Understanding Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.
To find a great brand concept you need a brand idea, consumer insights, functional and emotional consumer benefits, and the support points. Only a fool would start writing a brand concept statement without doing the necessary brand positioning homework.
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.
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.