The brand sign-off conveys the brand's DNA and essence. It communicates the brand's benefit of increasing yield and profit while also helping to maintain discipline and commitment to delivering that benefit. The sign-off for the Dr. Fasal brand is "YOU ARE IN GOOD HANDS", which encompasses the brand's essence of being a young, learned, contemporary and innovative brand that farmers can rely on. It also reflects the brand's positioning as a new age brand offering world class premium product ranges at competitive prices to increase farmers' yields and profits.

1. Why does a brand require a sign off?
The sign-off conveys the brand’s DNA. It doesn’t just communicate a
benefit but it helps lock in discipline and corporate commitment to
deliver that benefit.
Therefore, the sign-off is a summary of the brand’s DNA and
encompasses the brand essence and personality.
It also communicates the brand positioning platform and the brand
promise.

2. Our brand
The brand “Dr. Fasal” represents an agri scientist who is an expert in
his own field.
The imagery suggests an agri expert happily showcasing his
achievement and inviting people to seek his expert advise .
Dr. Fasal is a young scientist and dedicated to his profession whole
heartedly.
A down to earth, friendly person who is always accessible and ready
to help, whenever required.
A person who can enrich you with his scientific knowledge and
contribute in improving ones efficiency resulting in improved farm
yield and profit.
Dr. Fasal is a new age scientist who can bring in a significant change
in existing agri product and farming practices..
In nutshell:
A young & learned, contemporary & innovative, helpful next door
character with whom you can relate and rely upon.

3. Brand traits:
Young Learned
Contemporary innovative
Reliable Helpful
Accessible

4. Brand personality:
(derived from brand traits)
A positive, young and reliable brand.
A new age brand with highest quality product and
services offerings

5. Brand promise:
Increased yield and profit

6. Developing the brand essence

7. The Morris Matrix
Human Drivers Responses Product Categories / Brand
Sex Strong emphasis on the pursuit of good genes
Securing the future via lasting relationships, stable family
units
Matrimonial sites
Perfumes and Deos brands
Health Quest for youthfulness or at least the signs of youth
Reversal of the aging process
Energy, physical strength, endurance, vigorous behaviour
Anti aging creams
Gyms
Health Drinks
Energy drinks
Parenting All parental urges – protecting, nurturing, loving, providing,
helping the weak.
Baby food
Nappies
Old age homes and NGOs
Hospitals
Schools
Protection Territorial markers so that we feel at home, anchored, safe,
secure, defended and comforted.
Mental process of escaping from anxiety, having peace of
mind, looking after ourselves.
Banks, financial institutes
Cars (high end cars with safety features)
Hospitals
Curiosity Exploring, building, experiencing, experimenting, inventing
and creating.
Can be a mind experiencing and a body experience also
Seeking sensation
Amusement Parks
TV soaps
Reality shows
Spas
Status Power- Gaining advantage via knowledge, sex, wealth, class,
caste, rank
Honour- Nobility, duty, integrity
Winning- an acute moment of dominance
Self esteem: Status through individuality, independence,
adulthood, control
The Economists
Nike
Premium cars
Premium apparel brands
Tribalism Seeking out like minded folks, sharing values, attitudes,
rules, conventions, behaviours
Eating together remains a clear expression of our ancient
feasting behaviour
Social networking sites
Clubs
Bikes (Harley etc)
Levis (jeans)

8. Drivers for Dr. Fasal
(as of Morris Matrix)

9. The Morris Matrix
Human Drivers Responses Product Categories / Brand
Sex Strong emphasis on the pursuit of good genes
Securing the future via lasting relationships, stable family
units
Matrimonial sites
Perfumes and Deos brands
Health Quest for youthfulness or at least the signs of youth
Reversal of the aging process
Energy, physical strength, endurance, vigorous behaviour
Anti aging creams
Gyms
Health Drinks
Energy drinks
Parenting All parental urges – protecting, nurturing, loving, providing,
helping the weak.
Baby food
Nappies
Old age homes and NGOs
Hospitals
Schools
Protection Territorial markers so that we feel at home, anchored, safe,
secure, defended and comforted.
Mental process of escaping from anxiety, having peace of
mind, looking after ourselves.
Banks, financial institutes
Cars (high end cars with safety features)
Hospitals
Curiosity Exploring, building, experiencing, experimenting, inventing
and creating.
Can be a mind experiencing and a body experience also
Seeking sensation
Amusement Parks
TV soaps
Reality shows
Spas
Status Power- Gaining advantage via knowledge, sex, wealth, class,
caste, rank
Honour- Nobility, duty, integrity
Winning- an acute moment of dominance
Self esteem: Status through individuality, independence,
adulthood, control
The Economists
Nike
Premium cars
Premium apparel brands
Tribalism Seeking out like minded folks, sharing values, attitudes,
rules, conventions, behaviours
Eating together remains a clear expression of our ancient
feasting behaviour
Social networking sites
Clubs
Bikes (Harley etc)
Levis (jeans)

10. Brand essence pyramid

11. ATTRIBUTES -REAL TANGIBLE ASPECT OF THE BRAND
FUNCTIONS –WHAT THESE ATTRIBUTES DOES TO THE BRAND USER
REWARDS – HOW THE BRAND USERS RESPOND
HUMAN DRIVERS
Product
World class products from state-of-the-art
manufacturing facility,
wide range of products to cater farm
solutions in attractive packaging to maintain
quality at competitive prices
Services
Strategic Extension education programmes and
services aimed to improve products use efficiency,
farm yield and profit
Offers premium quality World class product
Educates in scientific farming techniques
Provides new age Farm solutions
Educated, protected, empowered, confident,
financially rewarded, peace of mind
Parenting
Protection
Status
Brand essence
YOU ARE IN GOOD HANDS

12. The Brand DNA

13. YOU ARE IN
GOOD HANDS
The sign-off encompasses
the brand essence and brand
personality.
It also communicates the
brand positioning platform and
the brand promise
NEW AGE
WORLD CLASS
PREMIUM
PRODUCT RANGE
AT COMPETITIVE
PRICES
Brand
personality
Brand
positioning
Brand
sign-off
Brand
essence
POSITIVE, YOUNG,
CONTEMPORARY,
UPMARKET,
INNOVATIVE,
RELIABLE
Brand
promise
INCREASED
YEILD AND PROFIT