How healthy is your brand strategy?
This short brand strategy healthcheck comprises 10 illuminating questions taken from the full version I use for my consulting clients. It will give you an instant topline assessment of the health of your brand strategy.
First, please tell us who you are
Ready? Let's get started!
Please answer these series of yes or no questions candidly... they're intentionally polarising to force choice...so be honest with yourself if you want a meaningful result 🙂
Do you have a clear understanding of how your brand is perceived by your customers/stakeholders?
Do you really know what people are saying about your brand when you're not there?
Do you know precisely what you want your brand to stand for in stakeholders' minds?
Think about this question carefully; it's not the same as the first question.
Does your brand have a compelling and differentiating promise?
A promise is an over-arching commitment to a stakeholder - a value proposition to some, but it's a bit more than that...
Do you practice efficient, practical customer segmentation?
Do you identify and market to a number of interest groups in a rich, yet practical way?
Does your brand have a succinct set of rich values or beliefs that reflect your promise and stand you apart from competitors?
That is, not just cost-of-entry values like integrity, quality, excellence etc.
Does what you SAY reflect the reality of what you DO?
Does your brand experience consistently live up to the promise in your communications? At every touchpoint?
Do you have a unique, encapsulating creative idea or rallying cry that inspires and aligns your stakeholders?
NB. This is more than a tagline or catchphrase.
Does the culture of your organisation reflect the desired personality of your brand?
Culture is 'how we do things around here'...does this match your aspirations?
Do you have the right number and type of brands in your brand family to achieve your goals?
This may not be relevant to everyone, but even small companies tend to form sub-brands and offerings that may or may not be optimal.
Do you have a unique Brand DNA that clarifies precisely what your brand stands for, to whom, why and how you go about delivering your promise?
A Brand DNA is a succinct blueprint, unique to your brand, that is a strategic beacon, a guiding star, to direct everything you Do and SAY in order to differentiate your brand in a relevant, compelling and credible way.
Your Brand Strategy Health Score
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