How to write a brand concept to help your brand win in the market

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brand conceptTo find a great brand concept you need a brand idea, consumer insights, functional and emotional consumer benefits, and the support points. Only a fool would start writing a brand concept statement without doing the necessary brand positioning homework.

If you start with a blank piece of paper, you will likely end up with a random chance at success. The brand concept combines the brand positioning statement work and the work from your brand idea.

Be realistic about the brand concept you build. Too many marketers try to jam everything into the brand concept, trying to “pass the test” but then after they get a winning score, they realize that they can’t execute the brand concept that just won.  You should think of your brand concept as you would a 30 second TV ad or a digital billboard.

how to write a brand concept

How to write a brand concept

With all the homework you have done on the brand positioning statement and brand idea, you have everything you need to write a brand concept.

Write your concept in as realistic a manner as possible. Narrow it down to one main benefit and two support points. It should be realistic enough to fit on your package, new product innovation, advertising copy, or your sales message.

Too many brand leaders try to write concepts that include everything. They put in a long list of claims and reasons to believe. There is no value in writing a concept just to pass a test, and then find yourself unable to execute that concept in the market.

The ideal brand concept

how to write a brand concept

  • The main headline should capture the brand idea. The headline is the first thing consumers will see, and it will influence how they engage with the rest of the concept.
  • Start every concept with a consumer insight (connection point) or consumer enemy (pain point) to captivate the consumer enough to make them stop and think, “That’s exactly how I feel.” Your consumers feel more engaged with your concept. The enemy or insight must also set up the brand promise.
  • The promise statement must bring the main consumer benefit to life with a balance of emotional and functional benefits. For Gray’s, I combined the “great taste” functional benefit and “stay in control” emotional benefit into a main brand promise statement.
  • The support points should close off any gaps that consumers may have after reading the main benefit. An emotional benefit may require functional support to cover off any doubt lingering in the consumer’s mind.
  • Complete the concept with a motivating call-to-action to prompt the consumer’s purchase intent, which is a significant part of concept testing. Adding a supporting visual is recommended.

Do the homework of your brand positioning statement

Most of the meat of a good concept comes from the work you do with a brand positioning statement. Make sure you go deep to understand who you are selling to and what you are selling. Your brand positioning statement provides the most useful function of taking everything you know about your brand, everything that could be said about the consumer and making choices to pick one target that you’ll serve and one brand promise you will stand behind. A best in class brand positioning statement has four key elements:

      • Target Market (1)
      • Definition of the market you play in (2)
      • Brand Promise (emotional or rational benefit) (3)
      • The Reason to Believe (RTB) the brand promise (4)

The classic way to write a brand positioning statement is to take the elements above and frame them into the following: For the target market (1) Brand X plays in the market (2) and it gives the main benefit (3). That’s because of the following reasons to believe (4).

How to write a brand concept statement brand positioning target market marketing training



This is how the positioning tool should lead you to a brand positioning statement that takes into account the target, category, benefit and support points.


For more information on how to write a brand positioning statement, click on this link: How to Write a Brand Positioning Statement


Brand concept examples

You can build a brand concept for any type of brand. Here’s an example of a B2B brand concept.

how to write a brand concept


The same brand concept model also works for healthcare brands

how to write a brand concept

It can work for build a brand concept for a tech brand:

how to write a brand concept

And finally, it can work for building a brand concept for a service-oriented business as well.

brand concept


While this helps with HOW to write a concept, ask Beloved Brands how we can help really bring the concepts to life with a workshop with your team as well as the writing of the final concept options.  We promise to bring magic to the concept which will help get you into the right positioning.

I am excited to announce the release of my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

To order the e-book version of Beloved Brands, click on this link:

And, to order the paperback version, click on this link:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at or call me at 416 885 3911

Graham Robertson Profile

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Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award. Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics. Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

4 thoughts on “How to write a brand concept to help your brand win in the market”

  1. Hi Graham:

    Another great post.

    I am a brand secularist at heart and acknowledge that there are many right ways to “God” and “Brand”.

    And as you know, I am an admirer of the “Beloved Brands” theology.

    But like you, I am open to some healthy debate.

    One concern that I have for the way that you have crafted your brand concept statement is that it is product centric.

    Gray would be missing out on other products and services that they could introduce if they made “the taste of guilt free pleasure” their single minded brand thought.

    I realise that your format was designed for arriving at great advertising briefs.

    But now with the consumer turning out to be your best copywriter, the more you could get them to talk about other guilt free pleasures that taste good, the more the “brand” would get championed.

    Also, by focusing on the ’emotionale’ of the brand, it’s easier to come up with augmented services that can become self-financing promotions of the brand.

    The second concern I have is that you seem to have suggested an emotionale is an option with “Brand Promise (emotional or rational benefit)”.

    I believe if you leave brand managers with the option of choosing between emotional and rational, they will state only ‘rationales’. Whereas you already have room for that in the ‘reason to believe’.

    As we all know, people buy brands with their hearts and rationalize with their minds.

    1. Hotspex has research to show that decisions are in on average 50% rational and 50% emotional. What I try to talk about is the balance of that, within the concept, and emotional can show up in the benefit or the reason to believe. I have faith that Brand Leaders will begin to find this balance.

  2. Graham, well done. I think this is a great summary of how to approach positioning without an ethereal lecture on the topic. The only thing I would add is that developing a great one requires a willingness to simultaneously push the boundaries AND maintain rigorous discipline which the format demands…..this is a great service to the marketing community.
    Barry O’Grady

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