Brand Assessment Tool
Instructions
Use this tool to analyze your organization's capabilities and ability to execute a succ...
Brand Assessment Tool
Weighting Scale
Brand Strategy

Brand Alignment

Brand Communication

Brand Execution

Total

25%

2...
Brand Assessment Tool
Brand Strategy
Level of Compliance

Description of Best Practices
1

Strongly Agree
Strongly Disagre...
Branding Dimensions

Branding Effectiveness Diamond

Level

Brand Strategy

Brand Strategy

3.6

5.0
4.0
3.0

Brand Alignm...
Brand Assessment Tool
Branding Dimensions

Scores

Recommendations

Brand Strategy
My company's product or service has a s...
Demand Metric had the pleasure of collaborating with expert branding consultant Sandra Sellani of The Sellani Group in the...
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Brand Assessment Tool

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http://flevy.com/browse/business-document/brand-assessment-tool-438

Use the Brand Assessment Tool to evaluate your organization from a branding perspective. This is a beneficial tool to utilize when conducting a self-assessment audit.

In the Brand Assessment Tool, the first step is to rate your compliance with best practices across the following key dimensions:
*Brand Strategy
*Brand Alignment
*Brand Communication
*Brand Execution

In the self-assessment tab, you will find a series of examples of best practices. After you have rated your company in the self-assessment tab, you will be provided with a visual representation of your score. You will also be provided with high-level recommendations for ways to improve upon areas where your company did not rate as well.

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Brand Assessment Tool

  1. 1. Brand Assessment Tool Instructions Use this tool to analyze your organization's capabilities and ability to execute a successful branding program. 1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs. 2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice. 3. Check the "Results" tab to identify your level of maturity in each category. 4. View the "Recommendations" tab for actionable advice on how to improve your capabilities. 5. Learn more about The Sellani Group and their best-selling book What’s Your BQ? (Brand Quotient™) in the "About Author" tab.
  2. 2. Brand Assessment Tool Weighting Scale Brand Strategy Brand Alignment Brand Communication Brand Execution Total 25% 25% 25% 25% 100%
  3. 3. Brand Assessment Tool Brand Strategy Level of Compliance Description of Best Practices 1 Strongly Agree Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree Strongly Agree Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree Strongly Agree Strongly Disagree Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 I am building every level of the organization - operations, finance, marketing, administration, pricing - around the brand. Agree 2 I am using my company's strengths to their fullest, in every level of the organization. Somewhat Agree 4 1 My point of differentiation is difficult for my competitors to imitate. Disagree 3 5 I have proprietary methods, technologies or other elements which other companies do not. 2 1 I have a plan to help my brand survive if it is imitated by competitors. Strongly Disagree 5 I have a clear understanding of my competitors' brand strength and weaknesses. Strongly Agree 1 I regularly review my points of differentiation to ensure that they are not being imitated by my competitors. Agree 5 The value of my product or service does not show a current threat of being outdated by new products or technologies. 4 1 I can summarize my brand essence in one word and one statement – so can most of my clients (i.e., Volvo = Safety, Nike = “Just Do it”). If so, give yourself a 5. 3 Notes/Comments Disagree Somewhat Agree Score Strongly Disagree 2 5 My company's product or service has a strong point of difference from my competitors' product or service. Strongly Agree 2 5 3 4 1 4 5 3 4 5 Brand Alignment Level of Compliance Description of Best Practices 1 Agree Strongly Agree Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 My employees can articulate or demonstrate how our offering differs from the competition. (Note: if you are a salesperson or a one-man operation, rank this on how it applies to you. Somewhat Agree 4 1 Employee reviews include reinforcement and rewards for supporting, communicating and championing the brand. (If you are a salesperson or a 1-man operation, give yourself a "5" for this. 3 Strongly Disagree 2 My sales staff communicates our differentiation to the client in a consistent manner to show competitive advantages (Note: If you are a salesperson or a one- 3 man operation, rank this on how it applies to you.) 4 Somewhat Agree Agree Agree Strongly Agree Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 2 Strongly Disagree Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 2 Strongly Disagree Disagree 3 Somewhat Agree 4 Agree 5 I am not the low price leader in my category. Somewhat Agree 4 2 Disagree 3 5 My management team makes decisions based on whether or not it will support or negate the brand. (Note: if you are a sales person or a on-man organization, rank this on how it applies to you.) 2 1 My management team buys into the brand offering and actively incorporates it into their daily operations. (Note: If you are a salesperson or a one-man organization, rank this on how it applies to you.) 3 Strongly Disagree 5 I incorporate feedback from prospects, customers, vendors and the media to improve my offering. 1 Strongly Agree 1 I regularly survey my customers to ensure that I am providing a product or service that is valuable and relevant. 2 Disagree 5 Customers buy from me not just for the product but for a unique experience they get when using the product. Notes/Comments Disagree 5 My brand is linked to my business's vision statement, culture, values and overall strategy. Score Strongly Disagree 2 Strongly Agree 1 4 2 3 2 1 Brand Communication Level of Compliance Description of Best Practices 1 Strongly Disagree Disagree 3 Somewhat Agree Agree Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree 1 The quality of my marketing materials are equal to or greater than the quality of my services. Strongly Agree 5 I have and enforce a graphic branding standards manual that explains how each element of my brand should be dealt with in the operation of the business (i.e., colors of logo, layout of graphics on stationery, font sizes to be used) to ensure that all graphic elements of my brand are consistent. Agree 4 I leverage my brand with publicity and regular contacts with the media. Somewhat Agree 4 2 All marketing materials - print, electronic, web - have continuity in their colors, images, and messaging. 3 1 My company is free of scandal and negative publicity. Disagree 5 My marketing materials clearly communicate my companies brand and points of competitive differentiation. Strongly Disagree 2 Disagree 3 Somewhat Agree 4 Agree 5 Strongly Agree Score Strongly Disagree 2 1 2 1 1 1 1 Notes/Comments
  4. 4. Branding Dimensions Branding Effectiveness Diamond Level Brand Strategy Brand Strategy 3.6 5.0 4.0 3.0 Brand Alignment 2.1 2.0 1.0 Brand Execution Brand Communication Brand Execution 4.3 Overall Weighted Average (out of 5) 2.8 0.0 1.3 Brand Communication Brand Alignment
  5. 5. Brand Assessment Tool Branding Dimensions Scores Recommendations Brand Strategy My company's product or service has a strong point of difference 2 Determine what you do that you competitors do not and reinforce that message regularly. My clients & I can summarize my brand in one word & one statement 5 0 The value of my product/service does not show a threat of being outdated 3 Look at industry trends and stay ahead of the curve or risk obsolescence. I regularly review my points of differentiation 4 0 I have a clear understanding of competitors' brand strength & weaknesses 1 Analyze you top five competitors and their perception in the marketplace. I have a plan to help my brand survive if it is imitated by competitors 4 0 I have proprietary methods, technologies or other elements 5 0 My point of differentiation is difficult for my competitors to imitate 3 Products & services can be imitated - brands cannot. Sell the value of the brand, not the product. I use my company's strengths to the fullest, in every level of the org. 4 0 I am building every level of the organization around the brand 5 0 My brand is linked to my vision statement, culture, values & strategy 2 Branding is a function of the corporation, not just the marketing department. Tie it into overall corporate objectives. Employee reviews include rewards for championing the brand 1 Add a line item to your employee performance process to enforce good branding behavior throughout the organization. Employees can articulate how our offering differs from the competition 3 Every employee should know what makes your company different in the market. Ask them and see if they do. Sales staff communicates our differentiation in a consistent manner 2 Branding is often diluted when every member of the sales team gives different messages. Ensure consistency in the sales, presentation and RFP process. Customers buy for a unique experience they get when using the product 1 Customers don't buy products, they buy brands, because branding transcends the transaction itself. I regularly survey my customers 4 0 I incorporate feedback from prospects, customers, vendors and the media 2 Let your stakeholders know that you value their opinions and when you've made changes as a result. My management team buys into the brand offering 3 If everyone on the team does not support the brand, you will dilute your own branding efforts. Management makes decisions based on support or negate of the brand 2 Branding should be kept in mind during all decision making processes - not just decisions involving marketing. I am not the low price leader in my category 1 If people are paying more for your services, chances are they see a point of differentiation. Don't just ask if they're buying, ask why they're buying from YOU instead of your competition. My marketing materials clearly communicate my companies brand 1 Every marketing piece should communicate your point of differentiation and brand identity. My company is free of scandal and negative publicity 2 Brands take years to build and moments to destroy. when the unexpected happens. All marketing materials have continuity 1 Put all of your materials on a table - they should all look like they came from the same company, have consistent messaging, imaging and quality. I leverage my brand with publicity and regular contacts with the media 1 Keep on good terms with the media. Become a resource to them for issues in your industry - even if the story they're covering is not on you per se. I have and enforce a graphic branding standards manual 1 A branding standards manual is essential to ensure brand consistency companywide. Get help from a brand strategist or designer to create one. Quality of marketing materials are equal or greater than quality of services 1 Is your service elegant? Earthy? Sophisticated? Humorous? Make sure your materials reflect the personality and quality of the brand. Sales team does not create/customize materials in a way that alters brand 2 Ensure that all sales materials are consistent - sales people will create their own, often diluting the brand message. Management team reinforces brand in staff meetings & interactions 2 Every manager should regularly refer to how their department is supporting the overall brand experience in the company. My messages, ads, graphics and colors have remained consistent 1 Don't change your imagery, tagline or messaging on a whim. Consumers want consistency. Define your brand and stick with it. Sales team uses an emotional component to encourage and reinforce brand 1 People usually buy because of an emotional component. Find the emotion in the transaction that goes beyond the product or service. My company's phone is answered by a pleasant, knowledgeable individual 4 0 I understand that brand exists in the minds of my customers & prospects 5 0 My company resolves customer service issues promptly and efficiently 3 Clients don't get angry with you for making mistakes; they get angry when you don't own up to your mistakes or try to fix them in a timely manner. I receive superior customer satisfaction ratings when I survey customers 4 0 Offerings are kept relevant by monitoring tech, markets and customers 5 0 My company’s products are delivered consistently 4 0 My client's interaction with my product, services and employees is positive 3 Make your clients feel they're value not just by what you offer but by how you deliver it. My product or service is easy to use, find or access 5 0 My clients regularly refer others to my company 5 0 My clients do not flip back and forth between me and my competitors 5 0 Brand Alignment Brand Communication Have a PR crisis plan to deal with the media Brand Execution
  6. 6. Demand Metric had the pleasure of collaborating with expert branding consultant Sandra Sellani of The Sellani Group in the creation of this assessment. Following is a brief biography of Sandra Sellani: Author, consultant, speaker and trainer Sandra Sellani is Principal of The Sellani Group Brand Strategists, a full-service Newport Beach, California based consultancy. The Sellani Group helps companies build, leverage and maximize the value of their brands by focusing on their strongest point of competitive differentiation. The group enables companies to get their marketing and branding right the first time with one simple rule: Strategy Before Creative. To this end, Sandra develops a brand plan that is fully integrated with the overall corporate plan to ensure that company branding is leveraged throughout the organization - in creative elements such as marketing materials and at every client touch point throughout the organization. Her proprietary programs include: The One-Day Brand Strategy Session™ to help companies define and optimize their brand, The Brand Quotient Test™, a corporate brand diagnostic and metric tool, The Executive Brand Quotient Assessment™, a comprehensive tool that combines individual behavioral traits with branding methods for executives in transition who want to develop or change their own personal brands. The 60-Minute Strategic Plan® a method that enables company employees at every level to create well-organized strategic plans for projects within their respective departments. Upon creation of a strategy, the firm provides all creative elements of a full service design and marketing firm including: logos and corporate identity packages, websites, brochures, and other collateral material, public relations and social media campaigns. Her award-winning book, What’s Your BQ? (Brand Quotient™) launched to #12 in Marketing , # 7 in Branding and #2 in Product Management on Amazon.com. The book was named, Winner, Non-Fiction, DIY Book Festival and received an Honorable Mention, Non-Fiction, in the London Book Festival. Sandra has been interviewed and featured for her brand expertise in media including: Sales & Service Excellence Magazine, Yahoo! Finance, The National Association of Realtors Online Magazine, SmartMoney.com, Investor’s Business Daily and Moodley Brand Identity, one of Austria’s leading brand agencies. Sandra speaks to organizations, CEOs, senior level executives and entrepreneurs nationwide on how to build powerful, inimitable brands. Sandra is an active member of the Orange County Association of Strategic Planning and NAWBO (National Association of Women Business Owners). She is an executive MBA from Pepperdine University, Malibu, California. For more information, visit www.sandrasellani.com, www.whatsyourbq.com or follow Sandra on Twitter at ssbrand.

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