This document outlines a 5 step process for developing a new brand from the ground up. The process includes: 1. Market mapping to understand competitors and identify a compelling brand positioning opportunity. 2. Creating a brand world template to define the brand boundaries and translate the client's intentions into an attractive expression. 3. Developing the brand identity including logo, colors, tone of voice, and applications. 4. Conceptualizing design concepts that achieve retail differentiation and implement the brand positioning. 5. Creating a brand identity dossier and artwork for the shortlisted design concepts. The strategic and creative lead teams are assigned responsibilities throughout the process from market mapping to overseeing imagery. The approach aims

1. Brand Positioning & Identity : Retail
PL
Peshwa Acharya
peshwa@thinkasconsumer.com

2. P
eshwa Acharya: T E
he dge
 Consistently, building successful brands from Ground Zero
– Market Entry Strategy
– Brand Positioning & Brand World Creation
– Brand Architecture (including future mapping basis need)
– Brand Identity & Expressions
– Product Concept, Packaging & Product Formulation Brief Development
– Communication Development (including Brand Idea & Creative Idea)
– Creative Execution & Consumer Surround Strategy
 Brand gatekeeper become category champions; bringing an expertise &
enabling knowledge sharing
 Design innovativeness that creates distinction

3. Intention
 The company is likely to launch its line of brand/s in the Nuts / Foods
Portfolio.
 Brand to be launched in a cluttered marketplace & across retail formats;
ease of comprehension and acceptability through distinctiveness &
perceived brand value required.

4. E
xpectation
Brand
Positioning
Artwork
Implementation
Identity
Dossier
Brand World
Template
Packaging
Designs
Brand
Naming
Brand
Identity

5. P
eshwa Approach
5
Ste p Pro ce ss

6. # 1: Market Mapping
Unde rstand e q uity & brand po sitio ning platfo rms o f brands in e armarke d
cate g o rie s, culle d o ut fro m available se co ndary data & re tail visits. I ntify a
de
co mpe titive & co mpe lling pro po sitio n that cre ate s a ‘ larg e brand value ’ .
 Basic competitive brand Equity – Determine Need Gaps (only for key brands
selected from each category)
 Category Barriers/Motivators
 Positioning Mapping
 Trends that could impact the category/consumer perceptions
Inference: Brand Positioning Opportunity &
Category Differentiators

7. # 2: Brand World Template
De fine the brand bo undarie s, fle xible & mandato rie s, that cre ate the brand DN
A
 Collaborative process that engages the agency & client partner through a proprietary
tool call ‘ Brand Funneling’ . Decodes company Intention and translates it into a
viable & attractive E
xpression for the consumer
 Creation of a Brand World (explains the space in which the brand will reside w.r.t
sights, sounds, people, emotions, moments..)
Inference: Brand World, Brand Architecture, Name
Generation

8. # 3: Brand Identity
Se ts the brand to ne , visually and in all g raphics that will co mmunicate the brand to its
multiple stake ho lde rs
 Involves designing the brand logo, mood & tone of voice
 Craft the template that will evaluate the need for brand colors; that will provide
consistency & be the brand emblem
 Enumerate the identity in extensions that form stakeholder touch points
Inference: Brand Identity & Applications

9. # 4: Design Conceptualization
Evaluate co mpe titive brands in e ach cate g o ry acro ss e armarke d price po ints and study
cate g o ry co de s to arrive at ne w brand de sig n co nce pts
 Competitive packaging space – retail visibility & structural standout
 Design codes on variant/sub-brand differentiation, font, imagery, mnemonics
 Study brand case studies (if any) with ‘ category bundle’ , for design approach
 Implement ‘ Shelf Space Cut Thru’ test for designs created
Inference: Pack design concepts that are implementable &
achieve retail differentiation

10. # 5: Dossier & Artworks
 Create a user friendly guideline that is used across by all brand stakeholders.
 Articulate the specifications applicable across key media of communication, with
respect to visual identity
 Artworks for short listed design concepts
Inference: Brand Identity Dossier & Pack Design
Artworks

11. Strategic L
ead T
eam: Responsibility
 Market Mapping & Positioning Development
 Brand World Definition
 Drive synergies for the brand w.r.t design basis brand positioning
 Craft the brand tone of voice & creative direction for the identity
 Oversee the imagery created for the brand (with the design team)

12. Creative L
ead T
eam: Responsibility
 Brand Identity creation
 Identity Expression across touch points
 Identity Dossier (Style Guide)
 Brand Name Creation (with strategic planning team)
 Pack Design Conceptualization & Implementation
 Supervision/Accuracy of artworks submitted

13. L
ooking forward to H
earing
F
rom you
P
eshwa Acharya