Brand Foundations

Build A Better Brand - Rocket

Think, Act & Grow like a Brand

My Brand Strategy Roadmap

Brand Foundations
Buyer Persona
Brand Action Plan
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Brand Foundations

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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Vision

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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Positioning

Positioning:

How we position ourselves in the minds of target buyers.

Our Brand Positioning Statement

Please complete Exercise 3.3 to view your Positioning Statement here

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Our Mindshare we wish to own

Please complete Exercise 3.4 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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Customer Value Proposition (CVP)

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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Pillars

Pillars:

Our guiding principles that are the most important attributes/benefits that we, and our customers value most.

Our Brand Pillars

Pillar 1

Please complete Exercise 4.1

Pillar 2

Please complete Exercise 4.1

Pillar 3

Please complete Exercise 4.1

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Promise

Promise:

Supporting our Purpose and Position, and founded on our Pillars to deliver an emotionally connected and differentiated customer experience.

Our Brand Promise Statement

Please complete Exercise 5.1 to view your Promise statement here

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Brand Promise Dimensions

Our Pillars on which our Promise is founded, and the Touchpoint Actions of behaviours, actions or practices that bring it ‘to life’ for customers.

Pillar 1

Please complete Exercise 4.1
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Touchpoint Actions

Please complete Exercise 5.1

Pillar 2

Please complete Exercise 4.1
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Touchpoint Actions

Please complete Exercise 5.1

Pillar 3

Please complete Exercise 4.1
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Touchpoint Actions

Please complete Exercise 5.1

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Personality

Personality:

Human characteristics/traits that define how we speak and behave, to connect emotionally with our target market.

Our Brand Personality

We are

Please complete Exercise 7.1

Does mean

Please complete Exercise 7.1

Doesn’t mean

Please complete Exercise 7.1

How we demonstrate this personality trait

Please complete Exercise 7.1

We are

Please complete Exercise 7.1

Does mean

Please complete Exercise 7.1

Doesn’t mean

Please complete Exercise 7.1

How we demonstrate this personality trait

Please complete Exercise 7.1

We are

Please complete Exercise 7.1

Does mean

Please complete Exercise 7.1

Doesn’t mean

Please complete Exercise 7.1

How we demonstrate this personality trait

Please complete Exercise 7.1
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