Brand Stength Test

Brand Strength Test

There are 50 questions in all and to be frank they are not easy. But to use Scott’s favorite phrase, if it was easy everyone would do it!

It will probably take you about 10 minutes to do it, but it will be worth it, even if it just stimulates you to think hard about the questions and their relevance to you and your business.

Grade your answers to the test based on a rating system of 1= false, through 5= true or strongly agree.

1.	We can define our brand in less than a dozen words.	12345
2.	The integrity of the brand guides key management decisions	12345
3.	Everyone in the organization understands what the brand stands for (brand essence) and can clearly communicate it to the customers.	12345
4.	All departments are aware of their role in protecting the brand.	12345
5.	All departments coordinate their branding efforts.	12345
6.	All communication pieces such as logo, brochures, and other public items are coordinated for maximum impact and key employees review and sign off for maximum consistency	12345
7.	The “brand story” is a key part of new employee training	12345
8.	At internal meetings someone is appointed to represent the brand and the customer point of view.	12345
9.	Some one is appointed as the internal “Guardian of the Brand.	12345
10.	Brand strength and condition is formally reviewed on a regular basis.	12345
11.	All of our products are congruent with the corporate brand	12345
12.	There are systems in place to provide every employee continuous feedback from customers	12345
13.	All employees can verbalize the mission (or brand commitment) statement	12345
14.	Senior management understands that a successful brand and incremental shareholder value are synonymous.	12345
15.	At least 25% of my market knows the category is available.	12345
16.	There is a concerted effort to extend a personal relationship to our customers	12345
17.	We are highly aware of how our customers think, their tastes, and how they use our product.	12345
18.	We ask a representative sample of customers and potential customers how they view our brand at least annually.	12345
19.	Improving the transaction process is considered as an on-going, active project.	12345
20.	Customers can and do pay a premium for our product due to the value of our brand	12345
21.	We regularly conduct a S.W.O.T analysis.	12345
22.	We make strive to make continuous improvements to our product and service.	12345
23.	Our quality exceeds most customer expectations…we’re perceived as a value.	12345
24.	Our brand is timeless	12345
25.	Our product and service is unique and difficult to duplicate	12345
26.	Our product is designed to exceed what is generally expected in the category	12345
27.	In our market our product is the brand of choice.	12345
28.	Our brand and marketing are legally defensible	12345
29.	We have a complete profile of our “typical” customer including “a day or week in the life of” scenarios.	12345
30.	Before adopting an annual marketing program we thoroughly review the previous year and determine if it gave a significant ROM (return on Marketing).	12345
31.	We rarely if ever repeat a marketing plan from a previous year.	12345
32.	We regularly search for factors that could unexpectedly affect our business and create back-up plans to meet those contingencies.	12345
33.	We control the way our brand is represented by re-sellers.	12345
34.	We have a set of strict guidelines to control graphic communications including photo representations of the product.	12345
35.	The sales and training departments have input in the marketing program.	12345
36.	Our brand image is consistent in all of the varying types of media we use.	12345
37.	Our position statement is registered.	12345
38.	Our brand is perceived by our customers exactly as we perceive it to be.	12345
39.	Our customers think our product adds value to the overall category that we are competing in.	12345
40.	Our brand value allows us to charge a premium price.	12345
41.	We know exactly what our customers like (or dislike) about our brand.	12345
42.	We know exactly what our customers want our brand to be and are working to deliver.	12345
43.	Our customers can immediately identify our unique promise of value.	12345
44.	During market slow-downs we maintain or increase our marketing.	12345
45.	There is plenty of room to grow in our category by taking brand share.	12345
46.	Our category is growing.	12345
47.	We have both short and long term plans for our brand.	12345
48.	We have one and all employees can repeat our brand commitment statement.	12345
49.	Our marketing and branding programs are based on solid research not anecdotal evidence.	12345
50.	We have created a “Positioning Statement” for our brand.	12345

		© Jack Sims 2008