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How can you use branding and marketing goals to improve your concept design for media products?

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Concept design is the process of creating a visual representation of an idea for a media product, such as a video, a podcast, a website, or a game. It can be a sketch, a storyboard, a prototype, or a mockup. Concept design is crucial for communicating your vision, testing your assumptions, and getting feedback from your target audience and stakeholders. But how can you make sure that your concept design aligns with your branding and marketing goals? Here are some tips to help you improve your concept design for media products.

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Dave Altamirano

Award Winning Neurotechnologist; Grammy?? Nominated, Billboard Charted Audio Producer

1 Know your brand identity

Your brand identity is the set of attributes that define your media product's personality, values, and voice. It includes your name, logo, color scheme, typography, tone, and style. Your brand identity should be consistent and coherent across all your media channels and platforms. Your concept design should reflect your brand identity and convey your unique selling proposition. For example, if your media product is a comedy podcast, your concept design should use bright colors, playful fonts, and humorous images.

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Dave Altamirano

Award Winning Neurotechnologist; Grammy?? Nominated, Billboard Charted Audio Producer
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Can the brand's identity/DNA be expressed sonically, via audio? Absolutely. And you don't need to be a media company to leverage the incredible power of an audio logo (Taco Bell, McDonald's). H&M is currently developing a link with pop music, investing in music experiences in their dressing rooms. They are a clothing company, but they identify as a company providing clothing that's current, with the times, in the same way the music industry does. It's a match made in advertising heaven.

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Siso Tom

Media Producer, Thought-leader & Educator
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An important aspect when defining your brand's identity is understanding your target audience as well. When you know who your media product is meant for, you'll be able to present it in a way that suites that specific demographic.

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2 Know your target audience

Your target audience is the group of people who are most likely to consume your media product and benefit from it. They have specific needs, preferences, challenges, and goals that your media product can address. Your concept design should appeal to your target audience and show them how your media product can solve their problems or satisfy their desires. For example, if your media product is a video tutorial, your concept design should use clear visuals, simple language, and engaging examples.

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Siso Tom

Media Producer, Thought-leader & Educator
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Absolutely! However, I also believe that understanding the needs of your audience happens overtime. It's not something you just know right off the bat. The more stuff you put out there, you gain insight, you see how people react and why. Then you use this data to fine tune your product for them.

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3 Know your marketing objectives

Your marketing objectives are the measurable outcomes that you want to achieve with your media product. They can be related to awareness, engagement, conversion, retention, or loyalty. Your concept design should support your marketing objectives and include clear calls to action. For example, if your media product is a website, your concept design should use attractive headlines, compelling copy, and prominent buttons.

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Siso Tom

Media Producer, Thought-leader & Educator
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One other thing that most people miss is not having a Call to action. Some make brilliant content that has really high value, but they don't get ROI. Simply because they don't ask the consumer to make a move.

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4 Know your competitors

Your competitors are the other media products that offer similar or alternative solutions to your target audience. They can be direct or indirect competitors, depending on how closely they match your media product's features, benefits, and quality. Your concept design should differentiate your media product from your competitors and highlight your competitive advantages. For example, if your media product is a game, your concept design should use original characters, innovative mechanics, and immersive graphics.

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5 Know your feedback sources

Your feedback sources are the people who can provide you with valuable insights and suggestions on your concept design. They can be your potential customers, your existing customers, your team members, your mentors, or your peers. Your concept design should be open to feedback and incorporate the relevant and constructive comments. For example, if your media product is a video, your concept design should use a video-sharing platform, a survey tool, or a focus group.

Concept design is not a one-time activity, but a continuous and iterative process. By using your branding and marketing goals as guides, you can improve your concept design for media products and create a more effective and appealing media product.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use branding and marketing goals to improve your concept design for media products?

1

2

3

4

5

6

1 Know your brand identity

2 Know your target audience

3 Know your marketing objectives

4 Know your competitors

5 Know your feedback sources

6 Here’s what else to consider

Media Production

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How can you use branding and marketing goals to improve your concept design for media products?

1

2

3

4

5

6

1 Know your brand identity

2 Know your target audience

3 Know your marketing objectives

4 Know your competitors

5 Know your feedback sources

6 Here’s what else to consider

Media Production

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