find out how healthy your brand is by answering 8 questions in 8 minutes. I like this idea, I hope I also like the answer I receive about my brand.
Here's how it works:
8 questions, 8 minutes, and you can give your brand a quick diagnosis. It's all very simple: read the question and score yourself on a scale of 1- 5, with 5 being "I strongly agree" and 1 being "I strongly disagree." When you're done, add up your score and check the health of your brand. Don't linger too long on each question, remember you only have 8 minutes.
1. I can describe my company’s product or service and key point of difference from competitors, easily and succinctly.
2. I know who my target customers are.
3. I am clear about why my product or service is compelling to my audience. I know my competitive advantage.
4. I can list and describe the values of my brand.
5. I can state the personality of my brand.
6. I can state the positioning of my brand.
7. The brand strategy clearly expresses my company’s business strategy.
8. The brand, as experienced by our customers, aligns with our brand strategy.
30-40
Your brand is strong and successful. You know who you are as a
company—what you do, how you do it and why it matters to your
customers. Your customers know what you stand for, and their perception
is reinforced by each contact with your brand. Your communications,
both internal and external, are clear and consistent. The way you do
business supports your brand, and your brand focuses your employees and
guides your business. Keep up the good work and stay open to new ideas
and insights that will help you stay relevant in the future.
20-29
Your brand has a good foundation, and with a little work can be on its
way to becoming a real asset. Start with the fundamentals and build
from there. Find your weaknesses, look to your employees and customers
for insights, and establish a program for improvement. With some
focused work, you will see great results in a short time.
19 <
Your brand is unfocused and underutilized. Without a clearly defined
positioning or clearly articulated point of difference, you find that
you’re competing mostly on price. Your audience cannot find a
compelling reason to choose your brand over another, and it’s likely
that they think of you as a commodity. Internally, you have employees
with conflicting views of your brand and how they should communicate to
your customers. To get your brand back on track, you’re going to need
to do some heavy lifting. This is the right time to gather key decision
makers for some soul-searching and seek the services of a brand
consultant.
Now, how do you feel about the current state of your brand?
Written by Will Burke, CEO and Creative Director Brand Engine
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