Brand Assessment Questionnaire
Brand Is
Brand is the perception people have of an organization, product, or service. If people know who you are and have an idea of what you do, you have a brand. Whether you know it or not.
Are you being perceived the way you should be?
Brand Happens
Perception changes over time because everything changes over time: markets, competitors, technology, culture, etc.
You are also changing over time.
What are you doing to ensure that outside perception continues to be consistent with who you are?
Brand Matters
Brand is about what people think, how people feel, and the decisions that people make—those things matter.
Do you know what matters to you, and why?
Do you know what matters to them, and why?
Who Cares?
Effective brands appeal to a very specific audience. Nike will happily sell athletic shoes to anyone, but what makes them highly successful is that they know exactly who they are targeting. A deep understanding of your audience is key to building a successful brand.
Have you identified exactly who cares about what you do? Not who “could care” or “might care” but who “really cares”?
Have you identified the right prospect for your product or service?
Facts & Feelings
You want members of your ideal audience to make a specific decision: to buy your product, hire your service, join your organization, or donate to your non-profit.
People make decisions out of an emotional framework and justify those decisions out of a rational framework.
What emotional appeal are you are making to your ideal audience?
Is your emotional appeal supported by a concrete rationale?
Nobody Cares About You
It sounds harsh, but it’s true. People care about themselves and you only matter to them in that context.
Are you busily trying to impress potential clients with your achievements?
Or are you inspiring them to think about what they’ll be able to achieve thanks to your product or service?
Achieve Your Ambition
You’ve got a great thing going.
But elivering exactly the right message to exactly the right people is critical to achieving your ambition.
Are you clearly and comprehensively communicating your brand and messaging strategy throughout your organization?
Brand Is For Everyone
If you have questions about why brand is important, how brand works, or want to learn more about how brand can work for you, we’re ready to talk and to listen.