Most people fail to understand the difference between a concept and a brand. We create concepts all day long for clients. Many of our clients create their own concepts which is fine also because we work with them too. But taking something from concept to brand is a very strategic process.
In order to turn a concept into a brand, life has to be breathed into it. It must have a story, generate excitement, fire up people’s emotions, get the community engaged, inspire movement, be memorable and so much more.
It’s important not to confuse the two. If you have a concept that is not getting any traction, chances are it’s time for branding! I see people all the time rush to go get a book published and then the book ends up sitting there and the person is wondering why they are not making any money. Classic example. A book is a concept sitting on paper. It doesn’t sell itself without a strategic process. Perhaps your concepts need a little CPR.