"Weird" is a branding tool - and damn effective
Hey branding friends,
If I read one more "We are authentic" sentence in a brand manual, I'm going to freak out. 🥶
The truth?
Authentic doesn't mean nice. And certainly not smooth.
The most exciting brands out there are not perfect. Many are weird. And that's what makes them great.
Branding that disturbs - sticks.
Do you know Vacation?
Sunscreen brand from the USA.
But not "UV protection with aloe vera" - but "smells like your 80s vacation club in Florida".
With scents like pool water and plastic deck chairs.
Weird? Yep.
But it sells like crazy. Because it doesn't look like the hundredth Nivea clone in light blue.
Brands need character. Not just CI.
It is clear that "weirdness" is not the right thing for every brand identity. But it is a way to stand out in the market. Especially when it comes to "crowded" markets instead of blatant niche products.
Example: Cowboy bikes.
They could just build e-bikes.
But they make commercials in which guys cruise through empty cities and reflect on lost loves.
With a melancholy voiceover that sounds more like an indie film than a mobility solution.
It feels strange - but it stays in your head.
And that's the point.
Weird doesn't mean unprofessional. It means: you dare.
Because every brand that dares to really stand out already beats 90% of its competitors.
Because courage simply feels better than "it'll be fine".
Because branding doesn't mean that everything has to run smoothly - but that something sticks.
And if you think that always means you have to be the loudest brand... you're wrong.
Feals - an American CBD brand that doesn't shout, but whispers.
While all the other brands in the segment are going all out with bold claims and bright green, Feals is minimalist: warm tones, soft language, branding that looks like a mindfulness course on Instagram. Weird because it goes completely against the trend - but that's exactly why it's so successful.
Instead of telling you how crass it looks, they ask: How are you feeling today?
More therapy session than marketing - and that sticks.
Ask yourself:
👉 What could you leave out so that more brand character comes through?
👉 What would you rather be laughed at for than overlooked?
Conclusion:
Those who are weird become visible.
Those who are visible become relevant.
And those who are relevant - sell. Period.
Weirdness is not a gag.
It is attitude with humor.
And that is exactly what brands need today more than ever.
See you next week - stay weird, stay clear, stay you.
Chantalle
