As it’s the start of a new year, it’s a good time to take a look at your business and get things in order for the year ahead – including your company’s brand.
To help you, we’ve put together a free Brand Health Check. Use it to identify what your brand is already doing well and diagnose any specific areas that would benefit from further attention.
It’s a simple questionnaire, with seven multiple choice questions and should take between 2 and 3 minutes to complete. At the end you will be given an instant result and some helpful advice about what to do next, whatever the score.
The questions challenge you on the health of what we call your Brand Foundation. Our model contains seven elements: Purpose, Mission, Positioning, Essence, Values, Personality and Benefits.
We think successful brands thrive because they are built on a firm foundation of clearly articulated understanding that is shared consistently and coherently at every opportunity. Developing your brand foundation is a quest to find the truth and meaning that lies at the heart of your endeavour. You have to take a long, hard look at your organisation and be brutally honest about what you see. It can be challenging, but it is the key to establishing sustainable value – so it is definitely worth it.
The questions also aim to measure the strength of your Online Brand Experience. They investigate how effectively and consistently it is delivered online. Having a well articulated and widely understood brand counts for nothing if it is let down in implementation.
Once completed, you will given an instant score (%) helping you to measure the fitness of your brand. We have set our benchmark at 70%, meaning a score above this suggests your brand is fit and healthy and you are likely to have a discernible brand driven advantage over your competitors.