BRAND.ICON process: Brand archaeology: in-depth analysis of the category, key competitors and past activities that supported your brand in the past. It’s about understanding brand legacy and defining ambitions for your brand in the future.

Brand territories: all main players in the category are positioned according to the 12 territories that  they derive from and complied with main consumer motives. Archetype diagnostic: choosing archetype that reflects brand legacy and selection of those that could be used as a foundation of your brand identity in order to differentiate it from the competitors. Brand identity definition: identity of your brand is further parsed with the help of Brandflower that arise from corporate part and connects through values that are in common for consumers and brand with core brand story / promise.

Brand concept: in order to get feedback from the consumers, brand concept is written. Implementation plan: BrandICON process is closed with preparation of the implementation process for key brand experience points.