The objective of this research is to identify the elements of brand management that allow the design of a strategy for the panelcauca company in Colombia in order to generate differentiation and facilitate its entry into new market segments in which there is currently little competition. In this sense, a qualitative research is carried out through focus groups in the segment of healthy food consumers of strata 4 and 5 of the city of Cali - Colombia. The result is the design of the brand strategy based on the concept of dignifying the paneleros, from this aspect the following three brand values were defined: vindication of the producer and panela, conservation of the natural process in its elaboration and conversion of panela into the symbol of hope for thousands of panela families in Cauca. It is concluded that the archetype of the brand is defined as the friend and the archetype of the consumers as the innocent.