Innovative Brand Concept Development

Never underestimate the power of innovation.

In today’s competitive business world, it is critical to prioritize creativity and forward-thinking. It is necessary to keep the vision and value proposition of your brand relevantly translated into product and service offerings. Innovative brand concept development is vital to keep your brand evolving and adapting to the market ecosystem.

What is Innovative Brand Concept Development?

  • Innovative Brand Concept Development involves the creation and evaluation of fresh ideas and concepts for brand and product innovation. Behold, the three steps of our proprietary innovative process: Identify, Test, and Map!Identify usage scenarios that are currently underserved in the competitive landscape.
  • Test innovative product and service dimensions.
  • Map experience moments along the user journey to deliver a unique brand experience.

Innovative Brand Concept Development brings the brand to life.

  • Exploration of new product formats and packaging solutions that have not yet been introduced in the market.
  • Development of clear and compelling messaging to communicate innovative offerings to consumers.
  • Application of a visual identity to touchpoints that enhance and reinforce the overall brand experience.

What’s a good example of innovative brand concept development?

Let’s take a look at the innovative branding of Glossier.


Glossier identified a gap in the beauty market for a brand that focused on natural beauty and celebrated individuality, a fresh philosophy embodied by their differentiating tagline "Skin first. Makeup second." which emphasized their focus on natural beauty and skincare that felt approachable, inclusive, and authentic.


Glossier tested innovative product and service dimensions by offering products that were designed to enhance natural beauty, such as their Boy Brow eyebrow product and their Cloud Paint blush. They also focused on creating a community around their brand, using social media to engage with customers and encourage user-generated content.


Glossier mapped experience moments along the user journey by creating a seamless online shopping experience and offering free shipping and returns. They also focused on creating a unique in-store experience, unique to each location. Their brand experience also features distinct tactile elements in their packaging, such as their signature pink bubble wrap bags and the refillable pods for their skincare products.

How is Innovative Brand Concept Development different from Branded Product Development?

While Innovative Brand Concept Development focuses on the creation and evaluation of fresh ideas and concepts for brand and product innovation, Branded Product Development specifically refers to the process of designing and developing a new product or service that is aligned with the brand’s values and identity.

How can it help with your Enterprise Transformation, and why is it important to your company?

Innovative brand concept development is crucial for driving enterprise transformation and establishing a strong business identity. Here’s how:

  • Gaining a competitive edge: A well-defined brand concept helps a company differentiate itself in a crowded market, creating a distinctive position in the minds of consumers. This can lead to sustainable wins over competitors.
  • Fostering a culture of innovation: An innovative brand concept can inspire new product and service ideas and help a company identify new opportunities for growth and expansion. By continuously innovating, a company can stay ahead of the curve and maintain its competitive advantage.

By leveraging innovative brand concepts, companies can establish a distinctive market position that resonates with their target audience, ultimately leading to increased brand recognition and customer loyalty. Moreover, embracing innovative brand concept development fosters a culture of innovation within organizations, encouraging the generation of fresh ideas and the identification of new growth opportunities. This continuous drive for innovation positions brands at the forefront of their industries, ensuring they stay ahead of the competition and adapt to evolving market dynamics.