Brand Health Checkup

The pathway to a healthier brand starts here!

To check the general health of your brand, simply answer all twelve of the following questions, clicking either YES or NO for each question. This should only take a few minutes. Afterwards, you can review your stats below.

 

Do you have a process for defining the needs, interests and habits of your target audience?

YES
NO

 

Are your marketing methods reaching potential customers by placing the right messages in the right place at the right time?

YES
NO

 

Has your company experienced significant growth recently, acquired or merged with another company or network, or expanded service offerings in the market?

YES
NO

 

When you look at the promotional materials from several of your latest marketing campaigns, do you see a consistent underlying theme or message being conveyed throughout?

YES
NO

 

Do you have trouble sleeping soundly the night before you launch a new marketing campaign?

YES
NO

 

Are all the divisions of your company singing the same brand song?

YES
NO

 

Is your brand consistently engaging your customers at all points of contact, meeting their expectations and reinforcing a positive brand experience?

YES
NO

 

Does your organization have a clearly defined brand promise?

YES
NO

 

Do you know what your competition is saying about itself, how that relates to the needs of your clients, and how that affects your efforts to distinguish yourself in the marketplace?

YES
NO

 

Are the key stakeholders in your company in agreement with who you are as a company, where your strengths lie and how you best serve the needs of your customers?

YES
NO

 

As an organization, do you struggle to agree on what makes you remarkable in the marketplace and how you stack up against your competition?

YES
NO

 

Are you happy with your brand’s ability to attract, engage and retain customers in today’s marketplace?

YES
NO

Your brand health score

(Be sure to answer all twelve questions to get a good reading. See below for an evaluation of your score.)

Evaluating your brand health stats

Starting at a neutral 12, final scores can range from 0 to 24. Like a healthy blood pressure or cholesterol measure, the lower your score, the better the measure of your brand’s health. Congratulations if you scored 0!

However, if your score is between 12 and 24, then you may be demonstrating symptoms of brand-fluenza. Your doctor would tell you that your symptoms should not be ignored, which means that you may benefit from a consultation with a brand strategist.

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The importance of a healthy brand

At the heart of every successful business is a healthy, vibrant brand. Having a healthy brand means that a business is meeting the expectations of its customers and providing a satisfying experience at every point of contact it has with its customers.

To meet customer expectations, a company needs to have a thorough understanding of the needs and interests of its customers. It also needs to know the game it plays, what makes it strong and what makes it remarkable in the marketplace. This is where brand fitness starts.

Furthermore, a company must be aligned internally around a set of brand values, with everyone pulling together in the same direction. Only then can a company consistently fulfill the promise it makes to its customers and meet their expectations.

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