The short definition of a brand is a claim of distinction. Without distinction, your company and products could be considered Brand X, generic, or worse, a commodity. But with distinction customers have a clear reason to choose your company over your competitor. If your customers are getting tattos of your logo you can pass on the test.
Take this simple test to assess your company’s brand.
Scoring—For each statement give a numerical answer:
3 – Yes
2 – Not there yet, but we’re working on it
1 – No
0 – I don’t know
____ You have discovered what differentiates your company from your competitors.
____ Your distinction is recognized by all of your customers.
____ Your distinction has value to customers.
____ All employees in your company are aware of this distinction.
____ New hires are trained to communicate your company’s distinction.
____ Your distinction is communicated clearly to prospects.
____ Your distinction is clearly communicated in your marketing material.
____ Your distinction is scripted and utilized consistently.
____ Your pricing strategy is based on customer’s perception of value.
____ Your brand receives adequate marketing support.
Scoring
26-30—A Congratulations, you are on the path to distinction
16-25—B Good things going on but distinction might be a little blurry.
6-15—C Work needed—your customer perceptions are vague.
0-5—D Take control and hire professional help immediately
Brand Image-Maker
About Ken Gasque
Ken Gasque is a image-maker, marketing planner and designer. Ken works with small companies and Fortune 500 companies who recognize the need to differentiate their products and services to stand out in a cluttered market. Ken is a highly visual, outside-the-box-thinker on advertising, branding and marketing—his work reflects his belief that “We buy with our eyes.” Ken writes and lectures on brands, design, images and brand development.
