No matter what brand you’re working on right now, there’s probably something else consumers already use with it. We call these perfect product couples, and you don’t have to be a matchmaker to spot them. Think chips and dip, mattresses and sheets, or coffee and donuts. Soul mates if we’ve ever seen them.

But why should you care about your brand’s soul mate? For starters, it might be the ticket to entering a new product category and increasing revenue. Just imagine yourself finding the key to launching a successful long-term brand extension.

Let’s take a look at the specifics. We’re talking about a brand extension strategy known as launching companion products. It’s when you put your brand’s name on a product consumers already use with your brand. And it’s just one of our 10 Ways to Extend Your Brand.

Many popular brands have found success with this strategy. You might think suntan lotion when you hear the name Coppertone, but the brand name adorns sunglasses, too. Breakfast lovers can brew up Krispy Kreme bagged coffee, a new brand extension, to enjoy with their donuts. And in the personal care aisle, you’ll find both Colgate toothpaste and toothbrushes.

These product soul mates might seem obvious, but don’t worry if a companion product doesn’t immediately jump to mind for your brand. Just consider Steinway pianos. The company could have extended its brand in any number of directions: other musical instruments, music instruction, classical music or polished furniture. But the brand decided to introduce furniture polish, a product customers can use on pianos and the dining room table.

As you flirt with different brand extension options, it’s crucial to think about what business the company really wants to be in. Jumping into too many diverse categories can damage the parent brand. But finding your brand’s true soul mate—a long-term strategic choice for moving into a new category—can pay off in big ways.

Does your brand have a soul mate? We’d love to hear about it in the comments.

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