What is a brand concept?
That’s the dream for most businesses, but so few understand why this happens and how to obtain it.
If your business feels messy or vague, there’s one thing you might be missing… a brand concept.
A brand concept is your key to becoming an effortlessly charming brand that gets attention by inviting people into a simple idea.
And if there’s one thing brand’s need in this overcrowded, content-crazed world we live in, it’s the power of simple ideas.
What is a brand concept?
A brand concept is a central idea or theme that is used by a brand to underpin their identity and marketing.
It can be expressed through their brand name, messaging, imagery, tone of voice, aesthetic or other aspects of their identity. It works best when it is unified across all the elements of a brand’s marketing.
You’ll often see it with not-for-profits because they have a compelling story to tell, but it’s available to any brand.
People are constantly filtering through content. By breaking down your brand into a small but powerful idea, you are offering customers clarity and ease.
The less mental effort required, the more likely your customers will engage with your brand.
What makes a good brand concept?
Just generally being a ‘lifestyle’ brand isn’t a concept.
A brand concept is specific, personal and unique.
For example: Instead of a brand for athletic shoes, it might be a brand that inspires athletic performance in all kinds of people: Nike.
A good brand concept:
- turns complex stories into a specific, unique idea
- makes people look, laugh, think, feel
- is memorable
- is a conversation starter
- expands on something true to the business
Concept Examples:
The challenge once a concept is identified, is to bring the concept to life through the brand's identity. Here are some examples of brand’s that have done it well.
Who Gives A Crap:
Contaminated water contributes to over 1 million deaths per year, and without a toilet, waste ends up in waterways. Who Gives a Crap sells toilet paper and gives 50% of profit to people who live without access to a toilet. Their brand concept is connecting toilet paper with doing good in the world through funny toilet jokes and a lighthearted approach.
The concept is expressed through their:
- Brand name: Who Gives A Crap
- Key messaging: “Doing good has never felt better”
- Storytelling: “2.4 billion people don't have access to a toilet… we thought that was pretty crap.”
- Blog called: “Talking Crap”
- Visual identity: Fun, colourful patterns and upbeat photography
- Email address: wedo@whogivesacrap.org
The Ordinary:
The Ordinary is a skincare brand who is a voice of reason in the beauty and wellness industry. They have built their brand on the concept of integrity; from how the industry prices their products to the communication of formulas. Their brand is stripped back and honest. In some ways it comes across as anti-personality… focusing more on functionality rather than lifestyle.
The concept is expressed through their:
- Brand name: The Ordinary
- Tagline: “Clinical formulations with integrity”
- Campaign messaging: "People find it odd that we don’t name our products. We tried it once. But scientists are terrible copywriters. So we stuck with Hyaluronic Acid.”
- Brand Story: “The Ordinary is born to disallow commodity to be disguised as ingenuity.”
- Visual Identity: Looks like a science lab with white space, very stripped back… rather ordinary but equally effective
Nash Lane:
Nash Lane is a cafe and fashion label that embodies an attitude and approach to life that’s always progressing. The brand is an invitation into a belief that if you’re not moving forwards, you’re going backwards. The brand creates a sense of interest, excitement and energy and draws customers into their story. See the full case study.
The concept is expressed through their:
- Tagline: “Life in the Nash Lane”
- Brand messaging: “The relentless force of change, perpetual forward motion, a creative bent, the future, never static, life in the Nash Lane.”
- Visual Identity: Motion blurred imagery and typography to capture the speed of progress
Brands with a underlying concept often gain traction in their marketing more easily because they are relatable and memorable. This gives businesses an upper hand in a world where simplicity and clarity is scarce.
If you’re considering a brand concept for your business, it’s not too late. See how we rebranded Nash Lane cafe and gave them a brand concept that helped them break into new categories and scale their business.
