Dharam Mentor

1. Business Strategy
Brand Strategy
Design Strategy
Business Goal
- Short term goals
- Long term goals
- Positioning
- Brand plan
- Communication
- Innovation
- Culture and operations
- Brand (visual) story
- Brand identity rejuvenation
- Brand architecture design
- Brand ownable assets development
- Brand guideline manual
Stage 1
Stage 2
Stage 3

2. Vision : Brand vision refers to the ideas behind a brand that help guide the future. When the brand vision clicks, it reflects and supports
the business strategy, differentiates from competitors, resonates with customers, energizes and inspires employees and partners
Purpose : Brand purpose is the reason for the brand to exist beyond making money. If you want a really powerful brand purpose, it needs
to relate to the product or service itself.
Brand strategy :
Promise
How well does the brand
benefit connect to the
consumer
Big Idea : an attempt to communicate a brand, product, or concept to the general public, by creating a strong
message that pushes brand boundaries and resonates with the consumers.
Strategy
What focused choices does
the brand make to drive
growth and profits?
Story
How well does the brand
communicate their differences
and move consumers
Freshness
How well does the brand
communicate their differences
and move consumers
Experience
How well does the brand
experience live up to and
consistently deliver the promise?
Values : Brand values are a set of guiding principles that shape every aspect of your business.
Goals : Brand goals describe what a company expects to accomplish with its branding over a specific period of time.
Strategies : Drive Usage
Frequency
• As per need
Attract New
Users
Driving new
Distribution Points
Defence Plan
Tactics : • As per need • As per need • As per need

3. BIG
IDEA
1. Brand
Personality
2. Products
& Services
3. Consumer
Views
4. Internal
Beacon
1. Brand Personality
Human descriptors that express the
brand's style, tone and attitude.
2. Products & Services
Features, Attributes and functional
characteristics that are embedded in the
product side of the brand.
3. Consumer Views of the Brand
Honest assessment of how the consumer
sees the brand, the good and bad.
4. Internal Beacon of the Brand
The internal views of the brand-why people
believe the brand can win: inspires,
motivates or challenges.
Creating a BIG IDEA for your brand
Brand strategy : Big Idea

4. BIG
IDEA
The Brand The Consumer
The Big Idea
Passionate Execution in the Market
Promise Strategy Story Freshness Experience
How well does
the brand benefit
connect to the
consumer
What focused
choices does the
brand make to drive
growth and profits?
How well does the
brand communicate
their differences and
move consumers
How well does the
brand communicate
their differences and
move consumers
How well does the
brand experience live
up to and consistently
deliver the promise?
Positioning Brand Plan Communication Innovation Culture & Operations
There are 5 sources of connectivity
How to align your Brand's Big Idea to the 5 connectors
with your consumers
Once you find your brand's Big Idea, it helps to frame what your promise,
strategy, story, freshness and experience should be.
Brand strategy : The 5 connectors

5. Case Study : Kama Ayurveda

6. Vision : Kama Ayurveda launched with a range of nine ayurvedic treatments, developed in partnership with the 100-year-old Arya Vaidya
Pharmacy in Coimbatore, Tamil Nadu.These potent remedies were developed to help treat existing skin and hair concerns and to prevent
future concerns.
Purpose : We created a beautiful collection of ayurvedic treatments, thus helping to preserve an effective form of wellness and the
communities it supports
Case Study : Kama Ayurveda Brand Strategy
Promise
Oldest documented body of
medical knowledge for
physical, spiritual &
psychological wellbeing
Big Idea : KAMA AYURVEDA HAS SOUGHT TO BRING AUTHENTIC BEAUTY AND WELLNESS TO THE WORLD
Strategy
Bringing authentic beauty
and wellness products to
the world
Story
Passionately focused on the
purity of ingredients and
efficacy of formulations
Freshness
EU certified natural products is free
of artificial colours, fragrances,
parabens, or petrochemicals. We
are against animal testing.
Experience
Through their exclusive Kama
Ayurveda showrooms and dedicated
products for nourishing and healing
purpose
Values : Kama’s remedies were developed to help treat existing skin and hair concerns and to prevent future concerns.
Goals : Founded in Delhi , India in 2002 , Kama Ayurveda has sought to bring authentic beauty and wellness to the World.
Strategies : Drive Usage
Frequency
• Mini rituals
• Gifting range
Attract New
Users
Driving new
Distribution Points
Defence Plan
Tactics : • Promotional activities
• Sampling program
• Online sales push • New product launch
seasonally

7. BIG
IDEA
1. Brand
Personality
2. Products
& Services
3. Consumer
Views
4. Internal
Beacon
1. Brand Personality
Kama Brand stands for authentic ancient Indian
(Ayurveda) knowledge, made it available in
contemporary format
2. Products & Services
Bringing authentic Ayurvedic beauty and
wellness products to the world
3. Consumer Views of the Brand
Consumer feels Kama Ayurveda is the one of
an authentic Ayurvedic remedy product
available in the market
4. Internal Beacon of the Brand
100-year-old Arya Vaidya Pharmacy in
Coimbatore, Tamil Nadu.These potent remedies
were developed to help treat existing skin and
hair concerns and to prevent future concerns.
Creating a BIG IDEA for your brand
Case Study : Kama Ayurveda Brand Strategy

8. BIG
IDEA
The Brand The Consumer
Passionate Execution in the Market
Promise Strategy Story Freshness Experience
How well does
the brand benefit
connect to the
consumer
What focused
choices does the
brand make to drive
growth and profits?
How well does the
brand communicate
their differences and
move consumers
How well does the
brand communicate
their differences and
move consumers
How well does the
brand experience live
up to and consistently
deliver the promise?
Positioning Brand Plan Communication Innovation Culture & Operations
There are 5 sources of connectivity
Bring authentic beauty and wellness
to the world
Case Study : Kama Ayurveda Brand Strategy

9. Design Strategy : Kama Ayurveda
- Brand (visual) story
- Brand identity rejuvenation
- Brand architecture design
- Brand ownable assets development
- Brand guideline manual

10. Case Study : Kama Ayurveda, Design Strategy
Brand (visual) story
Working with Ayurvedic institutions, the four
co-founders of Kama Ayurveda were inspired by
this ancient science of healing.They understood
its powers and sought to revive its fortunes with
a desire to share their learning with the rest of
the world. They created a beautiful collection of
ayurvedic treatments, thus helping to preserve
an effective form of wellness and the
communities it supports

11. Case Study : Kama Ayurveda, Design Strategy
Brand identity rejuvenation
Started in 2002 in india, Kama ayurveda
philosophy emphasizes the harmony between
the physical, mental & spiritual realms, the
whole being. According to ayurveda, literally
translated as the knowledge of life, the energies
affecting the universe also operates on human
physiology. Broken links between the mind & the
body must be restored & balanced in order to
achieve health, contentment & peace. Thus
Kama ayurveda, Kama means desire; ayurveda
is the science.

12. Case Study : Kama Ayurveda, Design Strategy
Brand architecture design
Brand Architecture, as it relates to packaging
design, deals with the effective visual
organization of a large product portfolio.

13. Case Study : Kama Ayurveda, Design Strategy
Brand ownable assets
Brand Architecture, as it relates to packaging
design, deals with the effective visual
organization of a large product portfolio.

14. Case Study : Kama Ayurveda, Design Strategy
Brand guidelines manual
Brand guideline manuals are documents that
explain how a brand should be presented in
public and how people should come into
contact with it. They are used not only by those
working within the company, but also, most
importantly, by those using the brand externally.