We designed the Brand Pyramid to help us develop our brand essence and define our brand equity. Let's take a look. The Brand Pyramid consists of 5 parts :

1. First and the lowest part of the pyramid actually looks at the attributes of our brand and product. The main question here is: What are the tangible things that form our business?? What are the things that contribute to our brand? In our case we are delivering fresh baby cut carrots with natural seasoning. Very special feature on your product is the packaging - mainly the seasoning part. We are trying to keep our packaging fun and functional at the same time. Also, we would not be able to deliver our product without partnerships with special chains and shops. The last thing is POS promotion. We are trying to draw our consumer´s attention via various POS materials at store (Buy one get one for free packs, leaflets, posters, advertising stands). And of course our enthusiastic staff and processes.
2. The second part of the pyramid focuses on the functional benefits that our product deliver. They are tangible and rational benefits that our consumer will experience when buying our product. For us it is definitely healthy, quick and tasty snack coming in two variants of taste.
3. Third part is actually looking on emotional awards that our product brings to the consumers. It is about how do we want our consumers to feel when buying our product? In our case we want them to feel satisfied (crunch your cravings !!!) but at the same time good about the food decision they have just made and make them feel good about what they eat.
4. Next part is about understanding our target audience. What are their values (and therefore needs) ? Our target consumer values staying in a good shape, enjoying life (and food) to its fullest, and since we are targeting young people, one of the most important values for them is having variety of choice, even when choosing a snack.
5. The last part is the personality of our product. If our product was alive, how would we describe it? We think that shakedowns would be young, fun, cheerful, lively person that lives a very active life and wants to stay healthy and fit. And positive!!
   
   Now, what are the three key words that desrcibe our product? According to us it is: Fun. Healthy. Tasty...snack:)