Brand Foundations

Build A Better Brand - Rocket

Think, Act & Grow like a Brand

Brand Strategy Roadmap

Brand Foundations
Target Market
Buyer Persona
Brand Action Plan
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Our Company Brand Foundations

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Purpose

Purpose:

The passion that gets us out of bed everyday!

Our Purpose Statement

Please complete Exercise 1.4 to view your Purpose Statement here

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Purpose

Vision:

Where we want to be sometime in the future.

Our Vision Statement

Please complete Exercise 6.1 to view your Vision statement here

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Purpose

Positioning:

How we position ourselves in the minds of target buyers.

Our Brand Positioning Statement

Please complete Exercise 3.5 to view your Positioning Statement here

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Our Mindshare we wish to own

Please complete Exercise 3.6 to view your Mindshare here

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Strategic Value Pathway (SVP)

Please complete Exercise 3.1

Golden rule: we cannibalise our success with breakthroughs.

Focus: being obsessive about creating superior products that are highly valued by customers because they create better experiences for them.

Expertise: R&D, teamwork, production management, marketing, talent management.

Sales role: a consultative sale (high end offers / solutions) where the sales role is to demonstrate quality and value.

Culture: employee centred where creativity, problem solving, mastering collaboration and knowledge management is key to success.

Market: customers value premium products and are willing to pay for them.

Economics: early market entry is essential to enable charging premium prices and acquiring large market share; speed is the key.

Innovation: key area is intellectual asset development for continuous improvement; and responsiveness – minimizing turnaround time on design and delivery.

Brand personality: brands can be perceived as elite, cool, different, powerful, creative, innovative, coveted, rare, authoritative, commanding.

Golden rule: solve the client’s broader problem.

Focus: to understand customer needs in detail and excel in customer service by offering a range of customised / personalised services, in one or a few high-value niches.

Expertise: client acquisition, relationship development and solutions development.

Sales role: is to create value. A consultative sale (group of offers/skills) or stepped up to co-creation, where provider and client create a customised solution together.

Culture: high service orientated with deep customer knowledge, insight and a customer comes first mentality is essential.

Market: customers value personalised solutions and are willing to pay for them.

Economics: high cost of customer acquisition makes it imperative to gain a large wallet/market share; economies of scope are key.

Innovation: key area is new product identification and/or development of existing offerings because customer needs or market changes require it.

Brand personality: brands can be perceived as supportive, intuitive, engaging, friendly, caring, helpful, interested, multi-faceted.

Golden rule: variety kills efficiency.

Focus: being obsessive about lowering prices for customers through high volume automation that produces predictability, cost efficiencies and hassle free service.

Expertise: standardising, streamlining and monitoring processes and costs.

Sales role: is transactional (single or set of components) where the sales objective is to communicate value.

Culture: centralised structure with strong organisational, rule based end-to-end operation.

Market: customers don’t require bells and whistles but value low prices.

Economics: high fixed costs make large volumes essential to achieve low unit cost; economies of scale are key here.

Innovation: key area is to detect, analyse, adjust or remove issues in processes, products and services that have efficiency impacts before, during and after delivery.

Brand personality: brands can be perceived as matter-of-fact, competitive, aggressive, innovative, blunt, down-to-earth, functional, smart, fast.

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SVP
Price
  • Premium
  • Premium/
    Competitive
  • Competitive
  • Competitive/
    Leader
  • Leader
Please complete Exercise 3.2

Features
  • Original
  • Original/
    Customised
  • Customised
  • Customised/
    Basic
  • Basic
Please complete Exercise 3.2

Quality
  • Excellent
  • Excellent/
    Average
  • Average
  • Average/
    Acceptable
  • Acceptable
Please complete Exercise 3.2

Support
  • Comprehensive
  • Comprehensive/
    Standard
  • Standard
  • Standard/
    Minimal
  • Minimal
Please complete Exercise 3.2

Availability
  • Restricted
  • Restricted/
    Selective
  • Selective
  • Selective/
    Universal
  • Universal
Please complete Exercise 3.2

Reputation
  • Prestigious
  • Prestigious/
    Respected
  • Respected
  • Respected/
    Functional
  • Functional
Please complete Exercise 3.2

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