ASSET STEWARDSHIP

Tilden Brand Identity & Positioning Questionnaire

Your input will help define Tilden’s identity, market positioning, customer experience and long-term brand direction. Please answer from the perspective of your role in the project.

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About you

Tell us how you are connected to the Tilden development.

Full name *Email address *Organisation / company *Position / title * Your primary role in relation to Tilden *

Additional role(s) or perspectives (optional)

Select any other roles you need to answer for. Their question sections will be added to this same questionnaire.

Quantity Surveyor perspective

Please answer each question as fully and practically as possible.

From a cost and value perspective, what features or design choices are most likely to strengthen Tilden’s market positioning and perceived quality? *0 characters

Which elements would materially improve the customer, tenant or visitor experience without creating disproportionate cost pressure? *0 characters

Where should the project avoid false economy, because cost-cutting could weaken the brand promise or long-term asset perception? *0 characters

Which value-engineering opportunities could support a stronger, more efficient and still premium Tilden experience? *0 characters

What cost-related trade-offs should the brand and positioning team understand before committing to a market promise? *0 characters

Architect perspective

Please answer each question as fully and practically as possible.

What should people feel, notice or remember when they arrive at, move through and leave Tilden? *0 characters

What architectural idea, spatial experience or design language best expresses the identity Tilden should carry? *0 characters

Which design features are essential to the experience and should become part of the brand story? *0 characters

How should Tilden relate to its site, visibility, surroundings, climate and users in a way that feels distinctive and authentic? *0 characters

What visual or experiential references should the marketing team understand when developing the Brand Identity and CI? *0 characters

Engineer perspective

Please answer each question as fully and practically as possible.

Which engineering or infrastructure features could positively support the Tilden experience, such as access, comfort, convenience, sustainability, safety or reliability? *0 characters

Are there technical constraints that could affect what can honestly be promised in the brand, tenant or customer experience? *0 characters

What practical design or infrastructure decisions could make Tilden easier, safer or more pleasant to use? *0 characters

Which sustainability, resilience or future-proofing elements should be visible or communicated as part of Tilden’s positioning? *0 characters

What technical realities should be translated into simple language for the marketing team so the positioning remains credible? *0 characters

Project Manager perspective

Please answer each question as fully and practically as possible.

What is the clearest current articulation of Tilden’s purpose, target market and intended experience? *0 characters

Which decisions still need to be made before the marketing team can confidently define the Brand Identity, CI and positioning? *0 characters

Where are there gaps, inconsistencies or unresolved assumptions between the owner’s vision, design intent, tenant mix and market-facing story? *0 characters

What project constraints could affect the experience we want to promise, and how should these be framed constructively? *0 characters

How should the professional team, WCE, Alora and marketing team coordinate decisions so that the brand promise remains aligned with delivery reality? *0 characters

What are the most important milestones or decision points that could influence naming, launch messaging, tenant engagement and market communication? *0 characters

What should the marketing team avoid saying, showing or implying until certain decisions are confirmed? *0 characters

What do you believe is Tilden’s strongest positioning opportunity in the market? *0 characters

WCE / Owner perspective

Please answer each question as fully and practically as possible.

Why should Tilden exist, beyond being another property development? *0 characters

Who is Tilden ultimately here to serve: tenants, customers, families, professionals, the surrounding area, investors, or a specific community need? *0 characters

What experience should people associate with Tilden when they visit, work, shop, meet, eat, spend time or do business there? *0 characters

What should Tilden stand for in the market, and what should it never become? *0 characters

What words, feelings or associations would you want people to use when describing Tilden three years after opening? *0 characters

What story should tenants, customers, investors and the public be able to tell about Tilden? *0 characters

Which local, regional or international developments, places or brands best reflect the feeling or standard you have in mind? *0 characters

What are the owner’s non-negotiables for the Brand Identity, CI, tenant mix, customer experience and long-term reputation of the development? *0 characters

Alora perspective

Please answer each question as fully and practically as possible.

What is Alora’s view of the core positioning opportunity for Tilden? *0 characters

How should the Alora Asset Stewardship System help translate the owner’s vision into a credible, investable and marketable brand promise? *0 characters

What is the “Why, What and How” of Tilden as we currently understand it? *0 characters

What needs to be validated through this questionnaire before Braidy and the marketing team develop the Brand Identity and CI? *0 characters

What should the tenant promise be, and how should it differ from a generic retail, office or mixed-use development? *0 characters

What should investors and funders understand about the value-creation thesis behind the positioning? *0 characters

What are the top five issues that could dilute, confuse or weaken Tilden’s market positioning if not resolved? *0 characters

What concise positioning statement should we aim to test through this process? *0 characters

Marketing Team perspective

Please answer each question as fully and practically as possible.

From a market and audience perspective, what is the strongest positioning opportunity for Tilden? *0 characters

Which audiences should the brand prioritise, and what should each audience understand or feel? *0 characters

What proof points, experiences or differentiators would make the positioning credible? *0 characters

Which visual, verbal or category conventions should Tilden embrace or avoid? *0 characters

What information still needs to be confirmed before a strong marketing brief can be finalised? *0 characters

Other Stakeholder perspective

Please answer each question as fully and practically as possible.

From your perspective, what is the strongest positioning opportunity for Tilden? *0 characters

What should Tilden stand for and consistently deliver? *0 characters

What risks, assumptions or unresolved decisions should be addressed before the brand is finalised? *0 characters

What reference, development, place or brand best reflects the direction Tilden should take? *0 characters

Shared positioning questions

These final questions help identify common themes across every discipline.

What is the one word or phrase that best captures what Tilden should become? *0 characters

What is the one experience Tilden must consistently deliver? *0 characters

What should make Tilden different from competing or comparable developments? *0 characters

What should not be compromised, even if budget, timing or leasing pressure increases? *0 characters

If your discipline had to name one thing Tilden should stand for, what would it be? *0 characters

What reference, place, image, brand, phrase or example best reflects the direction you believe Tilden should take? *0 characters

References and supporting material

Upload any mood boards, sketches, plans, examples or other material that supports your answers.

Choose supporting filesPDFs, Office files and images. Maximum 12 MB per file.

I confirm that these responses accurately reflect my current understanding and may be used by Alora, WCE and the appointed professional and marketing teams to shape Tilden’s brand identity and positioning.

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About you

Quantity Surveyor perspective

Architect perspective

Engineer perspective

Project Manager perspective

WCE / Owner perspective

Alora perspective

Marketing Team perspective

Other Stakeholder perspective

Shared positioning questions

References and supporting material

Thank you — questionnaire received