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Brand Concept

An overarching idea or message that defines a brand. It is the central guiding principle that informs all aspects of a brand’s identity, from its visual style to its tone of voice. A strong brand concept can be a powerful tool for differentiating a brand in the marketplace and building customer loyalty. There are many different ways to develop a brand concept — sometimes it arises organically from the founder’s vision for the company. Other times it is the result of extensive market research and consumer insights. No matter how it is created, a well-crafted brand concept can be a valuable asset for any business.