5 Tips for Pitching Brand Concepts to Clients
The presentation of a creative concept can make or break how a client receives your work. Take it from us — our creative team goes through 3-4 presentations in a single project alone. So in hopes of spreading our experience, we’ve created a few helpful tips to make sure your prezzy goes well too.Go beyond the logo.
A brand is so much more than its logo. Brand assets (illustrations, icons, patterns, etc.) implemented across a range of design collateral are what support a logo and part of what makes a brand an experience. Showing the client how a logo would be applied in real life with varied mockups shows the value of a branding package. Weaving in strong messaging throughout the presentation of the concept brings it all home.
Share the journey.
We’re not designing cool things just for the sake of things looking cool, so it’s key to show the client how you arrived at your final branding concept. Creative decisions and the resulting designs are grounded in research and meaning, and built on a foundation from thoroughly discussing the concept with the client. Every design decision is purposeful, which helps the client see the full vision. Showing a client a bit of the journey in how you arrived at a final concept allows them to fully understand the creative work and more easily buy in to the concept.
Know your concept inside and out.
After a presentation, a client may be wondering how something we’ve suggested in a mockup would translate into something tangible or have an idea and wonder how it would fit with the concept. It’s important to anticipate some of their questions ahead of the meeting and to position yourself as the expert. Take the time to educate the client and be unafraid to give your honest opinion on what would work for them and what might not. After all, they’re looking to you for guidance.
Love your work.
Basically, be your best cheerleader. Start by making something you’re proud of, and as you present your work to a client, share what inspired you along the way. That alone will show the work and thought put into the concept. Enthusiasm is contagious, and you want the client to be as excited about your concept as you are. Oh, and just before the meeting, get pumped with a favorite song.
Give ‘em something unexpected.
Our branding presentations usually include the logo, branding assets, and mockups of most or all of the deliverables for the project. But if we have the right idea and it suits the project, it’s fun to throw in an unexpected element in the presentation. It could be a new product with a sleek design or a way to grow their brand’s exposure they may not have thought of yet. Going above and beyond pays off—the client is excited about this new idea you’ve conceived for their project and impressed by the thoughtful addition to the presentation. This also gives them an incentive to sign on with you for their next project.