The term “concept”, which is widely used in modern branding, comes from the Latin word conceptio. This multifaceted concept includes the key idea of something, and a system of views on certain phenomena, and a way of interpreting events, and a basic idea. In relation to the brand, the concept means a set of values and characteristics that ensure the effective positioning of a company or product in the market and allow you to convey the key idea to the target audience. In fact, these are the emotions, image and ideas about you that arise in the mind of the consumer when the brand name is mentioned.
Types of brand concept
A holistic, logical and established idea of a brand, its idea and values is a global concept. It includes several components, each of which is responsible for a particular direction. Among the most famous:
This is a clearly articulated brand vision that sets the direction for its development in the coming years. Proper positioning helps to convey the main idea to the consumer, increase the loyalty of the target audience, form an emotional attachment to the company or product. The development and implementation of the concept of positioning creates an associative link between products and the brand, gives them additional value, distinguishes them from other products. As a result, products gain a competitive advantage and sell better.
If the positioning concept tells about the brand, then the design concept shows it. It embodies a comprehensive vision of how a company or product will look in space. It is important to understand that an effective design concept is not created from scratch. Its development is preceded by extensive research. Each component is subjected to a thorough analysis – brand values, product features, competitive environment, consumer preferences and dozens of other factors. Only with information can you create a visual embodiment that emphasizes the advantageous features of a particular product. The design concept is designed for the long term. In the future, on its basis, they develop the concept of corporate identity, which forms the visual component of the brand image.
It is also based on knowledge of the key features of the product, market, target audience, etc. Based on this information, strategists and marketers choose the most effective communication channels, determine the roles and tasks of each of them, and create a brand promotion strategy designed for several months or years. At the same time, a message is being developed – one of the most important elements of verbal communication. Brand message is the main idea that you want to convey to consumers. For example, you can emphasize the naturalness of the product, premium quality, adherence to traditions. The main thing is that the message does not contradict the main idea of the brand, but continues and supplements it.
Creative brand concept
It includes a slogan, a key image, the main communication idea. The creative concept is about how best to tell potential consumers about the brand. For this, various images, intonations, semantic accents, etc. can be used. Professional development and subsequent implementation of the creative concept allow you to interact with the target audience as efficiently as possible. As a rule, several options are created, one of which forms the basis of an advertising campaign. Note! Creating a creative concept requires an accurate and clear understanding of the brand’s goals, values and positioning.
Brand Concept Objectives
The brand concept is one of the marketing tools. This means that it helps in solving problems such as:
- increase in market share;
- development of new markets;
- building a positive brand image;
- increasing consumer loyalty;
- effective detuning from competitors;
- increasing the competitiveness of the product and the brand as a whole;
- creation of a long-term strategy for the development of the company.
With the right approach, the brand concept allows you to achieve the global facing every company, that is, to achieve sales growth and increase profits.
Who needs brand concept development?
At the heart of every success lies an idea and a well-constructed concept. This applies to all brands, big and small, global and local. Unfortunately, entrepreneurs often underestimate the importance of professional branding. The result of this approach is quite natural – they enter the market, work for some time and close, unable to withstand the competition. For example, according to the international audit and consulting company Bain, in 2019, over 600,000 enterprises belonging to the segment of small and medium-sized businesses ceased their activities in our country. If an entrepreneur does not want to join their ranks, he should think about creating a brand concept that will help position the company and product in the market in the most effective way.
So, the development of a concept, corporate identity, positioning and development strategy is necessary:
- beginners and experienced market players;
- small business companies;
- confident middle peasants striving for more;
- large firms ready to conquer new markets.
Brand concept development process
Work on the project begins with a deep analysis of internal and external factors. The first include the features of the company and products, the principles of communication with consumers, identification, positioning. This also includes goals, values, mission, philosophy, key idea – everything that forms a unique brand ideology.
As for external factors, first of all it is the general economic situation, activity of competitors, categorical trends. Particular attention is paid to the study of the target audience. Every detail matters – age, gender, marital and social status, needs, preferences, etc.
The collected information is studied, analyzed and systematized, and then serves as the foundation on which the brand concept is built.
Further development of the concept involves the phased creation of its key components. For example, one of them is the brand communication concept, which consists of a promotion concept and a creative concept. Among other components: positioning concept, design concept, etc. For each of them, a set of basic elements is formed that help to reveal it. For example, the creative concept of a brand involves the creation of verbal and visual tools for interaction with the target audience – a communication idea, image, identity, etc.
The process of developing a brand concept is completed by combining individual elements into a coherent doctrine and forming a unified system of values and marketing characteristics.
Where to order the creation of the concept?
Brand concept development services are offered by large agencies, well-known in the Russian and international markets, and small branding companies, which most often specialize in working with small businesses. The former have several decades of work and thousands of successful projects behind them. It would seem that the choice is obvious! But the problem is that their services in the vast majority of cases are not available to firms with a small turnover. That is why many entrepreneurs prefer little-known branding agencies that offer more loyal terms of cooperation. But choosing this option, it should be understood that the quality of development will be noticeably lower.
An alternative to classic branding agencies is the Brand hub online service. And this is not just a constructor, there are many of them on the net! Its feature is a unique combination of modern technologies and traditional expert-level branding.
Four facts about Brand hub
Are you planning to order the creation of a brand concept? Before making a final decision on choosing a developer, get acquainted with the features of the Brand hub online service.
- The service was created by specialists with extensive experience in branding agencies. Their knowledge and experience ensure the quality of branding.
- All work is done remotely. This saves time and makes services available to customers from other cities and countries.
- The use of modern technologies has reduced the complexity of the work, but not their quality. For less money, customers get expert-level services.
- Automation of workflows has significantly increased the speed of development. Between filling out the brief and transferring the rights to the finished brand, no more than 3-5 weeks pass.
Interested? Get more detailed information about the Brand hub service by phone +7 (495) 118-33-14 or send questions via the form on the website.