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How do you ensure your business initiatives are effectively establishing, promoting and communicating your brand promise? Ask yourself the 10 questions below to achieve branding success.
- Employees and customers know the one word that your brand occupies in consumers’ minds.
- Customers know what to expect from your brand.
- Employees can clearly articulate your brand statement.
- Your employees and customers know where your brand is positioned in the marketplace.
- Your brand is clearly differentiated from the competition and employees and customers can articulate what that difference is.
- Your employees are trained on an ongoing basis to know your brand’s image, message and promise and understand how to portray that message and promise as brand ambassadors.
- Your marketing initiatives consistently deliver the brand’s image, message and promise.
- Your company invests a portion of its budget on brand marketing initiatives.
- Business decisions are evaluated for brand-worthiness. In other words, business decisions are evaluated to ensure they are consistent with the brand image, message and promise.
- Your company employs branding experts who are responsible for maintaining the consistency and integrity of your brand (e.g., a Chief Brand Officer and staff).
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