How to write a winning brand concept

Posted on Posted in How to Guide for Marketers

A brand concept uses the brand idea, consumer insights, functional and emotional consumer benefits, and support points. Only a fool would start writing a brand concept statement without doing the necessary brand positioning homework. This also works for both brand concept testing and innovation testing.

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. They try to “pass the test.” But then after they get a winning score, they realize 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 or product concept

With all the homework you have done on the brand positioning statement and a 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 example

product 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 on 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

Here’s a B2B brand concept example.

 

brand concept example

Here is a brand concept example that works for healthcare brands

brand concept example

 

 

Here is a brand concept example for a tech brand:

how to write a brand concept

To read our story on writing brand positioning statements, click below:

How to create your brand positioning statement

You will find this type of thinking in my book, Beloved Brands.

Beloved Brands Book

I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

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

  • How to think strategically
  • Write a brand positioning statement
  • Come up with a brand idea
  • Write a brand plan everyone can follow
  • Write an inspiring creative brief
  • Make decisions on marketing execution
  • Conduct a deep-dive business review
  • Learn finance 101 for marketers

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We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

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If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.

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

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

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

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