Cornerstone Brand Strategy

Creatives with a greater purpose.

CORNERSTONE

Brand Strategy Check-in

Creating a brand that connects.

Travolta & Olivia Newton

Dr. Phillip Herald Successful Cardiologist

Introducing Dr. Phillip Herald - a successful, well-respected GP & Cardiologist keen to look for a space to call his own. Dr. Herald is direct, intelligent and detail-orientated with an unconventional sense of humour. He can however, come across as stand-offish, arrogant and even detached from his patients. He can often be found in the office, working long hours.

Dr. Herald enjoys spending his down time with his wife and two children, taking them on lavish overseas holidays or spending some quality time playing cricket with his children at their family home in Ascot.

Dr. Herald has recently decided to open his own practice and is now looking at more attractive work spaces. Dr. Herald is looking for a space which feels modern, sophisticated, and is self-maintained. The space should also help him communicate his level of success and expertise—in his own words, “I’m looking for a space that makes me feel the way my Mercedes does”.

Harry Jones

Astute Investor

Meet Harry Jones - a semi-retired, self-made business man who is always on the look out for possible investment ventures. Harry has been semi-retired for ten years, only working three days a week. He sits on the board of directors for various businesses.

Harry is well-known in his community and when he’s not at work, he can either be found on his yacht, with his friends at the Tattersalls club or hosting dinner parties at his home in Toorak with his wife.

Harry has always had an entrepreneurial mindset and is always looking for new investment opportunities. That said, Harry is a scrupulous and risk-averse businessman and never fails to carry out due diligence before attaching his name (and money) onto anything. Before committing, Harry needs to visualise three outcomes from the potential investment; quality, vision for growth and profitability. Harry doesn’t want to just see the potential return of his investment, he wants to ‘win’ — to be able to proudly show his friends and family and say that he helped in making this vision a reality.

Issue

LOWEST

4

Relationship

For construction, the lowest hurdle would be at this point for the customer as the Cornerstone Building and Development brand is established within this service offering.

Issue

MEDIUM

3 Conversion

Awareness 1 HIGHEST

For Cornerstone Health, Conversion is not always enabled because of delivery issuesthe time and process it takes to lock down a site as well as having only 2 sites.

Issue

Awareness is low for Fund Investment as this service offering is still in its infancy.

Brand Attributes

I’m talking to the man in the mirror!

– Michael Jackson Man in the Mirror

We

we create industry leading developments. We are motivated by our Christian worldview, accepting that business and social responsibility go hand in hand.

Mission

build better communities. Through innovative value engineering

Vision

We create better communities, motivated by our Christian worldview, accepting that business and social responsibility go hand in hand.

Mission

To create holistic Specialist Medical Centres that provide an optimal healthcare experience.

Unique Selling Point

Cornerstone creates end to end specialist medical facilities that thrive.

How are you positioned differently?

For Specialist Healthcare Providers looking to build their business by engaging their referral base using synergy and collaboration for an optimal patient experience, Cornerstone Building Developments is an end to end facilitator that creates integrated Specialist Medical Centres.

Unlike other builder developers, Cornerstone Building Developments are directly invested in these projects and are passionate about creating and maintaining end to end, synergistic medical facilities that thrive, driving profits.

Brand Archetypes

A brand archetype gives your business a relatable personality — helping your brand stand out and create deeper connections with your ideal customers.

Hero Everyman Caregiver

Jester

Brand Archetypes

Based on the brand attributes, vision & mission established in the workshop, we have identified that Cornerstone embodies the HERO archetype.

“Where there’s a will, there’s a way.”

HeroDetermined, achievement-oriented & focused, strong sense of social responsibility.

Other Hero Brands: Nike, BMW, Tag Heuer, Red Cross, FedEx

The Hero customer is tenacious, achievement-oriented & competitive. They have a strong desire to develop and drive for success. Hero brands use bold colours and powerful imagery to capture attention and idealistic, challenging or noble language to inspire their customers.

Hero

“Where there’s a will, there’s a way.”

Determined, achievement-oriented & focused, strong sense of social responsibility.

Other Hero Brands: Nike, BMW, Tag Heuer, Red Cross, FedEx

Stylescape

A curated and stylised collection of influences that indicate a style and direction we think would suit your brand.

Mark Of Excellence

Capital Foundation

Modular Identity

Modular Identity

Capital Foundation

Creatives with a greater purpose.

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