Product concept

In any field, to create a successful brand, it is necessary to define its concept. A product concept is an idea organised and realised by combining all its parts or features around a main theme.
Put simply, it is the first thought that comes to mind when we imagine a product or brand, the sensations it evokes in us and the behaviour it causes.

Generally, it is developed in the early stages of the product lifecycle but ultimately becomes what differentiates that product from others in the same industry.

It is precisely the product concept that will determine both the design and the marketing approach. It is a fundamental pillar in the positioning process, allowing for the strategic definition of the product’s identity. The concept development process includes several phases:

1. Defining the characteristics: the distinctive qualities of the product that determine its uniqueness;
2. Defining the technical aspects and functional value: specifications and tangible benefits that meet the needs of the target audience;
3. Defining the target market: analyzing the reference audience to identify the ideal positioning;
4. Defining the USP (Unique Selling Proposition): identifying the main distinctive element that differentiates the product from competitors.

Additionally, there is the business planning phase, which involves budgeting, production planning, and distribution strategy. An essential step is market research, which must precede any other strategic decision.

From Idea to Strong Product Image

The next step after conceptualization is the creation of a strong identity, a process that brings together multiple elements under a unified vision:

1. Defining the tone of voice, which will guide brand communication;
2. Choosing the brand name, a key element for recognition;
3. Defining primary and secondary messages, crucial for building an effective narrative;
4. Creating the visual identity, from graphics to packaging;
5. Planning communication, using the most effective advertising channels for the target audience.

Read more about Amarillo - Product Branding

In an increasingly saturated market, it is essential to find the right competitive space and the reason why our product can succeed. Once the strategic vision is defined, creativity plays a crucial role: a strong concept leads to effective positioning, while consistency and perseverance in communication solidify the brand in the Top of Mind of consumers.

The Role of the Agency: A Value-Added from the Start

There are no shortcuts to product positioning, but undertaking this journey with an experienced partner makes all the difference.

A branding and packaging design agency often enters the project after the initial phase, focusing on developing the brief and initiating creative planning. However, it would be optimal to involve them from the strategic planning stage: expertise in communication and consumer behavior analysis can help refine the target market and USP, laying stronger foundations for the product’s identity.

At this stage, innovative ideas may emerge, positively influencing the overall brand development.

Involving an advertising agency from the earliest stages of product development ensures that marketing strategies align with business objectives, optimizing market positioning and increasing the chances of product success.

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