Brand Foundations

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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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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 3.3 to view your Positioning Statement here

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Strategic Value Pathway (SVP)

Please complete Exercise 3.1

You have chosen ‘Product Leadership’ as your strategic value pathway. Product Leadership is characterised by products that are the best in their market and highly valued by customers.

You have chosen ‘Customer Intimacy’ as your strategic value pathway. Customer Intimacy is characterised by occupying only one (or a few) high-value customer niches and being obsessive about understanding the individual customers in detail. You should be aiming to excel in customer attention and customer service.

You have chosen ‘Operational Excellence’ as your strategic value pathway. Operational Excellence is characterised by low or lowest price and hassle free service.

The golden rule is: cannibalising your success with breakthroughs.

Your focus should be on: continuously creating superior products to create better experiences for your customers.

You should be building expertise in: R&D, teamwork, production management, marketing, talent management.

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

Your company culture should be: employee centred. Creativity, problem solving, mastering collaboration and knowledge management is key to success.

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

Brand personality: brands in this category are often perceived to be elite, cool, different, powerful, creative, innovative, coveted, rare, authoritative, commanding.

Brand innovation: To become a leader you should focus on using intellectual assets for improved product and service delivery; and continually improving responsiveness – minimizing the response and turnaround times for product and service design and delivery.

The golden rule is: solve the client’s broader problem.

Your focus should be on: offering a unique range of customised/personalised services to meet your different customer’s needs.

You should be building expertise in: client acquisition, relationship development and solutions development.

The 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.

Your company culture should be: high service orientated. Deep customer knowledge, insight and a customer comes first mentality is essential.

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

Brand personality: brands in this category are often perceived to be supportive, intuitive, engaging, friendly, warm, caring, kind, helpful, interested, multi-faceted.

Brand innovation: To become a leader new product identification is your no. 1 aim. Focus on identifying new products or services required by customers.

The golden rule is: variety kills efficiency.

Your focus should be on: cost leadership through high volume automation for predictability and efficiency.

You should be building expertise in: standardising, streamlining and monitoring processes and costs.

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

Your company culture should be: a centralised structure with a strong organisational, rule based end to end operation.

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

Brand personality: brands in this category are often perceived to be matter-of-fact, competitive, aggressive, innovative, blunt, authoritative, functional, smart, fast

Brand innovation: Your focus should be on detecting, understanding and removing problems in processes, products and services that have efficiency impacts both before and after delivery; and analyzing and adjusting processes and products to facilitate the most cost- effective delivery.

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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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Purpose

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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Purpose

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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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
Please complete Exercise 4.1

Touchpoint Actions

Please complete Exercise 5.1

Pillar 2

Please complete Exercise 4.1
Please complete Exercise 4.1

Touchpoint Actions

Please complete Exercise 5.1

Pillar 3

Please complete Exercise 4.1
Please complete Exercise 4.1

Touchpoint Actions

Please complete Exercise 5.1

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Purpose

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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