help in defining a "brand strategy" and tone of voice.

Mission/story Creativity, learning and development are the core values of our brand. This enables us to constantly investigate what we can improve and to never stop experimenting. As we believe there is no end to our journey of perfectly recreating reality, our mission is to market products which are the best for everyone who loves music - regardless of their taste. In order to be able to create products that redefine high-end audio standards we take small steps of improvement from the moment we delivered a product so that the next product we develop results in a unique break-through in sound quality. We are, therefore, not bothered with conventional business rules of marketing new products every given period at the lowest cost price, as the only rule applicable on marketing new products in our brand is that it should be a true milestone of our journey. [We believe an audio system is meant to perfectly reproduce music as the recording artist(s) intended it, without adding to or distracting any of its original sound. For us, recreating (this) reality is a never ending journey; as technology and our level of knowledge develops, our definition of perfection develops too. Our products are milestones of this never-ending journey, for at the very moment of completing the development of a product, we were convinced - given the highest standards of technology and knowledge of that moment - it recreated reality as perfect as possible.] Vision/goal ..... Target Audience Audiophile Tech-Enthusiasts Male Looking for quality and reliance Brand Personality Trustworthy / Loyalty Value tradition but always look forward Consistent quality Unique selling points One-of-a-kind technology Long history / experience Production at home in Germany Dependable