Only a fool would start writing a brand concept without doing the necessary homework.
I will show you how to write a brand concept that uses the brand idea, consumer insights, functional and emotional consumer benefits, and support points. Furthermore, I will provide a brand concept example.
Think of your brand concept as you would a 30 second TV ad or a digital billboard. Most importantly, stay focused on your most essential messages.
If you start with a blank piece of paper, you will likely end up with a random chance at success.
How to write a brand concept
Before you start, do the homework on your consumer target profile, brand positioning statement, and brand idea. The homework gets you ready to write a brand concept.
Be as realistic a manner as possible. Narrow it down to one main benefit and two support points. Moreover, think of it as fitting on your package, a print ad, or a sales pitch. 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 cluttered concept with every possible point just to pass a test, and then find yourself unable to execute that concept in the market. That’s just not realistic.
If you are testing your brand concept with consumers, it is smarter to write a few different focused concepts. Then put into a concept test, either through qualitative focus groups or via quantitative testing.
The ideal brand concept example
- To start, the main headline should capture your brand idea. Keep in mind, the headline is the first thing consumers will see, and it will influence how they engage the rest of the concept.
- Second, every concept should start with a consumer insight (connection point) or consumer enemy (pain point). This helps captivate consumers enough to make them stop and think, “That’s exactly how I feel.” Your consumers feel more engaged with your concept. As well, the enemy or insight should set up the brand promise.
- Third, layer in the promise statement to bring the main consumer benefit to life with a balance of emotional and functional benefits.
- Next, use support points should close off any gaps that consumers may have after reading the main benefit. In addition, an emotional benefit may require functional support to cover off any doubt lingering in the consumer’s mind.
- Finally, complete the concept with a motivating call-to-action to prompt the consumer’s purchase intent, which is a significant part of concept testing. Furthermore, adding a supporting visual is recommended.
Do your homework on brand positioning
Your brand concept should build upon the brand positioning statement, which 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). Once you have your brand positioning statement, and your brand idea, you can build a brand concept.
Before doing your brand concept, read our step-by-step process for how to write a brand positioning statement:
In addition, this process works for B2B brands
And, here is a brand concept example for a technology brand
For example, this brand concept process works with healthcare and retail
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