Brand Assessment Tool

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Brand Assessment Tool

  1. 1. Brand Assessment ToolBranding Dimensions Scores RecommendationsBrand StrategyMy companys 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 0The value of my product/service does not show a threat of being 3 Look at industry trends and stay ahead of the curve or risk obsolescence.outdatedI regularly review my points of differentiation 4 0I have a clear understanding of competitors brand strength & 1 Analyze you top five competitors and their perception in the marketplace.weaknessesI have a plan to help my brand survive if it is imitated by competitors 4 0I have proprietary methods, technologies or other elements 5 0My 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 companys strengths to the fullest, in every level of the org. 4 0I am building every level of the organization around the brand 5 0Brand Alignment Branding is a function of the corporation, not just the marketing department. Tie it into overallMy brand is linked to my vision statement, culture, values & strategy 2 corporate objectives. Add a line item to your employee performance process to enforce good branding behavior throughoutEmployee reviews include rewards for championing the brand 1 the organization. Every employee should know what makes your company different in the market. Ask them and see ifEmployees can articulate how our offering differs from the competition 3 they do. Branding is often diluted when every member of the sales team gives different messages. EnsureSales staff communicates our differentiation in a consistent manner 2 consistency in the sales, presentation and RFP process.Customers buy for a unique experience they get when using the product 1 Customers dont buy products, they buy brands, because branding transcends the transaction itself.I regularly survey my customers 4 0I incorporate feedback from prospects, customers, vendors and the 2 Let your stakeholders know that you value their opinions and when youve made changes as a result.mediaMy 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. Branding should be kept in mind during all decision making processes - not just decisions involvingManagement makes decisions based on support or negate of the brand 2 marketing. If people are paying more for your services, chances are they see a point of differentiation. Dont justI am not the low price leader in my category 1 ask if theyre buying, ask why theyre buying from YOU instead of your competition.Brand CommunicationMy marketing materials clearly communicate my companies brand 1 Every marketing piece should communicate your point of differentiation and brand identity. Brands take years to build and moments to destroy. Have a PR crisis plan to deal with the media whenMy company is free of scandal and negative publicity 2 the unexpected happens. Put all of your materials on a table - they should all look like they came from the same company, haveAll marketing materials have continuity 1 consistent messaging, imaging and quality. Keep on good terms with the media. Become a resource to them for issues in your industry - even ifI leverage my brand with publicity and regular contacts with the media 1 the story theyre covering is not on you per se. A branding standards manual is essential to ensure brand consistency companywide. Get help from aI have and enforce a graphic branding standards manual 1 brand strategist or designer to create one.Quality of marketing materials are equal or greater than quality of Is your service elegant? Earthy? Sophisticated? Humorous? Make sure your materials reflect theservices 1 personality and quality of the brand.Sales team does not create/customize materials in a way that alters Ensure that all sales materials are consistent - sales people will create their own, often diluting thebrand 2 brand message. Every manager should regularly refer to how their department is supporting the overall brandManagement team reinforces brand in staff meetings & interactions 2 experience in the company. Dont change your imagery, tagline or messaging on a whim. Consumers want consistency. DefineMy messages, ads, graphics and colors have remained consistent 1 your brand and stick with it.Sales team uses an emotional component to encourage and reinforce People usually buy because of an emotional component. Find the emotion in the transaction that goesbrand 1 beyond the product or service.Brand ExecutionMy companys phone is answered by a pleasant, knowledgeable 4 0individualI understand that brand exists in the minds of my customers & 5 0prospects Clients dont get angry with you for making mistakes; they get angry when you dont own up to yourMy company resolves customer service issues promptly and efficiently 3 mistakes or try to fix them in a timely manner.I receive superior customer satisfaction ratings when I survey 4 0customersOfferings are kept relevant by monitoring tech, markets and customers 5 0My company’s products are delivered consistently 4 0My clients interaction with my product, services and employees is 3 Make your clients feel theyre value not just by what you offer but by how you deliver it.positive
  2. 2. My product or service is easy to use, find or access 5 0My clients regularly refer others to my company 5 0My clients do not flip back and forth between me and my competitors 5 0
  3. 3. Brand Assessment ToolWeighting Scale Brand Strategy Brand Alignment Brand Communication Brand Execution Total 25% 25% 25% 25% 100%
  4. 4. Brand Assessment ToolBrand StrategyDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeMy companys product or service has a strong point of difference from mycompetitors product or service. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI can summarize my brand essence in one word and one statement – so can most ofmy clients (i.e., Volvo = Safety, Nike = “Just Do it”). If so, give yourself a 5. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe value of my product or service does not show a current threat of being outdatedby new products or technologies. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI regularly review my points of differentiation to ensure that they are not beingimitated by my competitors. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI have a clear understanding of my competitors brand strength and weaknesses. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI have a plan to help my brand survive if it is imitated by competitors. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly DisagreeI have proprietary methods, technologies or other elements which other companies donot. 5
  5. 5. 2 DisagreeI have proprietary methods, technologies or other elements which other companies donot. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeMy point of differentiation is difficult for my competitors to imitate. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI am using my companys strengths to their fullest, in every level of the organization. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI am building every level of the organization - operations, finance, marketing,administration, pricing - around the brand. 3 Somewhat Agree 5 4 Agree 5 Strongly AgreeBrand AlignmentDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeMy brand is linked to my businesss vision statement, culture, values and overallstrategy. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly DisagreeEmployee reviews include reinforcement and rewards for supporting, communicating 2 Disagreeand championing the brand. (If you are a salesperson or a 1-man operation, giveyourself a "5" for this. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly DisagreeMy employees can articulate or demonstrate how our offering differs from the 2 Disagreecompetition. (Note: if you are a salesperson or a one-man operation, rank this on howit applies to you. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly DisagreeMy sales staff communicates our differentiation to the client in a consistent manner toshow competitive advantages (Note: If you are a salesperson or a one-man operation,rank this on how it applies to you.) 2
  6. 6. My sales staff communicates our differentiation to the client in a consistent manner to 2 Disagreeshow competitive advantages (Note: If you are a salesperson or a one-man operation,rank this on how it applies to you.) 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeCustomers buy from me not just for the product but for a unique experience they getwhen using the product. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI regularly survey my customers to ensure that I am providing a product or servicethat is valuable and relevant. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI incorporate feedback from prospects, customers, vendors and the media to improvemy offering. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly DisagreeMy management team buys into the brand offering and actively incorporates it into 2 Disagreetheir daily operations. (Note: If you are a salesperson or a one-man organization,rank this on how it applies to you.) 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly DisagreeMy management team makes decisions based on whether or not it will support or 2 Disagreenegate the brand. (Note: if you are a sales person or a on-man organization, rank thison how it applies to you.) 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI am not the low price leader in my category. 3 Somewhat Agree 1 4 Agree 5 Strongly AgreeBrand CommunicationDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly DisagreeMy marketing materials clearly communicate my companies brand and points ofcompetitive differentiation. 1
  7. 7. 2 DisagreeMy marketing materials clearly communicate my companies brand and points ofcompetitive differentiation. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeMy company is free of scandal and negative publicity. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeAll marketing materials - print, electronic, web - have continuity in their colors,images, and messaging. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeI leverage my brand with publicity and regular contacts with the media. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly DisagreeI have and enforce a graphic branding standards manual that explains how each 2 Disagreeelement of my brand should be dealt with in the operation of the business (i.e., colorsof logo, layout of graphics on stationery, font sizes to be used) to ensure that all 3 Somewhat Agree 1graphic elements of my brand are consistent. 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe quality of my marketing materials are equal to or greater than the quality of myservices. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree
  8. 8. Branding Dimensions Level Branding Effectiveness DiamondBrand Strategy 3.6 Brand Strategy 5.0 4.0Brand Alignment 2.1 3.0 2.0 1.0 Brand Execution 0.0 Brand AlignmentBrand Communication 1.3Brand Execution 4.3 Brand CommunicationOverall Weighted Average (out of 5) 2.8

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