BRANDING PILLARS

Brand Name: Jackson Guitars

Industry: Music Industry

I. Purpose

Why did you start your company?

To manufacture top of the line guitars for world class musicians spanning different musical
genres

What do you want to accomplish?

To provide world class musical products specifically electric guitars to aspiring and
experienced guitar player around the world

How do you want to serve your customers?

By providing them an assortment of musical products that caters to their needs, respond to
their queries as quickly as possible and by providing excellent customer service

II. Perception

How do you want your customers to see your brand?

We want our brand to be seen by our customers as their first choice when they want to
acquire electric guitars or other musical instruments. We also want our brand to be
recommended to other people for the same purposes.

What role do you play in your customers’ mind?

I want a role that provides the highest quality of customer service to anyone who wants to
avail our products

What do they perceive your value to be? (see list of values here)
Unique, top of the line, classic, innovative, heavy-metal sounding, badass, dark, excellent

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 III. Identity

What is your brand’s personality? (see list of personalities here)

Badass, excellent musicality, virtuoso, mastery of the six string business

What kind of tone of voice do you use in communication? (see list of tones here)
… conversational, convincing, witty, serious

IV. Values

What’s important to you as a brand?

Maximum satisfaction of our clients and customers and quality over quantity

How do you want to make a difference?

by never going with the flow, always finding ways to improve our products and services,
finding ways to sound more sick and heavy

V. Brand Experience

How do customers interact with you?

Facebook, website

What kind of experience do you want your customers to have?

Like a long lost friend, a customer that can relate to but strictly business interaction and no
personal issues that can ruin the relationship

What makes your customer experience better than competitors?

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Genuine care about what they want to achieve using our products

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