Crafting and Selling Compelling Brand Asset Ideas to Clients

Struggling to convince clients to invest in brand asset ideas? Learn how to craft compelling concepts and sell them effectively with these proven strategies.

Some brand names have been anonymized at the author’s request to respect confidentiality agreements.

If you’ve been struggling to convince clients to invest in ideas that could become enduring brand assets, like GTCO Fashion Weekend, this article is for you. Fehintola Onajobi, a seasoned expert in crafting and selling brand asset ideas, shares valuable insights to help you make a stronger case. Whether you’re crafting new concepts or refining existing ones, mastering the art of selling brand asset ideas can turn your pitches into long-term brand successes.

Understand the Client’s Vision

Every client has a unique vision for their brand, even if it’s not explicitly communicated. Your role as a strategist is to identify and articulate that vision in a way that resonates. This begins with thorough research—understanding the client’s major challenges, industry, competitors, target audience, and long-term goals. Clients respond positively when they see that a proposed brand asset aligns with their brand’s essence. For example, during a pitch in 2022, emphasizing a client’s aspiration to become a household name in the financial industry helped secure their interest and buy-in.

Anchor Ideas in Consumer Insights

Clients need to see that your ideas are not just creative whims but solutions rooted in data and insights. Leverage consumer behavior studies, market trends, and cultural nuances to strengthen your case. For instance, while working on an experiential plan for Stanbic IBTC Pension, I tied the campaign idea to a rising trend of financially conscious indulgence. Strategically demonstrating how the brand could capitalize on this trend made the client more invested in the proposal.

Simplify the Narrative

While your ideas may be complex, your presentation should be straightforward and compelling. Clients are busy and may not have the time to grasp intricate concepts. Structure your presentation as a story:

Problem: Identify the challenge.
Solution: Introduce your brand asset idea.
Impact: Highlight expected outcomes.

For an FMCG brand, framing the narrative as “Your network connects people; our strategy connects your brand to their hearts” made the messaging clear and persuasive, ultimately winning the client’s trust.

Visualize the Outcome

Clients are more likely to approve ideas they can visualize. Mockups, prototypes, and detailed visual aids can make a significant difference. A tangible representation helps them envision the success of your idea and approve it with confidence.

Anticipate Questions and Concerns

Clients will likely have doubts, so be prepared to address them. Anticipating potential objections demonstrates professionalism and a deep understanding of your proposal. For a beverage brand, I foresaw concerns about ROI and proactively included projected outcomes, key performance indicators, and case studies from similar campaigns. This reassured the client of the idea’s feasibility.

Highlight Long-Term Value

Clients want ideas that are not only relevant today but also sustainable and impactful in the long run. When they see that your proposal delivers consistent growth, adaptability, and a competitive advantage, they are more likely to invest.

Build Relationships, Not Just Pitches

Beyond selling ideas, focus on building trust and collaboration with clients. When they see you as a partner invested in their success, they are more likely to embrace your ideas.

Conclusion

Selling brand asset ideas requires creativity, strategic thinking, research, and excellent communication. If you align your concepts with client goals, present them compellingly, and build trust, you can transform ideas into reality while strengthening your position as a valuable brand strategist.

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Fehintola Onajobi

Fehintola is the Head of Strategy and Planning, Nitro 121. You can connect with her on LinkedIn to read more of her thoughts.

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