A brand idea is aspirational and future-focused.

Taking the brand from where it is now, to where it wants to be, it’s a single creative thought that gives a deeper level of meaning to a brand. This phrase also aligns the communications with the brand strategy.

But often the brand idea, or “Why”, is overlooked. It’s an important part of brand strategy. Before you can start designing a logo, you need to understand why your brand exists, who the target audience will be, where your brand sits in the category and what your brand stands for.

So, why does it matter?

A brand idea acts as the linchpin that aligns brand positioning, consumer perception, and communication strategy. It’s the cohesive force that binds these elements together, ensuring that every aspect of the brand speaks with one unified voice.

From visual elements to sensory experiences, the brand idea permeates through every touchpoint, shaping the perception and experience of the audience.

Let’s take a glance at Thinkerbell, a brand led by the visionary Adam Ferrier, where the fusion of marketing sciences and creativity takes centre stage.

Their mantra, “Measured Magic,” serves as the cornerstone of their brand identity, seamlessly weaving through every facet of their operations. From the employee experience to client interactions, the brand idea orchestrates a symphony of consistency and innovation.

However, crafting a compelling brand idea isn’t a solitary endeavour.

It requires a collaborative effort, free from the confines of tunnel vision. Seeking input from diverse perspectives can breathe life into the creative process. 

Reflecting on my own journey with Earth & Soul Pizza, I realised the oversight in neglecting the ‘Why’ of the brand, five years after its inception. It became evident that a robust brand idea is not a mere afterthought but a foundational element that underpins every strategic decision.

In my quest to refine the brand’s identity, I engaged with peers and the community, seeking feedback on potential brand ideas.

The initial concept of “Naughty/Healthy” faltered under scrutiny, highlighting the importance of stress-testing creative concepts. Ultimately, the brand idea of “Blissful and Wholesome,” anchored in the essence of “Decadent Delight,” emerged, shaping the brand narrative and experience.

Effective brand ideas transcend mere words; they inspire action and evoke emotion. They serve as guiding beacons, steering brands towards their desired destination. 

As you embark on your brand journey, I invite you to ponder: What’s your brand’s idea? Share your thoughts in the comments below.