"A brand exists to offer something distinctive — otherwise, a business could succeed without even needing a logo." Mahyar Nazemi
"A brand exists to offer something distinctive — otherwise, a business could succeed without even needing a logo." Mahyar Nazemi
Brand Concept
A brand concept is a distinct idea or core essence behind a business that defines a brand's identity, personality, values, and position in the market or minds of consumers.
A brand concept is usually accompanied by a unique value/sale proposition that guides a brand's naming, slogan, corporate design, and overall marketing strategy.
A brand concept is usually accompanied by a unique value/sale proposition that guides a brand's naming, slogan, corporate design, 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 to this number! (©Statista)
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?
Add the number of active companies in the world- 334 million worldwide in 2021 to this number! (©Statista)
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 based on a deep understanding of the market and the 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. A clear and effectively communicated brand concept is crucial to prevent varying interpretations and ensure consistentbrand values. These elements include:
1. Brand Overview:
Brand overview provides a description of the business design that identifies/discovers the target market and market opportunities or current challenges through research and d analysis, defines and designs the product or service that will solve this challenge, and outlines the ROI of this process.
Above all else, a concept is the cornerstone of a business for the future.
2. Brand Discovery:
This refers to discovering brand/market/competitor/customer scope, research and analysis, understanding customer needs, brand personality, preferences, and pain points to align the brand concept with market demands.
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. Include the brand's brand mission, brand vision, brand values, brand personality, brand positioning and uniqueselling points.
4. Brand / Identity Design:
This includes the brand naming and messaging system, and the elements that make up the visual representation of the brand, such as corporate design: logos, colors, typefaces and more.
5. Brand Management:
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.
1. Brand Overview:
Brand overview provides a description of the business design that identifies/discovers the target market and market opportunities or current challenges through research and d analysis, defines and designs the product or service that will solve this challenge, and outlines the ROI of this process.
Above all else, a concept is the cornerstone of a business for the future.
2. Brand Discovery:
This refers to discovering brand/market/competitor/customer scope, research and analysis, understanding customer needs, brand personality, preferences, and pain points to align the brand concept with market demands.
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. Include the brand's brand mission, brand vision, brand values, brand personality, brand positioning and uniqueselling points.
4. Brand / Identity Design:
This includes the brand naming and messaging system, and the elements that make up the visual representation of the brand, such as corporate design: logos, colors, typefaces and more.
5. Brand Management:
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.
Featured Project
Palmellato
Palmellato is a brand concept that reflects the Milanese spirit of sophistication and Italian excellence in luxury goods.
Palmellato is a brand concept that reflects the Milanese spirit of sophistication and Italian excellence in luxury goods.
History of the name:
The Italian leather tradition dates back as early as the first millennium, when Saracens introduced the craft to Sicily. Over centuries, the art of leatherworking evolved and spread throughout the country, positioning Italy as one of the global leaders in fine leather craftsmanship — a status it continues to hold today.
In 1282, the Arte dei Cuoiai (Leather Workers Guild) was established in Florence. Like many medieval guilds across Europe, it safeguarded trade knowledge and ensured high quality standards, helping Florence become a hub of international leather excellence. Even now, master artisans still work along the River Arno between Florence and Pisa.
In the early 20th century, several houses that later became renowned luxury brands began as leather goods stores — among them Prada (founded 1913), Gucci (1921), and Ferragamo (1927).
When it comes to textured leathers such as Palmellato (sometimes discussed alongside Saffiano), historical accounts vary. While some sources mention that Mario Prada made important use of Palmellato in his collections and helped bring it visibility in the luxury sector, other research suggests that similar embossed leathers existed in Italy prior to Prada’s commercial adoption of the technique. What is clear is that Prada played a significant role in popularizing this style of leather in the fashion world.
As patents and exclusivity periods ended, the Palmellato and Saffiano styles gradually spread into the collections of various international fashion labels. Today, many well-known houses — ranging from Italian luxury names to global fashion brands — have incorporated Palmellato-inspired leathers into their bags, wallets, and accessories.
Regardless of which house employs it, the name Palmellato carries with it an association with Italian artistry — evoking elegance, sophistication, and timeless appeal.
The Italian leather tradition dates back as early as the first millennium, when Saracens introduced the craft to Sicily. Over centuries, the art of leatherworking evolved and spread throughout the country, positioning Italy as one of the global leaders in fine leather craftsmanship — a status it continues to hold today.
In 1282, the Arte dei Cuoiai (Leather Workers Guild) was established in Florence. Like many medieval guilds across Europe, it safeguarded trade knowledge and ensured high quality standards, helping Florence become a hub of international leather excellence. Even now, master artisans still work along the River Arno between Florence and Pisa.
In the early 20th century, several houses that later became renowned luxury brands began as leather goods stores — among them Prada (founded 1913), Gucci (1921), and Ferragamo (1927).
When it comes to textured leathers such as Palmellato (sometimes discussed alongside Saffiano), historical accounts vary. While some sources mention that Mario Prada made important use of Palmellato in his collections and helped bring it visibility in the luxury sector, other research suggests that similar embossed leathers existed in Italy prior to Prada’s commercial adoption of the technique. What is clear is that Prada played a significant role in popularizing this style of leather in the fashion world.
As patents and exclusivity periods ended, the Palmellato and Saffiano styles gradually spread into the collections of various international fashion labels. Today, many well-known houses — ranging from Italian luxury names to global fashion brands — have incorporated Palmellato-inspired leathers into their bags, wallets, and accessories.
Regardless of which house employs it, the name Palmellato carries with it an association with Italian artistry — evoking elegance, sophistication, and timeless appeal.
FAQ
Here is an overview of the most frequently asked questions about brand concept.
A brand concept is the main idea that defines a brand's identity, positioning, and values. It reflects the brand's unique personality, voice, and style and guides its strategy, communication, design, and marketing efforts.
Brand concepts are significant because it helps a brand differentiate itself from its competitors. It also helps it build a strong brand image, and connect with its target audience. It also provides a framework for decision-making and ensures consistency in brand messaging and visual identity.
The key elements of a brand concept include the brand's purpose, mission, vision, values, personality, tone of voice, visual identity, and positioning. These elements should be consistent across all brand touchpoints and communications.
As you know, there is no one-size-fits-all brand concept for all. The time required for the brand concept depends on the company's size, stage and needs.
The average brand concept takes 1 to 3 months to complete from beginning to end. That timeframe includes a pitchdeck of brand identity, personality, values, vision, mission, and positioning.
This time can be less for small businesses and longer for large enterprises.
The average brand concept takes 1 to 3 months to complete from beginning to end. That timeframe includes a pitchdeck of brand identity, personality, values, vision, mission, and positioning.
This time can be less for small businesses and longer for large enterprises.
Although the cost of developing a brand concept can range from tens of thousands of euros to a few million of euros or more for larger projects.
The cost of a brand concept (or developing a brand concept) can vary widely depending on several factors, including the industry, the scale of the concept, the market it targets, and the complexity of the brand strategy. Here are some considerations that can influence the cost of developing or acquiring a brand concept:
The cost of a brand concept (or developing a brand concept) can vary widely depending on several factors, including the industry, the scale of the concept, the market it targets, and the complexity of the brand strategy. Here are some considerations that can influence the cost of developing or acquiring a brand concept:
1. Information Form:
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.
2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.
3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.
4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.
Please fill out the contact form below and provide us with a few keywords and let us know your specific requirements or preferences.
After seven to ten working days in Germany, your information will be processed. If your requirements align with our services, you will be invited to a 20-30 minute online initial meeting. This meeting/step is free for you and non-binding for us.
2. Initial Consultation (non-binding)
During a 20-30 minute online initial meeting, we will discover and clarify your brand. The initial consultation provides an opportunity for us to delve deeper into your brand's goals and vision. By understanding your brand's needs and challenges, we can provide personalized and effective suggestions for building or developing your brand.
3. A Brand Journey Proposal:
We analyze your brand's challenges and review possible opportunities. Based on your brand, market and customers' needs, we will provide an (initial) Brand Journey proposal as to how our brand solutions can grow your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
If our proposal was of interest to you, or if you require more information or details, the next step is our Face-to-face/online Workshop.
4. Workshop, Better Together!:
The most innovative opportunities and perspectives are always discovered in face-to-face meetings when we are together. Your brand journey starts here. Our face-to-face decision-level meeting/online workshop. This collaborative process ensures that our brand solutions are tailored to meet your specific requirements and enableyou to grow your brand in the most effective way possible.
You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process and also the Brand Secret Point during our brand workshop.