Wednesday, January 2, 2013
Your logo is not your brand. It's not your tag line either.
Or your web site, ad campaign or corporate colors.
A brand is a key differentiation around which you deliver a unique value. It’s a promise to customers. It tells people what differentiates you from everybody else and why they should do business with you. And it’s the most valuable thing you own.
Answer these 10 questions to assess whether or not your brand is working as hard as it can for you.
Enter 3 for “Yes”, 2 for “I don’t know”, and 1 for “No.”
1. Have you discovered what differentiates your company from your competitors?
2. Does this differentiation represent a reason to do business you?
3. Can you summarize it in a paragraph? A sentence? A phrase?
4. Does your distinction have value to your clients/customers and prospects?
5. Is this distinction communicated clearly to your clients/customers and prospects?
6. Are all employees in your company aware of this distinction, and is it explained to new hires?
7. Is your distinction clearly communicated in your marketing materials?
8. Is your pricing strategy based on client/customer perceptions of value?
9. Does your brand receive adequate marketing support?
10. Do you use your brand in determining business strategies?
So how did you do?
Your goal is to score 27 or better. You really don’t want to score less than 20. In between, there’s some opportunity there for your brand to work harder than it does.
In any case, this can give you an idea of what you see as your brand strengths and weaknesses.
Read more about Brand Development and our approach to it here.