Kassiopeia Brand Explorer: Marketing success tool

Like a stable building, the construction, development and maintenance of a strong brand require solid foundations. Based on this insight, Rocket developed the Kassiopeia Brand Explorer in collaboration with the Lucerne University of Applied Sciences and Arts and other partners. The use of this tool guarantees an individual, systematic and targeted approach to the planning and implementation of communication projects.

The Kassiopeia Brand Explorer is suitable for step-by-step planning and implementation of individual, customer-specific requirements. In practice, it has proven particularly useful for developing new brands, redesigning and positioning existing product or corporate brands.

The Cassiopeia Brand Explorer consists of a process development step and four stages of brand development.

Process development

In order to meet the individual needs of a brand or company, we start branding projects by defining the process. The starting point is a joint kick-off meeting. The start is made on the basis of a briefing prepared by the client or on a "greenfield site" with the joint definition of needs. With the help of a strategy workshop or a marketing check-up, questions can be clarified and the basis for ideas can be developed together. In this way, we lay the foundation for sensible and targeted project planning and budgeting.

Brand strategy

We develop the brand basis based on the briefing. The focus is on brand and company values, stakeholders or potential customer personas and their customer journey. The strategy is developed in close collaboration between the agency and the client. After this first stage, the brand concept is ready.

Brand presence

The brand identity is created with the brand concept in mind. This includes the logo, claim, typography, imagery and means of communication such as the website. Once these basic elements are in place, the brand guidelines are recorded in a corporate design manual . On request, Rocket can also create an online style guide for you with an image database and download area. In this way, we guarantee you and your team worldwide access to the most important marketing tools at any time.

Brand management

Once the corporate design guidelines and the basis of the brand identity are in place, we start planning and implementing the marketing measures. Brand management involves selecting the right communication tools, such as search engine marketing, direct mail and outdoor advertising. We base this on the developed brand strategy, such as the customer journey and the defined target groups. The individual instruments are orchestrated into a powerful mix in a communication plan.

Brand management

As soon as the communication measures are live, we take care of the often neglected fourth stage: brand management. This involves reviewing the implemented measures. We analyze the selected measures and consider how we can further improve them. In this way, we guarantee the highest possible return on marketing investment or, quite simply, that your advertising francs are put to the best possible use. Regular performance reporting and constant minor adjustments lead to success.