Brand concept.

Brand concepts are exploratory visual and verbal formulas that will define possible alternatives to the paths the brand should follow amidst the established positioning. Brand concepts illustrate verbally and visually the brand essence as it emerges from the brand strategy. Brand concepts best express the position and brand personality, representing the strategy’s essence. Possible brand concepts are enhanced and a selection is made, according to the brand strategy. The unique brand concept represents the idea all brand manifestations will be based upon, being the main creative input in the developing of the brand’s identity.