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Brand assessment & evaluation

How Strong is Your Brand?

Brand Review

Use this assessment as a rough guideline in order to estimate the strength of your current brand strategy.

Step 1 of 21

4%

Do you believe most of your customers feel an emotional connection to your brand/organization?

“Emotional” is maybe a stretch.

Some of them, but the connection is more about utility.

They love us. Deeply.

How well do most of your customers understand what makes you special?

Probably not so well.

An average amount.

Very well.

If you do any form of brand tracking (awareness, favourability, etc.) how are the metrics trending?

In a downward motion.

Pretty much flat.

Going up.

How confident are you in your marketing team’s ability to consistently apply the brand strategy to the work they do?

Not confident at all.

Moderate confidence.

100% confident.

Do people tend to use the brand because they have to or because they want to? Do they ever require encouragement?

Because they have to.

Compliance is decent, but some policing is needed.

They totally want to!

How consistently on-brand is the output of your marketing department?

There’s room for improvement here.

We do better in some areas than others.

We speak in one unified voice.

How strategically focused and aligned is your marketing team across different functional areas?

They’re frankly all over the place.

It varies case to case.

In lock-step completely.

How well does your current brand strategy help you differentiate from competitors?

We are drifting towards commoditization, I fear.

Not as well as it could.

We are unmistakably unique.

How deeply was the brand strategy considered last time your organization’s website was redesigned?

It came up once or twice.

In some areas more than others.

Our website is a great and interactive expression of our brand.

Is there anything about your brand strategy that feels out of date?

It’s got some cobwebs on it, I will admit.

It could use a fresh coat of paint.

Not at all.

Do you personally find your brand strategy useful as a guide for decision-making?

Not really, to be honest.

Sometimes.

Always.

Does your brand strategy allow you to be flexible and nimble while still staying on brand?

It’s like a pair of handcuffs.

Somewhat.

Definitely

Have you ever noticed your business partners trying to stretch the brand into new places?

Always.

On Occasion.

Never.

How often is the brand strategy referred to in corporate-level planning and decision-making?

Never.

On Occasion.

Always

If you ran into your COO in an elevator, could they tell you the essence of your brand strategy unprompted?

Not a chance.

Most of it. On a good day.

Without hesitation. I’m sure of it.

What about your most junior employee? Could they tell you?

No way.

Maybe.

For Sure.

Is your brand strategy actively used in talent recruitment across all departments?

Just in marketing.

Sometimes.

Always.

Is your brand seen as a strong asset that brings significant intangible value to the organization?

Not really.

I see it that way, but others not so much.

Completely.

When you compare your brand strategy to the actual culture of the organization do the two things feel genuinely connected?

Not at all.

Kind of.

For sure.

What does your gut tell you about the strength of your brand strategy?

Nothing good.

It’s on my radar but it’s not fully broken.

I feel great about it.

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