Branding

Branding - Concept & Brand Development Services (Concept & Brand Development Services)

Concept & Brand Development Services (C&BDS) is a professional service for enterprises to build unique market positioning, brand image and core values through systematic strategies. The goal is to transform abstract business concepts into perceivable brand experiences, and ultimately establish differentiation and emotional connection in the minds of consumers. The following is the specific dismantling:

1. Concept Development

Definition: Through market insights and creative integration, the core value proposition of a product or service is refined to form a landable business concept framework.
Core content:

Market Positioning: Analyze competitors, target groups, and industry trends to identify differentiated tracks (e.g., “Light Luxury Healthy Snacks”).

Value proposition: Refine the core selling point in one sentence (e.g. “every cup of coffee = planting a tree”).

Experience Design: Define the sensory experience at user touch points (visual/smell/interaction design principles).

Business Model Validation: Test the feasibility of the concept through a Minimum Viable Product (MVP).

Case:

Oatly Oat Milk: Upgraded the concept of plant-based beverage from “vegan alternative” to “eco-lifestyle”, and strengthened the value proposition through carbon footprint labeling.

2. Brand Development

Definition: Transform the concept into a communicable brand equity system to build long-term recognition and loyalty.
Core Content:

Brand identity system:

Visual layer: Logo, color scheme, font, IP image (e.g. Honey Snow Ice City Snow King).

Linguistic layer: brand slogan, copywriting tone, story archetype (e.g. Patagonia's environmental narrative).

Brand architecture:

Parent-child brand strategy (e.g. P&G's Hafez/Pantene).

Brand extension rules (e.g. Dyson's technological link from vacuum cleaner to hair dryer).

Culture implantation:

Brand value output (e.g. Lululemon's “Hot Sweat Life Philosophy”).

Social operation strategy (e.g. NIO House, the user club of Azera Motors).

Case Study:

Yuanqi Forest:

Concept: “0 sugar, 0 calories, 0 fat” health drink.

Branding: Japanese visual design + “Sugar Control Lab” content IP + convenience store freezer capture strategy. 3.

3. Service process (key stages)

Diagnostic period:

Commercial audit (SWOT analysis, brand health assessment).

Consumer mind map (keyword cloud, emotional pain point mining).

Creative period:

Concept Workshop (co-creation with client team).

Prototype testing (A/B testing naming, packaging design).

Landing period:

Brand Guidelines development.

Employee training (to ensure that the brand speaks and acts the same way).

Iteration period:

Public opinion monitoring and agile optimization (e.g. social media voice analysis).

4. Examples of Deliverables

Strategic documents: Brand Positioning White Paper, Proof of Concept Report.

Visual Assets: Logo Vector File, VI System Manual, Brand Video Script.

Toolkit: Brand Voice Template (Tone of Voice), Social Media Content Calendar.

5. Why do you need this service?

Market homogenization: avoid falling victim to price wars (e.g. Perfect Diary differentiated itself with its “Animal Eyeshadow Palette”).

Simplified user decision-making: clear brand concepts reduce selection costs (e.g. “drink Wanglaoji if you are afraid of fire”).

Asset precipitation: systematic brand building can increase the valuation of the company (e.g., Three and a Half Cup's “small cup” design has become a patented asset).