With over 20 years in the business, Elephants put together our 5-step process to creating a successful Brand Concept.
The concept of a ‘Brand Concept’
First of all, what do we meant by ‘brand concept’?
A brand concept is a statement that encapsulates the core ideas behind a brand or a product/ service, which serve to be a foundation to build a robust brand strategy. It is all about how the brand wants to make you feel, which in turn feeds into the entire brand and marketing strategy.
The best brand builders and copywriters will know exactly what works and how to get into the mind of a brand’s target audience. However, creating brand concepts is an art not a science; there is no one right way to do it. But there are definitely best practices! At Elephants Can’t Jump, we believe the strongest concepts will always:
- Have a clear direction that can be expressed clearly.
- Follow a structure which is centred around proposition, benefit & support.
- Avoid clichés and be distinctive.
- Excite and engage the audience.
Then, there’s the question of how do you create the best brand concept?
1. Answer the key questions surrounding your brand
Start by answering the key questions to make sure you’re clear on exactly what information needs to be communicated to your target consumer.
The questions to ask will vary depending on what type of concept it is you are writing; a new product / service concept, or a brand positioning concept. Regardless of the type of concept, you should always ask yourself what the purpose of the project is and what the desired results would be. Is your brand looking to launch a new product or seeking the best way to position a new service? Are you creating a completely new brand, or re-position an existing one?
2. Identify the BIG thought
If you were to focus on just one thing, on the most interesting and compelling aspect of your brand, what would it be?
Again, it will be different for every brand, but identifying the singular focus of a brand will give your brand builder a focal point for writing the brand concept. Our top tip here is to take yourself away from your computer and desk when at this part of the process. Go on a walk, visit a café or even just another room, pace the office, ideate with your colleagues – big ideas seldom come from staring at a screen.
3. Think carefully about the structure
Most concepts follow a similar structure…
- SET UP / INSIGHT – This is optional. How can we set the scene / context for the idea?
- PROPOSITION – Describe in a sentence what the new product / service / brand is.
- BENEFIT – Outline the main benefit for consumers.
- REASONS TO BELIEVE – Supporting evidence to back up the proposition and benefit – e.g. ingredients, process, usage.
- ENDLINE – A catchy line that sums up the idea.
4. Tell a story and create excitement
Now it’s time to weave a compelling narrative build desire. Build the story through the concept, weaving a narrative around a clear context/ setting. Second, create desire – regardless of what the product or brand is, make audience feel inspired and motivated to buy or engage with it. Finally, be clear on the tone of voice and make sure all language is consistent and credible. If it’s a new brand look around for inspiration, if it’s established read up on their communication to get in their mindset.
5. Visualise it!
“A picture tells a thousand words.”
Nowhere is this saying more relevant than with concept writing. You may have the best copy ever written, but without imagery the audience will struggle to visualise what it is you are selling. Whether it’s a sketch of a new product or a beautiful moodboard, bring your concept to life!