Argan & Co.
Product and Brand Strategy
A Product and Brand strategy was required for the new brand 'Argan & Co.'
to develop brand awareness and identify the differentiating factor of the brand.
A well-designed strategy sets a path for consistent communication with the potential customer
with a clear voice and values.
Implementing a strategic brand and product plan should enable
consumers to have a positive emotional association with the brand.
The way a brand looks is just as important as a brand sounds. Tone and voice add consistency and coherence to the identity communicated and brand perception. A brand voice acts as a delivery method for the characteristics of brand personality which all ties into developing a human persona.
This sets the stage for understanding the business opportunity and business. It defines the brand’s core identity and the emotional value that the customer can connect with.
Persona development provides examples of ideal customers to promote discussion, insight and promote discussion through various stages of business development.
To establish a place in the customer’s mind with respect to competitors and define how internal marketing efforts are to be aligned to the brand identity and value proposition.
TONE
BRAND & IDENTITY
PERSONA DEVELOPMENT
POSITIONING
Positioning
The exercise carried out below was a 5 box positioning that considered the current and desired beliefs and user actions to create the positioning statement. The positioning statement is the essence of the value proposition to the target audience.
Statement Outline:
To (target segment and need) our (brand) is (concept) that (point of difference or reason to believe).
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Final Statement:
Argan & Co. is a brand for discerning women that improves the experience of buying gemstone jewelery online.
Brand & Identity
Brand idea - Resonance:
The brand essence and the underlying reason why customers care about your brand.
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Emotional benefits - Judgements + Feeling:
How do customers feel after using the product? Customers aren’t just interested in the product features; they want a story.
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Functional benefits - Performance + Imagery:
This section helps provide clarity around the customer problem the product tries to solve.
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Features and attributes - Salience:
This describes what the product is designed to do and how it does it.
Persona development
A user survey was conducted with 25 participants to collect relevant data for the persona creation. Personal, professional, technical and ecommerce shopping related data was collected and brainstormed over to create the following.
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SOCIALITE
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Gargi is 29 years old and heads a team at a PR firm in Mumbai. She is very fashion-forward and usually prefers to go to her select few designer friends or brands for choosing her clothes. She is seen as opinionated by her friends yet maintains cordial relations with her personal and professional connections. She is a regular in the parties or events thrown by anyone in her circle.
She is very much into watches and loves buying the limited edition collections as soon as they are out in the market. She occasionally buys them online from the marketplaces. She loves going out on spontaneous weekend getaways. She loves exploring new music and often goes to music festivals around India.
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YOUNG AND RICH
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Arpita is a 22 years old student of Mass Communication from Pearl Academy, New Delhi. She finds most of her style inspiration from niche fashion brands. from across the world.
She has travelled to more than 10 countries and plans to do her masters from US. She collects souveniers and has over 150 of them, which she loves to show to her friends.
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She loves throwing surprise parties for her friends and gets people together to perform a dance or sing a song to make it more special. She goes for Pilates and Tennis classes on weekends. She has over 2000 followers on Instagram and keeps them very engaged with frequent posts about her travels, clothing and fitness. She likes going out to clubs and gigs once a week at least.
Tone of voice
The tone of Voice represents the brand personality and its values. It is an integral part of the content and marketing strategy. To define the tone of voice started we referred to the personas that represent our target audience.
The next step is to identify your brand’s values which paves a guideline for the brand
and product communication.
