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Brand Test
Here
is a quick brand test you can perform. It will provide an indication
of the health of your brand.
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Client
Login
Rate the following statements on this scale:
1 = Strongly Agree
2 = Somewhat Agree
3 = Neither Agree Nor Disagree
4 = Somewhat Disagree
5 = Strongly Disagree
1. ______ Your best customers could easily state three things that make you different from the competition
2. ______ If your customers saw one of your current ads or brochures for the first time and your name and logo was covered up, they would still know it was your ad or brochure
3. ______ Your customers don’t negotiate price because they believe they get good value from you
4. ______ Your sales people do not sell based on low price
5. ______ A new prospect who spends 30 seconds with any of your marketing communications will be able to state your brand positioning
6. ______ You consistently communicate your brand values and messages to all stakeholders (not just customers) ie staff, shareholders, suppliers, etc?
7. ______ You get a lot of referral business
8. ______ The person who answers your phone can state the company’s core values
9. ______ Your management team would agree on what is the most important benefit you offer your customers
10. ______ Your brand uniqueness is not one of the following:
a) you are a solutions provider
b) you have the highest quality product
c) you have incredible customer service
d) you will save your customers money
e) you will help your customers be more productive
f) you guarantee satisfaction
Total
Score ______
Below 20 - you have a healthy
brand
20-30 - you need to refocus your brand
30-40 - your brand is not clearly differentiated from
the competition
40-50 - your brand is confusing or nonexistent