Identity

Personality

Perception

Brand Equity

Positioning

ARTICLE #36

Brand Concepts: How They Help in Building Better Brands?

Brand Concepts: How They Help In Building Better Brands?

Identity

Personality

Perception

Brand Equity

Positioning

Written by:

12 minute read

Updated on: June 12nd, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

You might have heard people discussing their brand strategy and the elements that take part in making strategy documents like brand Identity and marketing. But they neglect the core idea behind it which is brand concepts. In reality, a brand doesn't have a direction and purpose without a clear concept.

Think of the branding process as a Project Runway where the winning designers have a distinct point of view rich with ideas for inspiration. Similarly, a successful brand also has a clear brand concept that reflects the identity and message in a true sense. Without a well defined concept, there is a high risk that your brand will blend into the background noise of the market.

Just as a fashion designer's inspiration guides their design, a brand concept directs its strategy in the middle of creative possibilities. So, it serves as the guiding force behind the brand strategy, identity, and communication efforts.

What is a Brand Concept?

A brand concept is the core idea or feeling that represents the purpose and objectives of a company. It's what sets the brand apart from others while conveying its uniqueness and attracting consumers. It is the idea upon which a brand and business are built. 

You can also think of it as a plot of land for building a house. Just as the house needs a sturdy foundation, a brand's strategy also needs a clear concept to build upon.

Consider it as the soul of a brand which gives it its identity and personality. For example, Disney's concept revolves around magic and timeless stories and Apple's is about simplicity, innovation, and user centric design.

Here are some famous brands with their brand concepts from where you can get a slight idea about how they communicate their feelings with the target audience.

  • Starbucks - Community gathering, quality coffee for a personalized experience.

  • Tesla - Sustainability and cutting edge technology to revolutionize transportation.

  • Google - Innovation and accessibility to organize the information of the world.

  • Red Bull - Energy to adventure and push the limits

  • FedEx - Reliability, speed, and global connectivity.

Before building a brand concept, marketers need to indulge in brand positioning, consumer insights, and the goals of the company. This is all done to distill information into clear and concise ideas that match the target audience.

Why are Brand Concepts important?

Brand concepts focus on visual designs while giving direction to ensure creative work is rooted in a clear concept. With this clarity, creativity can be channeled in an effective manner to explore all the possibilities within that framework. A detailed and comprehensive visual branding is developed while focusing on this approach.

These brand concepts also support the creation of a dynamic and compelling brand story. With its development, a narrative naturally emerges to be woven into the visuals of the brand.

They help you get recognition

With the help of a well defined brand concept, consumers can recognize and connect with your brand easily. This recognition opens the paths to building more interest leading to word-of-mouth advertising.

They increase credibility

The credibility of a company increases among the consumers and within the industry with a strong brand concept. When people trust in your brand they are more likely to stay connected with you.

They provide a competitive edge

It is important to have a distinctive brand concept that sets your company apart from the competitors in the crowded market. You can boost sales and market share with a unique concept that builds trust and loyalty.

So, a solid brand concept is the foundation for achieving three key objectives: consistency, memorability, and differentiation. Consistency builds trust, memorability keeps customers coming back and differentiation helps a brand stand out. It also guides decision making and ensures cohesive brand identity to enhance customer loyalty and sales performance.

Why Are Brand Concepts Important?

How to build a Brand Concept?

Brand Concepts emerge organically during the brand strategy process. They can stem from recurring themes and ideas elaborated by clients or through a synthesis of similar ideas. The ultimate goal is to build concepts that are clear, impactful, and enduring to inspire internal and external clients.

Once a brand concept is built, brand designers translate it into unique visual expressions. These expressions can take various forms such as designs and drawings. Here is the step-by-step guide on how to create brand concepts.

Assess your brand's position

Start the process with some background research on the current situation of the brand by conducting a market analysis. To do this, create a brand positioning map. This map will help you understand where your brand stands in relation to your target audience and competitors. Here are a few questions you can keep in mind to assess the position.

  • Who is your target audience?

  • What products and services do you provide?

  • Why are you providing certain products or services?

  • What does your target audience achieve through these products and services?

You can revisit some of the competitor brands to get ideas from their concepts. 

Review audience persona

Revisit and review the audience persona by understanding their pain points, desires, and needs. Make sure your brand concept perfectly aligns with your target audience so they can put their trust in you.

Over time, these ideas and audience will change, and it'll be your responsibility to keep updating your persona on a regular basis to stay ahead of the curve.

To create a clear target audience profile, there are several key factors that need to be considered. These include age, gender, occupation, place of residence, annual income, and family members. Understanding the audience's hopes, worries, values, and lifestyle is also important. 

Brainstorm values and missions

Spend some time brainstorming by surrounding yourself with the right people. You can get help from mind mapping tools and software to visually represent your ideas to those people. 

You will need to identify the value proposition of your brand. You must focus on ways to determine what differentiates your brand from competitors and the value it provides.

Articulate brand concept with a brand story

Once you have identified the values, start with creating a brand story. Storytelling is an important part of a brand concept as it elaborates what your brand tells. 

This story should create an emotional bond with the brand that people can relate to. There should be a clear depiction of where your brand stands in terms of sustainability, quality, and innovation.

Other things you can tell in your brand story include identity and motivation to engage people with your brand and take action. Use the target image, values, and story to articulate brand concepts. Try to keep it simple, single sentences that are easy to grasp and remember. 

Note: Avoid using catchy advertising taglines but focus on direct and simple ways to communicate your brand's identity and values.

Review, refine, and test the concept

After creating a brand concept, review and refine it to establish a solid foundation. Focus on the choice of words and time because they will influence how your brand is perceived. Reevaluate the concept to ensure it resonates with the identity. 

You can use words and expressions that evoke a sense of familiarity. Share it with people and get their feedback to get ideas from their thoughts and impressions.

Before you finalize the concept, test it by involving the target audience in surveys, informal discussions, and focus groups. Once done with this part, document each part of your brand concept as a reference point for future brand-related activities.

Implement it 

Implement your brand concept into your company's product design, marketing, operations, communication, and customer service. Make sure that every member of your company is well versed in the brand concept so that every department and area reflects the brand's values and image.

How to Build a Brand Concept?

Brand Concepts Examples

As brand concept is the foundation of your brand strategy, it provides a clear direction for all brand-related decisions. Let's take a look at some examples of how to use the concept to create strategy and visual identity.

Apple

Apple’s brand concept revolves around simplicity, user-centric design, and innovation.

Look at Apple's products like the iPhone and MacBook, which are famous for their sleek and simple design, reflecting the simplicity of their brand concept. The seamless integration across iCloud and App Store offers user-centric experience that is consistent with their brand concept. The frequent release of new products and features shows their commitment to innovation.

Airbnb

Its concept is based on the idea of belonging and connection. It doesn’t matter where travelers go, they will find a place to belong with Airbnb. It creates a sense of community by focusing on personal connections and building trust between hosts and guests. They share stories with people about their services and experiences to reinforce the concept of belonging to humanize the brand.

McDonald’s

The brand concept of McDonald's centers around simplicity, consistency, and fun. It is approachable, cheerful, and universally enjoyable to a global audience of fast-food lovers.

The concept is also clearly reflected in the red and yellow color scheme with the iconic golden arches logo. The consumers have consistent experience all around the globe.

Slack

Slack focuses on streamlined communication and collaboration for modern teams. Their logo design and color palette deliver the idea of connectedness and ease. The smooth design highlights the concept of streamlined communication. The interconnected elements in the logo symbolize collaboration.

IKEA

IKEA’s brand concept represents affordability, functionality, and accessibility. Their brand identity is simple and welcoming to resonate with a wide audience. The yellow and blue colors in the logo show their Swedish heritage. The clean and minimalistic visuals represent functionality and simplicity. This design also appeals to cost-conscious consumers who value sustainability.

These elements collectively shape your business strategy, identity, and marketing efforts. If you use your brand concept in an effective way, you can establish long-term success and build strong connections with your customers.

Frequently Asked Questions

What are the two important brand concepts?

The name and logo are the two crucial components of a brand concept. The name represents the purpose, values, and identity of a brand while the logo visually symbolizes the brand.

What is a brand concept map?

It is a visual illustration of the connection between brand and consumer perception. It seems like a network where the brand is present at the center and other attributes like emotions, benefits, and services branch out from it. These maps are important for businesses to help them understand how the audience views their brand, identify strengths and weaknesses along with areas for improvement.

Can a brand concept evolve or change over time?

Yes, it is important for brands to review and adapt their brand concept over time to stay relevant. Though the fundamental values will remain consistent, the way they are communicated may change to match with shifting market trends.

Final Thoughts

Brand Concepts play a significant role in building better brands by serving as the foundation of the brand's identity and strategy. These concepts distill complex ideas into simple ones and differentiate brands in competitive markets. They provide focus and direction for brand related activities and ensure consistency and cohesion across various touch points including brand recognition. So, with this power, you can create compelling brand experiences that drive long term growth and success.

ARTICLE #36

Identity

Personality

Perception

Brand Equity

Positioning

ARTICLE #36

Brand Concepts: How They Help in Building Better Brands?

Brand Concepts: How They Help In Building Better Brands?

Identity

Personality

Perception

Brand Equity

Positioning

Written by:

12 minute read

Updated on: June 12nd, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

You might have heard people discussing their brand strategy and the elements that take part in making strategy documents like brand Identity and marketing. But they neglect the core idea behind it which is brand concepts. In reality, a brand doesn't have a direction and purpose without a clear concept.

Think of the branding process as a Project Runway where the winning designers have a distinct point of view rich with ideas for inspiration. Similarly, a successful brand also has a clear brand concept that reflects the identity and message in a true sense. Without a well defined concept, there is a high risk that your brand will blend into the background noise of the market.

Just as a fashion designer's inspiration guides their design, a brand concept directs its strategy in the middle of creative possibilities. So, it serves as the guiding force behind the brand strategy, identity, and communication efforts.

What is a Brand Concept?

A brand concept is the core idea or feeling that represents the purpose and objectives of a company. It's what sets the brand apart from others while conveying its uniqueness and attracting consumers. It is the idea upon which a brand and business are built. 

You can also think of it as a plot of land for building a house. Just as the house needs a sturdy foundation, a brand's strategy also needs a clear concept to build upon.

Consider it as the soul of a brand which gives it its identity and personality. For example, Disney's concept revolves around magic and timeless stories and Apple's is about simplicity, innovation, and user centric design.

Here are some famous brands with their brand concepts from where you can get a slight idea about how they communicate their feelings with the target audience.

  • Starbucks - Community gathering, quality coffee for a personalized experience.

  • Tesla - Sustainability and cutting edge technology to revolutionize transportation.

  • Google - Innovation and accessibility to organize the information of the world.

  • Red Bull - Energy to adventure and push the limits

  • FedEx - Reliability, speed, and global connectivity.

Before building a brand concept, marketers need to indulge in brand positioning, consumer insights, and the goals of the company. This is all done to distill information into clear and concise ideas that match the target audience.

Why are Brand Concepts important?

Brand concepts focus on visual designs while giving direction to ensure creative work is rooted in a clear concept. With this clarity, creativity can be channeled in an effective manner to explore all the possibilities within that framework. A detailed and comprehensive visual branding is developed while focusing on this approach.

These brand concepts also support the creation of a dynamic and compelling brand story. With its development, a narrative naturally emerges to be woven into the visuals of the brand.

They help you get recognition

With the help of a well defined brand concept, consumers can recognize and connect with your brand easily. This recognition opens the paths to building more interest leading to word-of-mouth advertising.

They increase credibility

The credibility of a company increases among the consumers and within the industry with a strong brand concept. When people trust in your brand they are more likely to stay connected with you.

They provide a competitive edge

It is important to have a distinctive brand concept that sets your company apart from the competitors in the crowded market. You can boost sales and market share with a unique concept that builds trust and loyalty.

So, a solid brand concept is the foundation for achieving three key objectives: consistency, memorability, and differentiation. Consistency builds trust, memorability keeps customers coming back and differentiation helps a brand stand out. It also guides decision making and ensures cohesive brand identity to enhance customer loyalty and sales performance.

Why Are Brand Concepts Important?

How to build a Brand Concept?

Brand Concepts emerge organically during the brand strategy process. They can stem from recurring themes and ideas elaborated by clients or through a synthesis of similar ideas. The ultimate goal is to build concepts that are clear, impactful, and enduring to inspire internal and external clients.

Once a brand concept is built, brand designers translate it into unique visual expressions. These expressions can take various forms such as designs and drawings. Here is the step-by-step guide on how to create brand concepts.

Assess your brand's position

Start the process with some background research on the current situation of the brand by conducting a market analysis. To do this, create a brand positioning map. This map will help you understand where your brand stands in relation to your target audience and competitors. Here are a few questions you can keep in mind to assess the position.

  • Who is your target audience?

  • What products and services do you provide?

  • Why are you providing certain products or services?

  • What does your target audience achieve through these products and services?

You can revisit some of the competitor brands to get ideas from their concepts. 

Review audience persona

Revisit and review the audience persona by understanding their pain points, desires, and needs. Make sure your brand concept perfectly aligns with your target audience so they can put their trust in you.

Over time, these ideas and audience will change, and it'll be your responsibility to keep updating your persona on a regular basis to stay ahead of the curve.

To create a clear target audience profile, there are several key factors that need to be considered. These include age, gender, occupation, place of residence, annual income, and family members. Understanding the audience's hopes, worries, values, and lifestyle is also important. 

Brainstorm values and missions

Spend some time brainstorming by surrounding yourself with the right people. You can get help from mind mapping tools and software to visually represent your ideas to those people. 

You will need to identify the value proposition of your brand. You must focus on ways to determine what differentiates your brand from competitors and the value it provides.

Articulate brand concept with a brand story

Once you have identified the values, start with creating a brand story. Storytelling is an important part of a brand concept as it elaborates what your brand tells. 

This story should create an emotional bond with the brand that people can relate to. There should be a clear depiction of where your brand stands in terms of sustainability, quality, and innovation.

Other things you can tell in your brand story include identity and motivation to engage people with your brand and take action. Use the target image, values, and story to articulate brand concepts. Try to keep it simple, single sentences that are easy to grasp and remember. 

Note: Avoid using catchy advertising taglines but focus on direct and simple ways to communicate your brand's identity and values.

Review, refine, and test the concept

After creating a brand concept, review and refine it to establish a solid foundation. Focus on the choice of words and time because they will influence how your brand is perceived. Reevaluate the concept to ensure it resonates with the identity. 

You can use words and expressions that evoke a sense of familiarity. Share it with people and get their feedback to get ideas from their thoughts and impressions.

Before you finalize the concept, test it by involving the target audience in surveys, informal discussions, and focus groups. Once done with this part, document each part of your brand concept as a reference point for future brand-related activities.

Implement it 

Implement your brand concept into your company's product design, marketing, operations, communication, and customer service. Make sure that every member of your company is well versed in the brand concept so that every department and area reflects the brand's values and image.

How to Build a Brand Concept?

Brand Concepts Examples

As brand concept is the foundation of your brand strategy, it provides a clear direction for all brand-related decisions. Let's take a look at some examples of how to use the concept to create strategy and visual identity.

Apple

Apple’s brand concept revolves around simplicity, user-centric design, and innovation.

Look at Apple's products like the iPhone and MacBook, which are famous for their sleek and simple design, reflecting the simplicity of their brand concept. The seamless integration across iCloud and App Store offers user-centric experience that is consistent with their brand concept. The frequent release of new products and features shows their commitment to innovation.

Airbnb

Its concept is based on the idea of belonging and connection. It doesn’t matter where travelers go, they will find a place to belong with Airbnb. It creates a sense of community by focusing on personal connections and building trust between hosts and guests. They share stories with people about their services and experiences to reinforce the concept of belonging to humanize the brand.

McDonald’s

The brand concept of McDonald's centers around simplicity, consistency, and fun. It is approachable, cheerful, and universally enjoyable to a global audience of fast-food lovers.

The concept is also clearly reflected in the red and yellow color scheme with the iconic golden arches logo. The consumers have consistent experience all around the globe.

Slack

Slack focuses on streamlined communication and collaboration for modern teams. Their logo design and color palette deliver the idea of connectedness and ease. The smooth design highlights the concept of streamlined communication. The interconnected elements in the logo symbolize collaboration.

IKEA

IKEA’s brand concept represents affordability, functionality, and accessibility. Their brand identity is simple and welcoming to resonate with a wide audience. The yellow and blue colors in the logo show their Swedish heritage. The clean and minimalistic visuals represent functionality and simplicity. This design also appeals to cost-conscious consumers who value sustainability.

These elements collectively shape your business strategy, identity, and marketing efforts. If you use your brand concept in an effective way, you can establish long-term success and build strong connections with your customers.

Frequently Asked Questions

What are the two important brand concepts?

The name and logo are the two crucial components of a brand concept. The name represents the purpose, values, and identity of a brand while the logo visually symbolizes the brand.

What is a brand concept map?

It is a visual illustration of the connection between brand and consumer perception. It seems like a network where the brand is present at the center and other attributes like emotions, benefits, and services branch out from it. These maps are important for businesses to help them understand how the audience views their brand, identify strengths and weaknesses along with areas for improvement.

Can a brand concept evolve or change over time?

Yes, it is important for brands to review and adapt their brand concept over time to stay relevant. Though the fundamental values will remain consistent, the way they are communicated may change to match with shifting market trends.

Final Thoughts

Brand Concepts play a significant role in building better brands by serving as the foundation of the brand's identity and strategy. These concepts distill complex ideas into simple ones and differentiate brands in competitive markets. They provide focus and direction for brand related activities and ensure consistency and cohesion across various touch points including brand recognition. So, with this power, you can create compelling brand experiences that drive long term growth and success.

ARTICLE #36

Identity

Personality

Perception

Brand Equity

Positioning

ARTICLE #36

Brand Concepts: How They Help in Building Better Brands?

Brand Concepts: How They Help In Building Better Brands?

Identity

Personality

Perception

Brand Equity

Positioning

Written by:

12 minute read

Updated on: June 12nd, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

You might have heard people discussing their brand strategy and the elements that take part in making strategy documents like brand Identity and marketing. But they neglect the core idea behind it which is brand concepts. In reality, a brand doesn't have a direction and purpose without a clear concept.

Think of the branding process as a Project Runway where the winning designers have a distinct point of view rich with ideas for inspiration. Similarly, a successful brand also has a clear brand concept that reflects the identity and message in a true sense. Without a well defined concept, there is a high risk that your brand will blend into the background noise of the market.

Just as a fashion designer's inspiration guides their design, a brand concept directs its strategy in the middle of creative possibilities. So, it serves as the guiding force behind the brand strategy, identity, and communication efforts.

What is a Brand Concept?

A brand concept is the core idea or feeling that represents the purpose and objectives of a company. It's what sets the brand apart from others while conveying its uniqueness and attracting consumers. It is the idea upon which a brand and business are built. 

You can also think of it as a plot of land for building a house. Just as the house needs a sturdy foundation, a brand's strategy also needs a clear concept to build upon.

Consider it as the soul of a brand which gives it its identity and personality. For example, Disney's concept revolves around magic and timeless stories and Apple's is about simplicity, innovation, and user centric design.

Here are some famous brands with their brand concepts from where you can get a slight idea about how they communicate their feelings with the target audience.

  • Starbucks - Community gathering, quality coffee for a personalized experience.

  • Tesla - Sustainability and cutting edge technology to revolutionize transportation.

  • Google - Innovation and accessibility to organize the information of the world.

  • Red Bull - Energy to adventure and push the limits

  • FedEx - Reliability, speed, and global connectivity.

Before building a brand concept, marketers need to indulge in brand positioning, consumer insights, and the goals of the company. This is all done to distill information into clear and concise ideas that match the target audience.

Why are Brand Concepts important?

Brand concepts focus on visual designs while giving direction to ensure creative work is rooted in a clear concept. With this clarity, creativity can be channeled in an effective manner to explore all the possibilities within that framework. A detailed and comprehensive visual branding is developed while focusing on this approach.

These brand concepts also support the creation of a dynamic and compelling brand story. With its development, a narrative naturally emerges to be woven into the visuals of the brand.

They help you get recognition

With the help of a well defined brand concept, consumers can recognize and connect with your brand easily. This recognition opens the paths to building more interest leading to word-of-mouth advertising.

They increase credibility

The credibility of a company increases among the consumers and within the industry with a strong brand concept. When people trust in your brand they are more likely to stay connected with you.

They provide a competitive edge

It is important to have a distinctive brand concept that sets your company apart from the competitors in the crowded market. You can boost sales and market share with a unique concept that builds trust and loyalty.

So, a solid brand concept is the foundation for achieving three key objectives: consistency, memorability, and differentiation. Consistency builds trust, memorability keeps customers coming back and differentiation helps a brand stand out. It also guides decision making and ensures cohesive brand identity to enhance customer loyalty and sales performance.

Why Are Brand Concepts Important?

How to build a Brand Concept?

Brand Concepts emerge organically during the brand strategy process. They can stem from recurring themes and ideas elaborated by clients or through a synthesis of similar ideas. The ultimate goal is to build concepts that are clear, impactful, and enduring to inspire internal and external clients.

Once a brand concept is built, brand designers translate it into unique visual expressions. These expressions can take various forms such as designs and drawings. Here is the step-by-step guide on how to create brand concepts.

Assess your brand's position

Start the process with some background research on the current situation of the brand by conducting a market analysis. To do this, create a brand positioning map. This map will help you understand where your brand stands in relation to your target audience and competitors. Here are a few questions you can keep in mind to assess the position.

  • Who is your target audience?

  • What products and services do you provide?

  • Why are you providing certain products or services?

  • What does your target audience achieve through these products and services?

You can revisit some of the competitor brands to get ideas from their concepts. 

Review audience persona

Revisit and review the audience persona by understanding their pain points, desires, and needs. Make sure your brand concept perfectly aligns with your target audience so they can put their trust in you.

Over time, these ideas and audience will change, and it'll be your responsibility to keep updating your persona on a regular basis to stay ahead of the curve.

To create a clear target audience profile, there are several key factors that need to be considered. These include age, gender, occupation, place of residence, annual income, and family members. Understanding the audience's hopes, worries, values, and lifestyle is also important. 

Brainstorm values and missions

Spend some time brainstorming by surrounding yourself with the right people. You can get help from mind mapping tools and software to visually represent your ideas to those people. 

You will need to identify the value proposition of your brand. You must focus on ways to determine what differentiates your brand from competitors and the value it provides.

Articulate brand concept with a brand story

Once you have identified the values, start with creating a brand story. Storytelling is an important part of a brand concept as it elaborates what your brand tells. 

This story should create an emotional bond with the brand that people can relate to. There should be a clear depiction of where your brand stands in terms of sustainability, quality, and innovation.

Other things you can tell in your brand story include identity and motivation to engage people with your brand and take action. Use the target image, values, and story to articulate brand concepts. Try to keep it simple, single sentences that are easy to grasp and remember. 

Note: Avoid using catchy advertising taglines but focus on direct and simple ways to communicate your brand's identity and values.

Review, refine, and test the concept

After creating a brand concept, review and refine it to establish a solid foundation. Focus on the choice of words and time because they will influence how your brand is perceived. Reevaluate the concept to ensure it resonates with the identity. 

You can use words and expressions that evoke a sense of familiarity. Share it with people and get their feedback to get ideas from their thoughts and impressions.

Before you finalize the concept, test it by involving the target audience in surveys, informal discussions, and focus groups. Once done with this part, document each part of your brand concept as a reference point for future brand-related activities.

Implement it 

Implement your brand concept into your company's product design, marketing, operations, communication, and customer service. Make sure that every member of your company is well versed in the brand concept so that every department and area reflects the brand's values and image.

How to Build a Brand Concept?

Brand Concepts Examples

As brand concept is the foundation of your brand strategy, it provides a clear direction for all brand-related decisions. Let's take a look at some examples of how to use the concept to create strategy and visual identity.

Apple

Apple’s brand concept revolves around simplicity, user-centric design, and innovation.

Look at Apple's products like the iPhone and MacBook, which are famous for their sleek and simple design, reflecting the simplicity of their brand concept. The seamless integration across iCloud and App Store offers user-centric experience that is consistent with their brand concept. The frequent release of new products and features shows their commitment to innovation.

Airbnb

Its concept is based on the idea of belonging and connection. It doesn’t matter where travelers go, they will find a place to belong with Airbnb. It creates a sense of community by focusing on personal connections and building trust between hosts and guests. They share stories with people about their services and experiences to reinforce the concept of belonging to humanize the brand.

McDonald’s

The brand concept of McDonald's centers around simplicity, consistency, and fun. It is approachable, cheerful, and universally enjoyable to a global audience of fast-food lovers.

The concept is also clearly reflected in the red and yellow color scheme with the iconic golden arches logo. The consumers have consistent experience all around the globe.

Slack

Slack focuses on streamlined communication and collaboration for modern teams. Their logo design and color palette deliver the idea of connectedness and ease. The smooth design highlights the concept of streamlined communication. The interconnected elements in the logo symbolize collaboration.

IKEA

IKEA’s brand concept represents affordability, functionality, and accessibility. Their brand identity is simple and welcoming to resonate with a wide audience. The yellow and blue colors in the logo show their Swedish heritage. The clean and minimalistic visuals represent functionality and simplicity. This design also appeals to cost-conscious consumers who value sustainability.

These elements collectively shape your business strategy, identity, and marketing efforts. If you use your brand concept in an effective way, you can establish long-term success and build strong connections with your customers.

Frequently Asked Questions

What are the two important brand concepts?

The name and logo are the two crucial components of a brand concept. The name represents the purpose, values, and identity of a brand while the logo visually symbolizes the brand.

What is a brand concept map?

It is a visual illustration of the connection between brand and consumer perception. It seems like a network where the brand is present at the center and other attributes like emotions, benefits, and services branch out from it. These maps are important for businesses to help them understand how the audience views their brand, identify strengths and weaknesses along with areas for improvement.

Can a brand concept evolve or change over time?

Yes, it is important for brands to review and adapt their brand concept over time to stay relevant. Though the fundamental values will remain consistent, the way they are communicated may change to match with shifting market trends.

Final Thoughts

Brand Concepts play a significant role in building better brands by serving as the foundation of the brand's identity and strategy. These concepts distill complex ideas into simple ones and differentiate brands in competitive markets. They provide focus and direction for brand related activities and ensure consistency and cohesion across various touch points including brand recognition. So, with this power, you can create compelling brand experiences that drive long term growth and success.

ARTICLE #36

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  • FOR® Brand. FOR® Future.

Work with us

Click to copy

work@for.co

Copyright © 2024 FOR®

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