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