Do you fit the “misfit” life? Find out what it takes to make a brand weird & wonderful...
“Find the witchery in yourself, harness it, conjure it when you must. It’s okay to be strange. It’s okay to be different. It’s okay to be powerful.”
Yrsa Daley Ward
A few years back, I modelled as part of a mini-fashion show for Bolongaro Trevor, here in Leeds.
Prosecco, snacks, and the chance to get my pirate wench on.
It was a one-off chance for passers-by to see the clothes on living breathing models. We’ve all come across clothes that go from frightful to delightful once you get a “proper” look at them.
Meeting the owners gave the customers the chance to peek behind the curtains, and approach the faces behind the brand. It’s an invite to the exclusive inner circle. A glance into a secret world. And a perfect example of experiential marketing.
Unusual or strange marketing can capture your audience’s attention and imagination. It’s one part of building a unique and distinctive brand. But you might be asking: is my brand really “alternative”? Starting with the obvious, let’s explore four key ways you can tell.
1. Your marketing methods match your unusual personality.
Somewhere, in that weird and wonderful mind of yours, there’s a way you want to get your brand out there. That makes a statement about what you are, and who you stand for. Stuck for inspiration? Here are some examples of unusual marketing:
Guerilla marketing
For those dying to make a statement, or flash your inner rebel. Guerilla marketing is all about the element of surprise. Getting tasty publicity tidbits by being unexpected. It’s not for the faint-hearted. The sky’s the limit—and even then, sky banners are a thing. If you’re bold (or monied) enough.
E.g. sneaky advertising at bigger events, graffiti, or hidden projectors on high-rise buildings.
Buzz marketing
If you’re anything like me, your sense of humour is…unpredictable. Clancy’s Auto Body recently went viral on Tiktok with this post. Real or not, it got the job done—people couldn’t stop talking about it. “How to Write Funny” talks about how some of the best laughs come from subverting expectations—embracing the unexpected. Which is exactly what they did.
Experiential marketing
Yup, it’s a call-back. The clue’s in the name, experiential marketing gives your customers a chance to experience what you’re offering.
E.g. Try-before-you-buy or free samples. Think Lush; only to a smaller audience, at a convenient time or place for customers. Or! Remember when supermarket deli counters were less stingy with free cheese samples? Because I do.
2. You embrace self-expression and individuality.
Thinking back, I’ve always been a little different. Not in a way I could explain. Or express through my wardrobe. But it was always there; beneath the surface.
As the internet and social media exploded, I didn’t land in any specific group. Not confident or rebellious enough for the goth aesthetic, too clumsy to be a skater, not into makeup or tracksuits enough to be a “townie” (IYKYK). And I’ll always remember the weird look I got from a bus driver—I was listening to classical music on my Ipod Nano (we’re talking a few years ago, now).
(He did ask, to be fair.)
To be Black as well as “weird,” adds a whole different lens to the experience. Another story for another time. But in finding my own tastes and interests as an adult, I’ve truly grown into myself.
Imagine being the brand letting empowered eccentrics express their truest selves. The right bit of marketing will make you known to the right people.
Break conventions and expectations. Give your audience (and customers) a chance to connect with you in a more personal, genuine way. Show them who the owner of their new favourite brand really is—send the fake influencer culture stuff packing if it’s not for you.
3. You’re building your own community.
Couldn’t find a seat at the other tables? Make your own. Create the belonging you couldn’t find elsewhere, with others who share your values and aesthetics. I’m quite partial to neutral, muted colours, and buckles, myself.
4. You’re super specific about your goodies (and services).
To have a “niche” means you’re an expert or specialist hoping to reach a targeted demographic—your people. If you want to be the Ruler of Remarkable, you have to specialise in items that are distinctive and appealing to your ideal customers. You’re an authority in the making.
Example: selling products aimed at Black hair –> selling Black hair products aimed at curly hair –> selling Black hair products aimed at sensitive skin, and locs (woo!).
Bottom line: marketing that speaks to your unusual side helps your alternative brand stand out. Important with the small business game being more competitive than ever.
The right approach, along with the right wordsmith can help you tell your brand’s story in a way that authentically reflects your off-beat personality.
Need some help with writing in a way that pairs perfectly with your vibe and values? Reach out to your favourite weird writer today and let’s get the ball(point) rolling.
The Copy Mixtress 