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Give Your Brand a Quick Health Check for 2017

By Ray Baird

If you’re looking for a read on how well your brand is performing, you’ll be interested in this quick test. It’s simple, and will take no more than 10 minutes.

It consists of 10 statements to help you determine your brand strength. No, it’s not scientific, but it will give you a clue as to where you might want to focus and conduct deeper research.

Using a scale from 1-10 (10 being best), assign each statement a number according your assessment of your company’s performance. At the end of the 10 questions, simply add them up. 100 would be the best score possible. You get the picture.

Strategy: (Rate each question using a 1-10 scale: 10 being best)
Our purpose/vision/mission is well-defined and inspiring.
Our brand strategy and position is well articulated and differentiated.
Our leadership team and management tell a unified story.
Our employees understand our story and can clearly articulate our brand message.

Support: (Rate each question using a 1-10 scale: 10 being best)
Our brand voice/messaging is well defined and guidelines are in place.
Our graphic standards are current and being used properly.
Our brand architecture/model is clear and guides our product branding decisions.

Execution: (Rate each question using a 1-10 scale: 10 being best)
Our message to current customers is clear, concise and informative.
Our branding to the external marketplace is on brand.
Our on-line web experience and social media efforts resonate and are on brand.

How did your brand rate? Did you uncover certain areas for improvement? Could you rate each statement?

As I said, there’s no science to this method—it’s a gut check, backed by 30 years of hands-on experience building B2B brands. If you want take an evidence based approach to analyzing your brand, check out the Brand Performance Platform. It’s the leading B2B research methodology that’s being used by top global brands.

Bottom line, keeping close tabs on how your brand is performing is always a good idea—how will you know if your brand is improving if you don’t measure its effectiveness?