In just five minutes, this brand assessment will help you diagnose your brand’s strengths and weaknesses. Does your brand have a strong foundation? Is it missing a few key pieces? Or, is your brand in desperate need of a new strategic vision? Complete this 15-point brand audit and find out.
BRAND VISION
Does your current brand reflect who you are, and how you want to be perceived, as an organization? Saying one thing but doing another is a sure-fire way to confuse and frustrate your audience. Aligning your brand strategy with your organization’s mission and vision is essential if you want to build a strong brand. Correct! Wrong!
BRAND VALUES
Does your business have brand values that are well known throughout your organization? What does your organization stand for? How does it accomplish its goals and approach challenges? Your core values should clearly and proudly communicate your organization’s character. Correct! Wrong!
ORGANIZATIONAL ALIGNMENT
Do your employees—at all levels—truly believe in the organization's brand and live it in their interactions with customers?If the people representing your brand don’t believe in what you do or say, neither will your customers or other target audiences, and your business will suffer. Correct! Wrong!
AUDIENCE RESEARCH
Has your organization conducted research to understand key audiences (customers, employees, etc.) and their perspectives of your brand? You can’t know where you’re going if you don’t know where you’ve been, so getting a better idea of how target audiences currently perceive your brand will help guide ongoing brand and marketing efforts. Correct! Wrong!
BRAND PERSONAS
Does your marketing team use brand personas and journey maps to inform communication strategies? Creating personas and journey maps is an essential way to define the different segments of your audience, their high-level wants, needs, motivations, and communication preferences. Correct! Wrong!
BRAND POSITIONING
Has your organization developed a positioning statement and key brand messages? What makes your brand different? What makes your product, service, or approach unique? Understanding how to craft messages that resonate with customers and position your organization will help you stand out from the crowd in your target markets. Correct! Wrong!
BRAND NAMING
Does your brand name—for your organization, service, or product—fit your strategic vision? In addition to having a strong brand name that suits your organization and resonates with customers, you’ll want to make sure that you can shield your name from infringement, copycats, and imitators. Correct! Wrong!
BRAND IDENTITY
Is your organization's brand identity on par with—or superior to—your competitors? Are your marketing materials bright and bold, or clean and approachable? How do you “talk” in brand communications? What kind of imagery do you use? All of these components, and more, work together to create your brand identity. Correct! Wrong!
BRAND GUIDELINES
Does your organization have up-to-date brand guidelines used by employees and partners? Maintaining a consistent presentation of your brand is critical to creating recognition, shaping favorable perceptions, and gaining market share. Brand guidelines help ensure that everyone has the tools and confidence to properly implement your brand. Correct! Wrong!
BRAND TRAINING
Does your organization provide brand training for your employees and partners? Your employees are your most important brand ambassadors. They’re the ones interacting with customers and upholding your organization's values. Training helps them understand your brand, your vision, and your beliefs, and makes it easier for them to do their jobs. Correct! Wrong!
BRAND IMPLEMENTATION
Is your organization’s brand implemented consistently across every touchpoint between you and your audiences? Presenting your brand in a cohesive way is crucial as customers interact with your website, emails, social media, print materials, and employees. Consistency will help build relationships and trust with customers, and solidify your brand identity. Correct! Wrong!
WEBSITE EXPERIENCE
Does your organization’s website properly reflect your brand while nurturing ongoing interactions with audiences? Your website is like an employee that works 24 hours a day. It’s often the first interaction customers will have with your brand as they search for solutions to their problems or answers to their questions. Make sure it aligns with your brand. Correct! Wrong!
BRAND CONTENT
Does your organization create content to share your story and shape perceptions about your brand? Regularly publishing content is the best way to establish your brand as an industry thought leader while sharing your brand story. New content demonstrates expertise, keeps your brand top-of-mind with customers, and increases your rankings in organic online searches. Correct! Wrong!
BRAND PERFORMANCE
Are your branding efforts performing up to a level necessary to achieve your organization’s goals? No brand is perfect. But successful brands know how to analyze the performance of their brand and marketing efforts to make improvements as they move forward. If your marketing is falling short of expectations, there’s a good chance the problem lies within your brand. Correct! Wrong!
BRAND GOVERNANCE
Does your organization regularly conduct audits to ensure your brand is properly implemented and protected? As your brand grows, so do the opportunities for inconsistent brand implementation. Creating a brand governance strategy can help to minimize these occurrences and maintain a strong brand reputation. Correct! Wrong!
15-Point Brand Assessment
F
Don’t panic (at least not yet). Many organizations are in your shoes, and creating a strong brand is an ongoing process, even for heavyweights like Nike, Coca-Cola, and Amazon. The good news is that you've conducted a brand assessment. That means you’re obviously thinking about your brand, or you wouldn’t be here.
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D
You’ve got some of the essential building blocks in place, but there’s plenty of room for growth. Successful brands aren’t created overnight. They grow and evolve over time with thoughtful strategy, a unique brand identity, and consistent implementation.
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C
Believe it or not, you’re in better shape than most organizations. Now it’s time to get serious and take a closer look at what opportunities your brand has for growth, and what aspects of your brand might be holding it back from reaching its potential.
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B
Your brand is pretty solid. With a little fine tuning and help from our brand experts, you can easily take it to the next level and create a fully cohesive brand experience.
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A
Wow! Your brand has all of the right pieces in place, but no successful brand ever rests on its laurels. Keep pushing your brand forward and you’ll distance yourself from the competition while endearing your brand with customers and employees.
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