"Your brand is the single most important investment you can make in your business."
Steve Forbes
Brand Concept
A brand concept is a unique idea or core essence behind a company's that defines a brand's identity, personality, values, and position in the market or minds of consumers. A brand concept is a strategic framework that guides a brand's naming, messaging, positioning, unique selling proposition and overall marketing strategy.
Challenge
World wide, there are about 300 million persons trying to start about 150 million businesses. About one third will be launched, so you can assume 50 million new firm births per year. Or about 137,000 per day!
Add the number of active companies in the world- 334 million worldwide in 2021 (©Statista)- to this number!

Now, imagine a brand without a brand identity, personality, values, USP, and positioning in this saturated market?

The question is, why should customers buy your product or service in this chaotic market? In other words, how can you differentiate yourself among the crowd of competing companies on the market?
Solution
A brand concept is a comprehensive plan that outlines the purpose and direction of a company's brand. It is the foundation on which a company's branding strategy, identity and growth is built. The brand concept must be developed based on a unique selling proposal of a deep understanding of the market and target audience's needs, wants, and values.

The brand concept consists of several elements that work together to create a consistent and powerful brand image. These elements include:
1. Brand Overview:
This refers to defining brand scope, understanding customer needs, preferences, and pain points to align the brand concept with market demands.
2. Brand personality:
This refers to the human traits and characteristics a brand embodies. For example, a brand could be seen as adventurous, caring, or innovative.
3. Brand strategy:
These are the core principles and beliefs that a brand stands for. They should align with the target audience's values and beliefs. Including the brand's mission, vision, values, and unique selling points
4. Brand identity:
This includes the brand naming and messaging system, and the elements that make up the visual representation of the brand, such as logos, colors, typefaces and more.
5. Brand positioning:
This defines how a brand is perceived compared to its competitors in the market. It is a way of recognizing brand position and differentiating the brand in the marketplace.
6. Brand Growth:
These statements outline the brand's long-term goals and purpose to prepare to innovate and adapt as market conditions change, ensuring that the brand concept remains relevant. Also, keeping an eye on competitors and market trends to identify opportunities for differentiation.

Overall, a strong brand concept helps a company create a clear, consistent, and compelling brand that resonates with its target audience. This sets it apart from its competitors.
Case Study
Palmellato
Italian leather history goes way back to the year thousand when the Saracens brought the use of leather to Sicily. Through the years, its craftsmanship evolved and spread all over the country, and Italy became one of the world's leading players in the production of leatherwear. A merit that still stands today.

In 1282, the Arte dei Cuoiai (Leather Workers Guild) was born. It was one of many professional guilds in Florence (others were present in developed cities like London), secular institutions that protected trade secrets and enforced strict quality standards. This ensured the city's leather industry remained highly competitive on the international stage. To this day, dotted along the banks of the River Arno from Florence to Pisa, esteemed leather artisans continue to operate.
At the beginning of the 20th century, a selection of now leading fashion houses began their commercial lives as leather goods stores, including Prada (1913), Gucci (1921) and Ferragamo (1927).

As is the case with most inventions in the fashion world, Palmellato leather originated in Italy where it was allegedly first used by Mario Prada (founder and original designer of the fashion label Prada).
While there is evidence that this type of leather was invented before Mario Prada, he patented and commercialized it, and has used it in many of the company's most successful high-fashion goods, such as bags, ever since.

Even though the leather was used exclusively by Prada for decades, once the patent expired, other brands started using Saffiano and Palmellato leather and name as well; and it found its way into the bag, wallet, and belt collections of many labels like Armani, Boss, Bvlgari, Coach, Chanel, Gucci, Hermes, Longchamp, Louis Vuitton, and Michael Kors.

Whether you choose this brand for fashion house, accessories or leather goods, its seductive, luxurious, memorable and melodious Italian name is always reminds a luxury product.
FAQ
Here is an overview of the most frequently asked questions about brand concept.
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How can a brand concept help you build a better brand?

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