they can sell it to other companies, who then rebrand it as their own product and sell it with their own label. This is called white labeling because the original manufacturer doesn’t have its name on the label.

Why You Should Use White Labeling as a Go-to-Market Strategy

White labeling allows you to sell products from other companies under your own brand. This allows you to take advantage of the intellectual property and branding of other companies, while keeping costs lower. If you want to enter a new market but don’t have the money to invest in developing a new product, white labeling can help. You can sell the product under your existing brand name and you don’t have to create new packaging or deal with any IP issues. White labeling can also be an effective strategy if you want to expand your business model but don’t know how to scale your existing product line. If you want to sell a new type of product but don’t know how to manufacture it yourself, you can white label a product that provides the same functionality. This is a strategy that’s been used for decades by big retailers like Wal-Mart and Target.

Why You Shouldn’t Use White Labeling as a Go-to-Market Strategy

White labeling can be a great strategy for growing your business, but it can also be a dangerous strategy for companies that don’t have a solid reputation for quality. If you white label an inferior product, it can reflect poorly on your brand and cause your customers to lose trust in your business. If the product fails or causes a safety hazard, you could be held responsible. White labeling can also be a tricky strategy to implement if you don’t know what you’re doing. If the original manufacturer finds out that you’re white labeling their product, they could take legal action against you. And if you violate a contract, you could lose rights to your own product.

Checklist: Is White Labeling Right for Your Business?

The best way to determine if white labeling is right for your business is to evaluate your current go-to-market strategy. If there are some aspects of your current model you’d like to improve, white labeling can be a great solution. The following questions will help you decide if white labeling is an effective GBM strategy for your business. - What is the profit margin on your products? - Do you have excess capacity in your production facility, or can you use another manufacturer with lower costs? - Are there products on the market that are similar to yours, but are cheaper? - How easy will it be to find a manufacturer willing to white label your product? - How easy will it be to sell the product under a different brand name? - What will it cost to white label the product? - How easily can you sell the product without your brand name? - How will this strategy impact your existing product line? - What are the potential intangible benefits of white labeling a product? - What are the potential intangible drawbacks of white labeling a product?


White labeling has been around for decades and is something that every company should be aware of when developing a go-to-market strategy. It allows you to take advantage of the branding and intellectual property of other companies, while keeping costs lower. However, it’s important to keep in mind that white labeling isn’t just a strategy for entry-level brands. Major retailers have relied on this strategy for decades and it’s something that all businesses should be aware of when developing a go-to-market strategy.

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