Developing a Brand Concept

A brand concept is what ends up working as the brand's real core and personality that provides coherence and bonds a one-of-a-kind identity.

The long-term goal of every brand is to be remembered positively by its main audience. In other words, it’s the feelings and memories which are unconsciously evoked by the brand’s name and presence. Before this happens, the brand concept, which is the main idea of the brand and what gives the brand a soul has to be developed. This ends up working as the brand’s real core and personality that provides coherence and bonds a one-of-a-kind identity.

Before developing a brand concept, the main ideas, goals, and purpose of the company have to be defined. Ask yourself “Who is your brand?” it must be clear what it offers and what differentiates it. The competition must be analyzed beforehand, having a competitive panorama helps to know where your brand is standing and where it’s going. Then moving on to getting to know your audience is key. You can’t sell something if you don’t know who you’re selling to. Knowing them will help you relate your brand to them in a deeper manner. This is what coaxes the branding together and will eventually become the foundations of a branding and marketing strategy.

Once all of the above is clear, a defined brand concept can easily flourish. The main elements to be specified for a brand concept are the following:

• Mission Statement: A brand mission keeps things real while remaining aspirational. It directly relates to the audience and it’s written in the brand’s voice. It tells the audience exactly what they want to hear.
• Name: The goal with a brand name is to make it memorable, different enough to stand out, and not ambiguous. It tells you just enough about the brand to spark a tad of curiosity in the right people.
• Voice: The brand’s voice is based on the target and mission statement. It defines the brand’s personality and reflects it through verbal and written communication.
• Taglines: The brand’s taglines are short phrases that englobe the essence and voice of the brand.
• Visual Design: Once all of the above is defined, it’s time to develop the visual communication of the brand. Which must express the core values and visual ideas that were specified in the process. If the brand’s voice is young and playful, the design must express the same thing giving the brand consistency and authenticity.

Brand authenticity is key when developing a brand concept. When a brand isn’t true to its core goals, values, and ideas, it shows. People can tell when a brand isn’t being real. So when developing a brand, keeping it as true as possible is what will make the brand unique. All brands that exist are already taken, so copying won’t get a brand anywhere.

A strong brand concept is when all of these elements are perfectly aligned and consistent. This will provide every brand with a soul that will be carried for the rest of the brand’s life.