A Brand Concept is a general idea and an abstract meaning behind the brand working as its true essence and character that gives the consistency to the brand and curates a distinctive identity in the market and in the minds of the consumers.
It can be aptly described as the first thing that comes to the minds of your consumers when they hear or think about your brand and its offerings of products and services. Having a well defined and aligned Brand Concept is the base for formulating the brand architecture as on the basis of it the entire brand strategy and related elements have arrived in a successful manner.
The key elements that every Brand Concept should possess :
1) Brand Name
The first and foremost, it is very essential to have a name of the brand that goes with the nature of the business, aims and objectives of the company, features, and attributes of the products and services offered and should convey the true spirit of the brand.
It is very important for the management and the branding department to christen the name of the brand that is quite distinctive, unique, catchy, and enticing but should not be ambiguous at the same time. It should not be similar to the ones of the competitor brands to avoid the copyright and plagiarism issues.
With the brand name comes the tagline working as the second most crucial element of the Brand Concept. The tagline is basically the slogan of the brand within the fulcrum of two to five words that convey the brand attributes and features in a short and crisp fashion. For example, the tagline of Nike that is one of the biggest and renowned sports brands is ‘Just Do It’ complementing the nature of its products i.e., sportswear along with the target audience that are sports personalities and fitness enthusiasts.
3) Creative Elements
The creative elements of the brand include the logo, mascot, typography, fonts, and color palette. All of them in a combination should be designed in an aesthetic and creative way signifying the nature of the business and characteristics and strengths of the brand and its offerings. For example, taking the discussion of the Nike brand forward, the logo of the sportswear brand has the mascot of a right forward tick or a check sign in a curved manner signifying that the products of the brand are the best for the athletes and the sports personalities plus the creative elements depict the youthfulness and vibrancy.
The element of language is quite important for the Brand Concept as the brand should have a specific tonality and play of words depending on its objectives and types of products and services offered. The tone of brand language can range from sincerity, authoritative, helpful, or customer-centric.
The Brand Concept should encompass the important and crucial messages and information that the brand wishes to convey to its stakeholders that include employees, customers, vendors, sponsors, and investors. The messaging statements of the brand comprise of the mission statement, vision statement, and corporate guidelines.
Ways to write the Brand Concept for your brand :
1) Position your brand
The initial step to write the Brand Concept is to arrive at the positioning of your brand. The positioning means how do you want the target market and the customers to perceive your brand as and what should they think about it whenever there is a mention of your brand and its offerings.
The brand positioning has to be in line with nature and the objectives of the company plus as per the features and attributes of the products or services offered. The brand positioning can vary from being a luxury high-end brand, affordable brand, the brand that provides excellent levels of customer service or the brand that provides value for money.
For example, the brand position of Louis Vuitton is that of a high-end luxury brand catering to the affluent class of audience.
2) Define the benefits of the brand
The next step to writing the Brand Concept involves defining the benefits of the brand that it provides to its customers through its offerings of products and services. The benefits include emotional and functional benefits. The emotional benefits can be described as how the customer feels emotionally and psychologically after using the offerings of the brand whilst functional benefits mean how the product features and aspects are helping to the solve the problems faced by the customers in a tangible manner.
For example, the mobile technology giant Apple offers both emotional and functional benefits to its customers by providing the best of interface and user experience through its products plus the brand’s customers feel a sense of pride and arrival in life by using the products of the brand.
3) Brand Promise
There are a certain set of promises that every brand does to its customers whilst launching the line of products or services. The brand promise can be of offering the high-quality products and services or offering the affordable range of products or providing the finest levels of customer service experience and after sale services. Whatever the brand promise is, it is mandatory for the brand to keep and fulfill the same on the consistent basis in order to retain the loyal customers attaining the aims of higher sales and profits.
4) Reason to believe the brand promise
The brand has to give its target audience the reasons to believe the brand promise by fulfilling it in the highly dedicated manner on the continuous and consistent basis. Plus this step also involves the usage of marketing and promotional tools having a mix of traditional and modern methods to enhance the brand value and reach by promoting its strengths, fulfilled brand promises, unique selling propositions, and other crucial aspects of the brand to get registered in the minds of the customers having a strong recall factor.
Lastly, the Brand Concept needs to be tested to check if it is in line with the current market scenario and the preferences of the targeted customers. And if it requires further development or tweaking the certain elements, the same has to be done by the brand managers and the management on an immediate basis to stay relevant in the market.