Do you ever wonder about the strength of your brand? And its impact on your business? Do you monitor it and measure it? Do you evaluate it like you do for your business? If you wanted to know how it’s doing, would you even know what questions to ask? We’ve put together a quick diagnostic test to help CEOs assess when it’s time to for a strategic brand check-up.
Eight Questions to Ask Yourself to Evaluate the Strength of Your Brand
- Does your company have a purpose that your employees live up to every day? Is it meaningfully activated in your corporate strategy, inspiring how your business behaves, driving your brand, and most importantly, emotionally resonating with your employees?
- Does your brand have a distinctive brand positioning that sets it apart from competitors?
- Have you defined the right category for your brand that is right for today and tomorrow?
- Does your brand and product messaging cut through the clutter and resonate with your target audiences beyond just features and benefits?
- Does your company have a corporate narrative that tells your story to all your target audiences in a clear, compelling way? Is it still aligned to the business strategy and vision for the future? Is everyone in the company able to tell the same story?
- Does your company deliver on a clear and compelling brand promise to customers, employees, shareholders, and the world that they experience in a meaningful way?
- Does your company communicate in a characteristic brand voice that’s consistently applied by your people at all levels?
- Does your company have a visual brand identity with clear guidelines for consistent use at every touchpoint?
If you answered no to any of these questions, your brand might need a check-up.
It doesn’t hurt to check the strength of your brand, but it could hurt if you don’t.
For more information on how to evaluate the strength of your brand and understand its impact on your business, check out Fast Forward, an agile way to address your brand at the intersection of your business strategy, marketing efforts, and sales.
Emotive Brand is a San Francisco brand strategy firm that works with leadership teams of high-growth companies to help align business and brand strategy that delivers results.