Brand Worksheet #1
Circle the best description of your company for each line:
1. Large company Small or specialized company
2. Formal Casual
3. Well Established New
4. Fun Subdued
5. Innovative Traditional
6. Economical Expensive
7. Classic Contemporary
Brand Worksheet #2
Assessing where your brand is today:
- Determine all the places your brand touches your customer. Make an exhaustive list.
- Determine all the places your brand touches your internal customer (you and your employees). Make an exhaustive list.
- Conduct customer surveys to find out how the customer views you and your company.
- Evaluate the customer surveys and lists to determine any gaps between what your brand should be and what is currently there.
- Make an action plan to correct and fill the gaps so that your brand is consistent in all areas and all places it makes contact with your customers.
- Does your brand have a well-defined identity?
- How well is your brand known?
- Do customers perceive a meaningful difference between your brand and competitive brands?
- Does your brand offer a distinctive value proposition to all markets?
- Is your brand value proposition an explicit promise to your customers?
- Have you developed a brand system?
- Do you have specific plans to implement and operationalize your brand strategy?
- Do you have someone in charge of the brand who has both responsibility and authority?
- Do you set and measure specific brand objectives to determine brand ROI?
- Do you consistently invest to build long-term brand equity?
Next you will find a number of questions that will help you check on the health of your brand.
TOP TEN QUESTIONS TO CHECK YOUR BRANDS HEALTH*
*Developed in collaboration with Riley Design Associates, LLC and Nelson & Company
Bette Daoust, Ph. D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at http://BizMechanix.com . You may also view her latest publications at http://BlueprintBooks.com . Dr. Daoust also writes for the National Networker http://theNationalNetworker.com .