How to write a winning brand concept

A brand concept uses the brand idea, consumer insights, functional and
emotional consumer benefits, and support points. Only a fool would start
writing a brand concept statement without doing the necessary brand
positioning homework. This also works for both brand concept testing
and innovation testing.
If you start with a blank piece of paper, you will likely end up with a
random chance at success. The brand concept combines the brand
positioning statement work and the work from your brand idea.
Be realistic about the brand concept you build. Too many marketers try
to jam everything into the brand concept. They try to “pass the test.” But
then after they get a winning score, they realize they can’t execute the
brand concept that just won. You should think of your brand concept as
you would a 30 second TV ad or a digital billboard.
With all the homework you have done on the brand positioning
statement and a brand idea, you have everything you need to write a
brand concept.
Write your concept in as realistic a manner as possible. Narrow it
down to one main benefit and two support points. It should be
realistic enough to fit on your package, new product innovation,
advertising copy, or your sales message.
Too many brand leaders try to write concepts that include
everything. They put in a long list of claims and reasons to believe.
There is no value in writing a concept just to pass a test, and then
find yourself unable to execute that concept in the market.
The ideal brand concept example

• The main headline should capture the brand idea. The

headline is the first thing consumers will see, and it will
influence how they engage with the rest of the concept.
• Start every concept with a consumer insight (connection point)
or consumer enemy (pain point) to captivate the consumer
enough to make them stop and think, “That’s exactly how I
feel.” Your consumers feel more engaged with your concept.
The enemy or insight must also set up the brand promise.
• The promise statement must bring the main consumer benefit
to life with a balance of emotional and functional benefits. For
Gray’s, I combined the “great taste” functional benefit and
“stay in control” emotional benefit into a main brand promise
statement.
• The support points should close off any gaps that consumers
may have after reading the main benefit. An emotional benefit
may require functional support to cover off any doubt lingering
in the consumer’s mind.
• Complete the concept with a motivating call-to-action to
prompt the consumer’s purchase intent, which is a significant
part of concept testing. Adding a supporting visual is
recommended.