最終更新日：August 01, 2019

Anyone can do it in 3 steps! How to create a brand concept

The brand I made before decided the brand name with a pun without giving it any particular meaning at the beginning of creation.した。

However, after creating the brand, I was often asked about the meaning of the brand, and I regretted not being able to give a clear answer.した。

When I think about it now, I should have given the brand name a meaning from the beginning.。

Once you create a logo, it will be used for business cards, brand sites, and your own brand, and it will be very difficult to change it later.からね。

That's why I think that acquiring the necessary knowledge and firmly building the axis of the brand is the most important thing in developing the brand from now on.います。

There are many brands in the world, from famous to unknown, but when you create a brand, let's build it with the intention of becoming a famous brand.う！

I will tell you how to create a brand concept for people who create brands.す！

Get to know the brand

First of all, before you can create a brand, you need to know what a brand is.す。

What is the etymology of the brand?？

It is said that the origin of the word brand comes from the Norwegian word brandr, which was originally used by the Vikings (now known as pirates) who were active from the 8th to the 10th century AD.In English, it means to burn.味を持ちます。

It is said that they stamped unique patterns on the backs and flanks of the animals to distinguish their animals from other animals and as a proof of possession. can confirm that確認できます。

In 1879, Harry Proctor, the founder of P&G, molded a conventional soap bar into a small package, packaged it, and sold it under the trademark Ivory. said to be the beginning言われています。

The story behind the birth of PG Ivory生秘話

Ivory was born when an employee mistakenly left soap in a mixer, resulting in soap that floated on water with more air than usual.起源です。

In the latter half of the 19th century, America used to boil muddy water drawn from rivers and use it in baths. If the soap would sink to the bottom of the bathtub, it would have been difficult to find it, but thanks to the soap that floats on the water. It seems that the problem has been solvedそうです。

At that time, soaps were not sold with a prominent brand name, and it was common for shopkeepers to cut large blocks, wrap them in brown paper and sell them by weight.た。

But PG founder Harley Proctor had a better idea.きました。

「Let's print the name IVORY on wrapping paper and wrap them one by one and sell them.う」
『IVORY long-selling story』quoted from

As a result, soap, which was just a consumable item, was reborn as a beauty brand product.た。

Misconceptions about brands

A brand is a symbol that embodies the value felt by customers.です。

However, when we hear the word “brand”, many people imagine the names of famous brands and luxury brands.しまいます。

It does not indicate only luxury brand products because the price is irrelevant。

So, if anyone can embody the value that customers feel, regardless of the company or individual, they can raise the brand symbol.ます。

From a different point of view, each of us has a brand called a different name.ます。

In this case, the important thing should not be the name. The image that the value and worldview associated with that person is.りません。

In addition, this image cannot be created by the founder alone or by the company alone.In the case of an individual, friends or family, a company must work with customers and employees to develop a common image of the brand.のです。

The company communicates a clear concept through the brand and responds to the expectations of the customer. probablyでしょう。

And no matter what kind of business life you have, it is essential to have a firm belief in this brand in order to create a stable management and lifestyle.なのです。

Difference between goods and brands

Knowing this difference is very helpful when actually making a product.。

What is the definition of thing？

Mono is a product that is commonly used as a name. To put it simply, it is scissors, hat shoes, etc.」、「靴」などです。

This time, I would like to take up this hat and explain it.ですね。

Straw hat to protect your head from the sunめ。
Helmet to protect your head in dangerous placesめ。
Knit hat to protect the head from the coldめ。

As you can see, there are many different types of hats, each with a different purpose.られています。

Each company uses its own production method and technology to make hats, and of course the design, quality and functionality of the product will differ.きます。

This is the thing (product) that a company produces called a hat.At this point, this hat is not a brand but an object.なのです。

why hats are not brands？

This is because design, quality and functionality can be imitated.す。

Of course, there are also patents and other rights, but in the case of this hat, the purpose is the same, so many companies will provide products with the same functions as nature.になります。

In that case, the value of the product itself will decrease as the market scale expands, and consumers will also need to make efforts to select products from similar products.ます。

In this way, your product will be selected by superficial options such as price rather than brand.す。

How to be recognized as a brand？

As I mentioned at the beginning, this means first of all to have a solid axis for the brand.す。

This is because we cannot provide customers with the direction and meaning of the brand unless we have the belief (obsession) provided by the brand and can not raise the symbol.です。

In the words of Stephen King of WPP Group:す。

「Products are made in factories, brands are what customers buy, brands remain unique even when competitors imitate them, products quickly become obsolete, but successful brands last forever.永遠である。」

The only way to be recognized as a brand is to build and nurture relationships with customers. Let your customers recognize your brand and deliver your brand's thoughts to meet the expectations of customers who are looking for your products.ましょう。

You already have first-hand experience with various corporate brands.。

When you buy food at the supermarket When you choose a courier When you buy clothes Why do you choose them?ぶのか？

This is why your brand brings you a company and the true value of your brand that only you know.す。

Types of brand value

Based on my experience of launching my own brand and providing products, I believe there are four types of value that customers perceive.す。

①Individual value

This is the unique characteristic value that the brand itself transmits.。

It is the value of feeling the world view of the brand that can never be grasped, such as the atmosphere and the attitude towards the concept.です。

Creating this value is not easy. You need to be clear about who your brand is.す。

(2) Functional value

This is a value that must be considered when making a product。

In other words, it is the value that the product itself has based on the characteristics and specifications of the product, and is created by the manufacturer.す。

In order to create this value, it is necessary to research the elements that customers want in the market to enter and what functions are necessary for the product itself.せん。

③ Attitude value

This is the value you provide yourself. Specifically, it is the value created by the seller, such as customer service, follow-up after purchase, and so on.なります。

To create this value, have a clear answer to this question: Why do I want to buy from you?てみましょう。

④ Experiential value

This is the satisfaction that comes when the customer gets the product.す。

This value includes the functional value of the brand's unique product and the attitude value provided by the seller, and is the value that expresses the consumer's feelings when receiving it.価値です。

In order to create this value, we must consider not only brand products, but also the emotions that arise when receiving them.ません。

To create four values

Ultimately, if you can create and provide these four values, your product will be selected.す。

Then how can we provide four values?つことです。

「You may think that you can't do that, but in this day and age, even an individual like me has succeeded in planning, selling, and recognizing a brand.しています。

Anybody can do it, because a brand starts from the thoughts of a single person.。

If I were to start from scratch, it wouldn't be that difficult to create a brand based on what I like based on my own experiences.んからね。

It's more fun than anything else。

Asset value brought about by the brand

A brand has an invisible asset value (brand equity). Of course, it has no value at all when it is first created.事ができます。

Let's take the brand value of large companies as an example. This is the top 30 global brand value ranking announced by Interbrand, the world's largest branding company, on February 12.です。

『Japan's Best Global Brands 2015』quoted from

It's a little hard to understand, so I made a table。

As of April 16, 2015, Toyota, which ranked first, has exceeded 5 trillion yen when converted to Japanese yen, which is a terrible amount.ね。。

Of course, this is quite unrealistic because it is the story of the top of a Japanese company. But what I wanted to tell you is that brands create asset value.とです。

In fact, I was able to experience an increase in buyers due to offers and word of mouth that I would not normally get for a brand that I had raised from scratch for a year and a half.した。

And in the end, the brand is sold as an asset. If you manage the brand as an asset in this way, you can create a certain amount of value in just a year and a half.です。

Things to know before building a brand

I would like to summarize the story up to this point.。

It was originally a branding iron used to distinguish from others or as a propertyた。
A brand is something that is nurtured through a shared understanding between a company and its customers。
It is important for the brand itself to have a stable axis。
To create brand value, have a unique perspectiveと。
Your brand can be your greatest asset。

If you are conscious of these things when creating a brand, you should not be able to create a meaningless brand that just has a name.す。

Please refer to it when creating a brand.。

Self-analysis to create a brand concept

Now that you have learned about brands, how do you create a brand?いきます。

Step1 Write down all your possibilities

First, create a brand. Analyze yourself. By clarifying what you are interested in and what you are good at, you will be able to create the roots of your brand from that content.ります。

make your own history chart

The first thing I would like you to do is create your own history table.す。

『Example my history table表』

Prepare a sheet of A4 size paper and draw a line slightly above the center and add the scale you have experienced. Some people should be able to add fine scales. Also, when creating, please leave a large sense of scale.けてください。

And under the scale, write down as many items as you can, such as what you experienced during that time, what you did, what your hobbies were, and what you wanted to do. pleaseき出してください。

Also, although it is not written here, it is recommended to create a current scale and write it down.します。

Step2 Extract strengths and desires

Once you have finished writing, put together all the bulleted sentences and start working on extracting your strengths and desires.ます。

In this way, we will clarify what kind of strengths and desires we have from bullet points。

If you don't write out this bullet point properly, your strengths and desires won't come out, so please take your time to make a history table.い。

Step3-1 When creating a concept from strengths

Now, I would like to start the work of actually creating a concept from the strengths that have emerged.す。

This time, we will consider it as a brand that handles car products because we have knowledge about car products that can process tail lamps, which is one of our strengths.考えていきます。

At this point, the concept foundation for the brand itself has been completed, but we have not decided what we want to do specifically, so we will start thinking about what kind of products to handle in order to clarify the concept.ます。

There are two methods of selection。

Narrowing down strengths further and thinking about conceptsる。
Thinking about products and concepts from the market of car accessories。

Dig deeper into your strengths

In this case, we have knowledge about car products that can be processed with tail lamps, so we decided to handle car products.なりました。

So, although it's simple, I'll dig deep into tail lamp processing and find out what kind of things were involved.す。

At this time, the troubles and thoughts that I had were unexpectedly connected to the concept.す。

If I were to sell something, I would think about this area.ます。

The material cost is quite high, so let's start a material shop that can provide it at a low priceう！」
It was difficult to disassemble the tail lamp, so I was wondering if you could make a cutter that can be easily opened.か？」

This is the part where you can make the most of your own strengths because you can't understand it unless you actually experience it.す。

search for car supplies online

Secondly, let's think about the market of car accessories. There are various types of car accessories.ます。

Hikarimono interior parts Aero parts Tuning parts Tires etc.みましょう。

Rakuten
Amazon.co.jp
Yahoo auction
yahoo shopping

If you are selling in Japan, you can basically find most things by searching with these four.If you specialize in car goods, you can also look at car goods specialty store sites such as Autobacs.りです。

「points to see」

Check the rankings to see the best-selling products
check sale prices。

By checking these, you can see what is popular at the moment, so based on that information, proceed to the next step.ます。

read car magazines

Here you can check the latest trends and product functions from magazines, and ideas may come from situations unrelated to products.せん。

There are places where you can check various things, such as second-hand bookstores such as Book Off and large bookstore libraries.よ。

go to an auto parts store

Finally, let's go to a car parts store. If you've made it this far, I think you've already got knowledge about popular car parts in your head.ます。

Let's take a look at the actual product and see what it's like。

Checkpoint

See what's being featured as hot products。
As for the products you are interested in, it is okay to know the price.
Check if there is any difference with the net。

Think from the product line

If you narrow it down to category products in this way, you should be able to understand to some extent what kind of things you should handle.The problem-solving part that you can see from there can be a concept, and it can also be an opportunity to discover gaps where you can enter. increaseりえます。

By the way, I started a car wrap film brand using this method.すよ。

Of course, this method can be used for things other than selling things.す。

If I can make use of my deep-rooted strengths, it will become like my hobby and it will be fun.す！

※If you are unsatisfied with the category you have chosen, try changing the category again from among your strengths.In any case, I think that choosing your favorite category will allow you to pursue your feelings deeply.います。

Step3-2 If you want to create a concept

This time, it is a pattern to create a concept from hope。

I want to travel whenever I want, so I wrote down what I need.した。

This method is based on your desires, so it's like you already have a concept in place. People who want to travel anytime = you are the target, so it's very easy to handle. There is noneりません。

Productization from worries

I took out a suitcase from necessary things and thought about the troubleた。

Everyone is picky about what they like, isn't it? I'm very particular because I want to reduce my belongings and live a simple life.ます。

If you make a concept based on them, you can make something that is unexpectedly required by the world.す。

And depending on the item, this kind of thing is also possible on an individual level. I would like to write an article about the specific reproduction method on another occasion.ます。

Summary Anyone can create a brand conceptる

How was it？

As you can see, creating a brand concept is surprisingly not that difficult. This method can be used not only for products, but also for services.きます。

Even in life, if you make your own concept, it will be the axis when you act.す。

I want to live my life and work in a way that has that kind of axis.。