One of the first things I ask new branding clients is simple. Do you want to be a disruptor in your market, or are you aiming to feel like you’ve been there for decades as a well-kept secret? That usually tells me how bold we can be and how ready they are to leave the sector clichés behind.
Some people want the comfort of an agency that’s done it all before in their sector. I get that. But if the goal is to be seen, to do something different, then bringing in a team that hasn’t been steeped in your industry for years can actually be a huge advantage.
I’ve run a creative agency for decades. We’ve worked across everything from retail to recruitment to health and finance. That mix keeps things interesting, but more importantly, it gives us fresh perspectives. Some of the strongest work we’ve created has come from broad industry experience. From having the perspective, curiosity and creative freedom to go somewhere new. And yes, sometimes question the default navy-blue branding and ‘trusted partner’ messaging along the way.
Your sector’s fine. Maybe it’s the branding that’s tired
Working across different sectors teaches you how to tune into what makes each business unique. It also helps you spot the tired tropes that can pigeonhole you.
The firm handshake in a glass office to show you’re professional, the piggy bank for anything even vaguely to do with finance, the team huddled around a laptop, pointing at absolutely nothing, to show you’re collaborative…and don’t even get me started on jigsaws.
Every project should start with listening, not assumptions. The approach should always be shaped around what’s right for you, your business and your clients.
Why we are proud to ask the stupid questions
Getting to know a business properly is one of the best parts of my job. We come in curious and ask the things that possibly get skipped or assumed by the ‘insiders’. These often lead to better or, at the very least, unexpected answers. It helps us spot opportunities and shape stories that feel real and relevant.
We build for real people Your audience doesn’t just sit inside your category. They’re out in the world buying, scrolling, switching off and switching back on. Working with a wide mix of businesses helps us build brands that make sense to real people.
Naughty but niche
Of course, there are times when deep sector knowledge is useful. If you’re in a heavily regulated industry, or your audience is highly technical, a specialist agency might already speak the language. That can save time in early stages.
But that’s not the same as telling a unique brand story.
We can learn the jargon. You can’t always teach someone to challenge the brief or find a more creative way to tell the story.
Final thought
In all honesty, the best results don’t come from choosing between niche or broad, generalist versus specialist. They come from working with people who know how to listen, ask the right questions, and push you to go a bit further than you would on your own.
Sometimes that means picking the agency that hasn’t worked in your sector yet and giving them the space to surprise you.
Some of our best client partnerships started with a challenge. A business that was ready to be seen differently and wanted help getting there. Asking a bunch of burly engineers to wear hot pink springs to mind.
The ones that succeed are rarely the ones who stick to what everyone else is doing. They’re the ones who lean into fresh thinking, say yes to that little bit of brave and aren’t afraid to think differently. (Yes, I shamelessly stole that line.)
The best work usually starts with someone saying, “We don’t want to look like everyone else.”That’s where things get interesting.
