The document provides the results of a brand assessment tool for a company. It evaluates the company's brand strategy, alignment, communication, and execution based on best practices in those areas. Overall, the company scored highest in brand execution (4.3) and lowest in brand alignment (2.1), with an overall weighted average of 2.8 out of 5. The assessment identifies several areas for improvement, such as clarifying the brand's point of differentiation, ensuring consistency in marketing materials and sales messaging, and better integrating the brand into employee performance and management decision-making.

1. 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
3 Look at industry trends and stay ahead of the curve or risk obsolescence.
outdated
I regularly review my points of differentiation 4 0
I have a clear understanding of competitors' brand strength &
1 Analyze you top five competitors and their perception in the marketplace.
weaknesses
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
Brand Alignment
Branding is a function of the corporation, not just the marketing department. Tie it into overall
My 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 throughout
Employee 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 if
Employees 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. Ensure
Sales 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 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
2 Let your stakeholders know that you value their opinions and when you've made changes as a result.
media
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.
Branding should be kept in mind during all decision making processes - not just decisions involving
Management 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. Don't just
I am not the low price leader in my category 1 ask if they're buying, ask why they're buying from YOU instead of your competition.
Brand Communication
My 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 when
My 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, have
All 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 if
I leverage my brand with publicity and regular contacts with the media 1 the story they're covering is not on you per se.
A branding standards manual is essential to ensure brand consistency companywide. Get help from a
I 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 the
services 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 the
brand
2 brand message.
Every manager should regularly refer to how their department is supporting the overall brand
Management team reinforces brand in staff meetings & interactions 2 experience in the company.
Don't change your imagery, tagline or messaging on a whim. Consumers want consistency. Define
My 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 goes
brand
1 beyond the product or service.
Brand Execution
My company's phone is answered by a pleasant, knowledgeable
4 0
individual
I understand that brand exists in the minds of my customers &
5 0
prospects
Clients don't get angry with you for making mistakes; they get angry when you don't own up to your
My 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 0
customers
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
3 Make your clients feel they're value not just by what you offer but by how you deliver it.
positive

2. 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

3. Brand Assessment Tool
Weighting Scale
Brand Strategy Brand Alignment Brand Communication Brand Execution Total
25% 25% 25% 25% 100%

4. Brand Assessment Tool
Brand Strategy
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
My company's product or service has a strong point of difference from my
competitors' product or service.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
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 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The value of my product or service does not show a current threat of being outdated
by new products or technologies.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I regularly review my points of differentiation to ensure that they are not being
imitated by my competitors.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I have a clear understanding of my competitors' brand strength and weaknesses. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I 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 Disagree
I have proprietary methods, technologies or other elements which other companies do
not. 5

5. 2 Disagree
I have proprietary methods, technologies or other elements which other companies do
not.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
My point of differentiation is difficult for my competitors to imitate. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I am using my company's strengths to their fullest, in every level of the organization. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I am building every level of the organization - operations, finance, marketing,
administration, pricing - around the brand.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
Brand Alignment
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
My brand is linked to my business's vision statement, culture, values and overall
strategy.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
Employee reviews include reinforcement and rewards for supporting, communicating 2 Disagree
and championing the brand. (If you are a salesperson or a 1-man operation, give
yourself a "5" for this.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
My employees can articulate or demonstrate how our offering differs from the 2 Disagree
competition. (Note: if you are a salesperson or a one-man operation, rank this on how
it applies to you.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
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-man operation,
rank this on how it applies to you.)
2

6. My sales staff communicates our differentiation to the client in a consistent manner to 2 Disagree
show 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 Disagree
Customers buy from me not just for the product but for a unique experience they get
when using the product.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I regularly survey my customers to ensure that I am providing a product or service
that is valuable and relevant.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I incorporate feedback from prospects, customers, vendors and the media to improve
my offering.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
My management team buys into the brand offering and actively incorporates it into 2 Disagree
their 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 Disagree
My management team makes decisions based on whether or not it will support or 2 Disagree
negate the brand. (Note: if you are a sales person or a on-man organization, rank this
on how it applies to you.)
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
I am not the low price leader in my category. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
Brand Communication
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
My marketing materials clearly communicate my companies brand and points of
competitive differentiation. 1

7. 2 Disagree
My marketing materials clearly communicate my companies brand and points of
competitive differentiation.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
My company is free of scandal and negative publicity. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
All 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 Disagree
I leverage my brand with publicity and regular contacts with the media. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
I have and enforce a graphic branding standards manual that explains how each 2 Disagree
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
3 Somewhat Agree 1
graphic elements of my brand are consistent. 4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The quality of my marketing materials are equal to or greater than the quality of my
services.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree

8. Branding Dimensions Level Branding Effectiveness Diamond
Brand Strategy 3.6
Brand Strategy
5.0
4.0
Brand Alignment 2.1 3.0
2.0
1.0
Brand Execution 0.0 Brand Alignment
Brand Communication 1.3
Brand Execution 4.3
Brand Communication
Overall Weighted Average (out of 5) 2.8