Contents
- What is a brand concept?
- Why does a brand need a concept?
- Types of brand concepts
- Key elements of a brand concept
- How to create a brand concept?
What is a brand concept?
A brand concept represents the key ideas and characteristics that define the essence of a company and its products. It is an overarching vision that shapes the image and positioning of both the brand itself and its individual products. For example, the slogan of the "Pyaterochka" chain, "We look forward to seeing you every day!" emphasizes their customer orientation and desire to create a warm welcoming atmosphere for clients, who are viewed as guests.
The origin of the word "concept" traces back to the Latin "conceptio," which means understanding or idea. The brand concept includes:
- mission, philosophy, and values;
- positioning and competitive advantages;
- emotions and associations;
- visual and verbal elements;
- ways of communication with the audience.
Thus, the concept encompasses both the company itself and its individual products, which is especially relevant for umbrella brands that develop various trademarks.
Why does a brand need a concept?
The concept is an important tool for business that allows:
- To create an image and increase recognition. By conveying its concept, the company forms a clear and memorable image in the minds of consumers.
- To strengthen trust and loyalty among the audience. The concept helps communicate the brand's philosophy and values to clients, demonstrating its social responsibility.
- To differentiate from competitors. By highlighting unique traits, the concept helps stand out against other brands.
- To develop a coherent marketing strategy. It serves as the foundation for all communications and advertising campaigns, making them more persuasive and logical.
An example is "Alfa-Bank," which cares for nature by using eco-envelopes and recyclable materials. Such actions create a positive image and trust from clients.
Types of brand concepts
There are several main types of concepts that companies implement in combination:
- Positioning concept. The brand image is created based on its key ideas and characteristics.
- Design concept. Defines visual elements, such as logo and color palette.
- Promotion concept. A strategy aimed at successfully promoting goods and services.
- Verbal concept. Description of verbal elements, including names and slogans.
Key elements of a brand concept
The key components that form the brand concept include:
- Mission. The global goal of the company that explains its benefit to society.
- Name. A unique title that marks the beginning of the customer's acquaintance.
- Slogan. A short phrase reflecting the essence of the brand and its advantage.
- Tone of voice. The style of communication of the company with clients.
- Visualization. Visual elements that shape the external appearance of the company.
These elements must harmoniously combine, creating a cohesive brand image that evokes the desired emotions in consumers.
How to create a brand concept?
Creating a concept requires the following steps:
- Market analysis. Studying demand, supply, and competitive environment.
- Understanding the target audience. Grasping the needs and interests of potential clients.
- Developing visual and verbal elements. Creating a name, slogan, and corporate style.
- Defining positioning strategy. Creating the brand image in the minds of clients.
- Formulating a development strategy. Setting short-term and long-term goals.
The ideal concept should be clear and engaging for the target audience, reflect the essence of the company, and be original to stand out against competitors.