Brand Strategy plays a paramount role in the development and growth of every business, gnostic of maturity. Discerning your product from competition requires a well-planned brand strategy that capitalizes on opportunities and barriers identified in the consumer journey— the progressive touchpoints and actions a brand makes with a target audience driven by the positioning, messaging, and marketing of the brand. Branding influences the phycological and emotional responses that encircle a product, and effective Brand Strategy reinforces the instinct to purchase or re-purchase through strategic calibration of the brand’s key equities and positioning to its target audience.
CHALLENGE:
The Paleo Diet® initially approached the Valen Group through our Strategic Brand Licensing Practice looking to scale existing brand equity through partnerships that would manufacture and distribute licensed products within the CPG category. After a discovery workshop with TPD®, the primary objective resulted in brand and positioning strategy that would transition into operating as the universal authority for brands looking to align their products with the benefits of a Paleolithic diet within the consumer-packaged goods market.
Challenged by the complexities of a brand architecture implementation with distinct, certification trademarks arising from the new product innovation scope, the Valen Team relied on collaborative data and insights garnered through Valen Group’s Fusion Methodology™ qualitative research program. Intel from the iterative research provided the answers to ascertain The Paleo Diet® differentiators which would effectively distinguish the brand from competition. The new Visual Identity System (VisID)– the collection of a new brandmark, new certification marks, and a vibrant color pallet, situated the brand to position themselves as a universal standard of excellence in the CPG space.
APPROACH:
Valen established a strategic glide-path that mapped the actionable processes derived from a self-discovery exercise via a brand architecture session. Performing a brand exploratory fueled by Fusion Methodology™, allowed the collaborative teams to comprehensively assess perceptions of the brand as a consumer as well as an internal team, which uncovered opportunities to better posture themselves within the competitive set