Your client is hesitant about unconventional branding. How can you win them over with creative concepts?

I usually start by showing my client his/her competitors and what they look like. Then I ask him point blank if we want to stand out. 9 out of 10 times they'll say yes. Then I will usually show him how disruptor brands have stood out in their industries and I'll ask them if that's what we're looking for. 8 out of 10 times they'll also say yes. The other ones will be conservative in nature and so their brands will be a bit more conservative which is fine. (It's their brand and they also know their market). Getting the client on board is half the battle. If you're aligned on goals then all one has to do is, every time there is a check-in, justify how the progress is achieving that.

You need to show them that the real risk lies in blending in, not standing out - frame creativity as their secret weapon, not a gamble. Use data to back your vision, share stories of brands that dared to be different and paint a compelling picture of how breaking the mold will set them apart in a sea of sameness. You need to tap into their emotions and aspirations. Start with a small, bold step to build trust.

A new norm is usually the byproduct of something going outside the existing norm. New rules are often created by breaking existing rules.

To win over a client hesitant about unconventional branding, try these approaches: Understand Their Hesitations: Start by discussing their concerns and reasons for hesitation. Understanding their perspective will help you address their specific worries effectively. Showcase Success Stories: Present case studies or examples of other brands that have successfully implemented unconventional branding. Highlight the positive outcomes and impact on their business. Align with Their Goals: Demonstrate how unconventional branding aligns with their strategic goals and target audience. Present a Vision: Develop a clear, compelling vision of how the unconventional branding will look and function.

we all know you can't expect to keep doing the same thing and get different results. so why wouldn't this apply to creative strategy? the very nature of creativity is expanding your horizons and thinking outside the box. It is imperative to outline to the client that in order to gain an advantage over competitors with a similar product offering - you have to market it in a different way. and that means getting creative!

Informed insight is the biggest asset to change, and I'm not talking about data points. I'm referring to asking relevant, nuanced questions, actually listening, and forming a sound basis for new ideas. Sometimes we may learn that perhaps an unconventional visual approach may not be appropriate, but a shift in HOW a story is communicated may actually be disruptive. Calculating risks can ease fear, but ultimately there is still an element of faith and belief that's rooted in instinct AND insight. Know what you're doing, believe in it, and don't be afraid of learning from the effort. I always knew that if everyone on the other side of the table was high fiving, we definitely missed an opportunity. Change is uncomfortable, but insight can lead.

There must be a strong reason why they hesitate. Address them with data or bigger potential a brand could reach with the innovation might work to create interest for them to consider

Unconventional branding does come with risks, and it’s crucial to acknowledge them upfront. However, risks should be reframed as opportunities. Conduct a thorough risk assessment that outlines potential pitfalls and how they can be mitigated. This could include market research to gauge how unconventional approaches have fared in similar industries or segments. Suggest starting with a pilot program to test the waters. This approach allows clients to experiment with unconventional branding on a smaller scale before committing fully. The results of the pilot can then be used to refine the approach and build confidence.

Nothing convinces a hesitant client like a well-chosen case study. Choose case studies that are not only successful but are relevant to the client’s industry, target market, or brand identity. Highlight brands that faced similar hesitations but achieved remarkable success through unconventional branding. Use storytelling to bring these case studies to life. Don’t just present the facts; tell the story of the brand’s transformation, the challenges they faced, and how unconventional branding was the catalyst for their success.

Case studies are one aspect of winning them over. Sharing success stories of other brands that took creative risks and saw positive results. This can help alleviate fears and showcase potential benefits. Another way to win them over would be presenting visual mockups and creating realistic mockups/prototypes to help the client visualize how the concepts would look in practice. This can make otherwise complicated ideas feel more tangible and less risky.

Unconventional branding is not merely about aesthetics; it is a strategic approach that taps into the emotional psyche of consumers. By creating a unique narrative that resonates on a personal level, brands can cultivate loyalty that transcends traditional marketing efforts. This emotional connection transforms customers into advocates, amplifying brand reach organically. Furthermore, in a landscape increasingly dominated by technological advancements, brands that embrace creativity can carve out distinct niches, reducing competitive pressures and fostering innovation. In an era where attention is scarce, the ability to evoke emotion through unconventional branding can be a game-changer for market positioning and long-term success.

Creativity is at the heart of unconventional branding. However, clients may not always see the value in stepping outside the norm. Explain how creativity can differentiate their brand in a crowded marketplace. Unconventional branding can create a memorable and emotionally resonant brand experience, which is increasingly important in building customer loyalty. Brands that embrace creativity often forge stronger emotional connections with their audiences. These connections can lead to higher customer retention, word-of-mouth marketing, and brand advocacy.

the creative concept goes beyond disruptive campaigns, likes and shares, is creative when you reach your audience in a way that they don't expect, talk about something they don't usually talk about but need to and no other brand notice.

Crafting a creative strategy that balances innovation with relevance is crucial in today's rapidly evolving media landscape. As brands navigate the complexities of emerging technologies, they must ensure that their messaging resonates authentically with their audience. This involves not only embracing unconventional approaches but also understanding the potential risks and rewards associated with them. By leveraging insights from conflict analysis and the dynamics of public perception, brands can create compelling narratives that not only stand out but also foster deeper connections with their audience, ultimately leading to a more resilient and future-proof strategy.

Even the most creative ideas need a solid strategy behind them. Clients may fear that unconventional branding lacks structure, so it’s crucial to demonstrate that it can be just as strategic as traditional approaches. Present a strategic framework that outlines the goals, target audience, messaging, channels, and metrics for success. This structure provides reassurance that the unconventional approach is not a gamble but a well-thought-out plan. Show how unconventional branding can be integrated into the overall marketing strategy. For instance, how it aligns with digital marketing efforts, content strategy, and customer engagement.

Win over a hesitant client with unconventional branding by clearly articulating the benefits and strategic value of the approach. Present innovative concepts with a strong rationale, demonstrating how they align with the client’s goals and differentiate them in the market. Use examples of successful unconventional campaigns to build credibility and show potential results. Offer a phased approach or pilot to test the concepts on a smaller scale before full implementation. Engage the client in the creative process, incorporating their feedback and making adjustments to ensure they feel comfortable and invested in the final concept.

Unconventional branding is not merely a creative choice; it is a strategic necessity in an era defined by rapid technological advancement and shifting consumer expectations. By embracing innovative branding, businesses can harness emerging technologies to create dynamic narratives that resonate with audiences, fostering deeper connections. This adaptability not only positions a brand as a thought leader but also equips it to navigate potential conflicts and market disruptions, ensuring long-term relevance and engagement. As we witness the convergence of media and technology, brands that prioritize creativity will not only survive but thrive, shaping the future landscape of their industries.

One of the most compelling arguments for unconventional branding is its ability to future-proof a brand in an ever-changing market. Unconventional branding is often at the forefront of emerging trends. By adopting it, clients position themselves as industry leaders rather than followers. This proactive approach can protect the brand against future market shifts. Emphasize that unconventional branding is not just about being different for the sake of it; it’s about ensuring the brand remains relevant and resilient in the face of future challenges.

Look at Nothing Phone for example, you can love or hate it, but you will definitely talk about it. Going beyond the conventional smartphone design, they saw an opportunity in an saturated market, no one dares to explore a different design, a new style that no one will copy for sure, it's too late for that.