Let’s start with a simple definition of Brand Concept. It some cases Brand Concept and Value Proposition are interchangeable. I view Brand Concept as an encapsulation of the of the value proposition; an expectation of what a consumer can expect when engaging with the brand. It shares how a product or a service delivers against an unmet consumer need and differentiates versus competition. Think of it as a short elevator pitch to your consumer.
This part of the process, as it is the last step, summarizes all the work that was done in the first six steps. It brings together the strategic thinking all in one short paragraph. It is important to note that this is a written using strategic language and NOT consumer facing language. In fact, every step in the process is no-consumer facing but business decision directing.
At this point in time, we would have spent some time (approximately 2 days) going through the process. Synthesizing all the information down into a concise Brand Concept is difficult. I have written dozens based on the number of times and brands I have taken through my process. For me, creating a Brand Concept is like a math equation, a + b + c + d = e. Therefore, I usually create the Brand Concept for my clients (in their presence) and then share it with them for final approval.
This ends the Brand Pyramid process and the series or blogs. If you have read all the blogs in succession; Thank You! I know there are many parts of the process that are difficult to completely grasp. I know that I did not provide an exhaustive how to DIY plan; that was not my intent. I simply wanted to give you an idea of what goes into developing a solid Brand Foundation.
Please feel free to set up time with me to discuss elements you did not understand. I have provided my calendly link to facilitate scheduling. I hope to hear from you soon.
About GDJBrands
GDJBrands helps visionary founders and business leaders get the most out of their brands by taking a holistic, tailored, ground-up approach to brand-building. Its founder, Gary De Jesus, excels in Brand Development and Marketing, uniquely incorporating principles of Biological and Cognitive Sciences, and Psychology to build strong brands and fulfill founders' visions. His goal is to make dreams come true.