Shyen
Brand Strategy & Guidelines
Brand Strategy & Guidelines
Brand Strategy · Research · Market & Audience Analysis · Competitive Analysis
Defining the Future of Badminton Performance
Shyen is a high-performance badminton & fitness brand built for enthusiasts who demand excellence in every aspect of their game.
In this project, I lay down the foundation for Shyen’s brand development, defining its brand strategy and capturing it in its brand guidelines.
Brand Strategy
Brand strategy defines who a brand is, why it exists, and what it stands for. It shapes its mission, vision and values with clarity and purpose.
Brand Strategy Process:
Step 1 - Market Analysis
Understanding the badminton & fitness industry, key trends, and emerging opportunities.
Step 2 - Audience Analysis
Identifying Shyen’s target audience, their needs, aspirations, and pain points.
Step 3. Competitive Analysis
Evaluating competitors to find differentiation and positioning opportunities.
Step 4. Defining the Brand
Establishing the brand’s vision, mission, core values, and value proposition to shape its long-term direction.
Market Analysis
Market Growth & Size: The Indian badminton equipment market is projected to grow from $57.26 million in 2024 to $86.41 million by 2029, reflecting a CAGR of 8.5%. This growth is driven by increased participation at both professional and amateur levels.
Source: Global Market Monitor
Rising Consumer Base: India has over 10 million active badminton players, with a significant portion playing at the grassroots and professional levels. The sport’s expanding presence in schools, colleges, and corporate wellness programs further fuels its growth.
Despite all these opportunities, the market lacks any major national brand, and the market is dominated by foreign brands, namely Yonex and Li-ning.
Key Markets by City:
Top cities recognised for their active badminton communities:
Hyderabad
Known as a badminton hub, Hyderabad has produced top players and hosts numerous tournaments.
Bangalore
The city boasts a strong badminton culture with several academies and active participation.
Chennai
Chennai has a vibrant badminton scene with many clubs and training centers.
Pune
The birthplace of badminton, it has recently seen a surge in badminton's popularity, with increasing participation at various levels.
Audience Analysis
Shyen's products are designed for a highly engaged audience that priorities performance, innovation, and athleticism in badminton and fitness.
Primary Audience:
Badminton Enthusiasts
Badminton Enthusiasts
These individuals may not play at a professional level, but they take their game seriously. Whether they’re students in coaching programs or regulars at clubhouses and sports facilities, badminton is more than just a pastime — it’s a competitive, skill-based, and fitness-driven activity for them.
They demand performance-oriented gear that enhances their game without the drawbacks of professional equipment. While they avoid cheap, low-quality products due to weight, poor durability, and risk of injury, they also steer clear of fragile, ultra-premium racquets designed for pro-level competition. Instead, they seek well-balanced, durable, and high-performance products — a gap perfectly filled by Shyen’s Economic-Premium offerings.
Secondary Audience:
Fitness Enthusiasts
Fitness Enthusiasts
This audience sees fitness as a lifestyle, incorporating strength training, cardio, and functional workouts into their routine. They may or may not play badminton as passionately, but they engage in pre-game training, warmups, and overall fitness regimens.
For them, training shoes, joggers, sneakers, and performance-driven activewear are essential — not just for workouts but for a holistic fitness and movement-based lifestyle. They demand high-performance, stylish, and comfortable gear that supports their active routine. Like the sports enthusiasts, they avoid cheap, unreliable products but don’t see the need for overpriced, status-driven gear either.
Why Shyen?
- Bridging the gap between mass-market affordability and pro-level exclusivity.
- Performance-focused gear designed for those who are serious about their sport & training.
- Expanding beyond professional badminton to cater to the broader active & fitness-driven lifestyle.
Competitive Analysis
Direct Competitors
(Badminton-Specific Brands):
These brands cater specifically to badminton players, offering racquets, shoes, apparel, and accessories. They dominate the market for sports enthusiasts but may have gaps in design, durability, or pricing.
Yonex – The industry leader in professional badminton gear, known for high-performance racquets and shoes. However, premium pricing for quality gears makes it inaccessible for many serious but non-professional players.
Li-Ning – Another dominant player offering high-quality badminton equipment, but tends to focus more on professional athletes rather than the casual yet serious market.
Victor – Well-known in competitive badminton circles, but lacks strong brand appeal outside of professional circuits.
Cosco & Silver’s – More affordable options but often compromise on quality, durability, and design.Indirect Competitors
(Broader Fitness Brands):
These brands focus on multi-sport performance and active lifestyle products rather than just badminton. They compete for attention in the fitness and training segment.
Nike & Adidas – Global giants with strong brand equity in training shoes and apparel. However, their badminton-specific gear is limited to non-existent, and their products are often more fashion-driven than sport-performance-oriented.
Asics & Puma – Known for training and running shoes, which overlap with our secondary target audience but lack badminton specialization.Benchmark Brands
(Aspirational & Relatable Brands):
These brands are not direct competitors but serve as inspiration for Shyen’s brand positioning, product innovation, and market approach.
Ultraviolette – An Indian high-performance motorcycle brand representing cutting-edge engineering and Indian innovation.
Ather Energy – An Indian premium EV brand known for technology-backed, premium performance.
Shyen’s Differentiation Strategy:
Shyen can be a high-performance Indian brand that bridges the gap between premium international brands and locally affordable options.
It delivers high-quality performance and craftsmanship without the out of reach premium price tag, making badminton and training gears accessible to badminton & fitness enthusiasts who seek quality, durability, and innovation at a value-for-money price.
Defining The Brand
Based on our analysis and insights, we define the brand itself. We divide the definition into three parts.
Brand's Mission - “What does the brand do?”
Brand's Offer & Values - “How will it do it, and with what values?"
Brand's Vision - “Why does the brand exist?”
Combining these three we get the 'Brand’s Value Proposition', which is the definition of brand itself.
Shyen’s Mission:
"Shyen empowers badminton and fitness enthusiasts by delivering accessible high-performance gears, elevating the badminton & fitness culture"
Badminton & fitness - Brand's industry
Badminton & fitness enthusiasts - Target audience
Accessible high-performance gears - Unique selling proposition
Shyen’s Offering:
"Shyen creates badminton and training gears that combines enriched performance & sleek design, making them premium yet value-for-money"
Badminton & training gears - Products and services
Enriched performance & sleek design - Features and specs
Premium yet value-for-money - Price range
Shyen's Core Values:
Performance-Driven Excellence
We engineer our products with high-performance quality to enhance every game, training session, and movement — ensuring that enthusiasts can push their limits.
Design & Craftsmanship
Every detail in our products is designed with power, precision, durability, lightweight feel, and sleek aesthetics, so users get the perfect blend of form and function.
Commitment to Accessibility
We believe high-performance gear should be accessible, offering premium quality at a value-for-money price point — empowering athletes of all levels.
Elevating Badminton & Training Culture
We contribute to the growth of the badminton and fitness community, fostering a culture of dedication, improvement, and passion for the sport.
Innovation with Purpose
We constantly refine and innovate our products based on real player insights, ensuring they meet the evolving needs of badminton and fitness enthusiasts.
Shyen's Vision:
"Shyen’s vision is to enable badminton & fitness enthusiasts to build their community united by passion."
Enable badminton & fitness enthusiasts build their community united by passion - Purpose
Shyen's Value Proposition:
“Shyen is a badminton & fitness brand that provides premium yet value-for-money badminton & training gears, which are accessible and have enriched performance & sleek design, enabling enthusiasts build their community united by passion"
Badminton & fitness - Brand's industry
Premium yet value-for-money - Price range
Badminton & training gears - Products and services
Accessible enriched performance & sleek design - Features, specs & USP
Badminton & fitness enthusiasts - Target audience
Enable badminton & fitness enthusiasts build their community united by passion - Purpose
Brand Guidelines
Shyen's Brand Strategy Guidelines - Front & Back Cover:
Shyen's Brand Strategy Guidelines - Sample Pages (A3 Flip):
Shyen's Brand Strategy Guidelines - Mockups:
In Conclusion
I focused on developing Shyen’s brand strategy to be sharp, simple, and effective for long-term success. By analysing various market segments and identifying key gaps, I was able to craft a well-thought-out, actionable strategy.
