Brand Health Check

Brand Health Questions

We are considered to be innovative and keep up-to-date with the technologies and advancements of our time.(Required)
Our brand grows rapidly compared to competitors.(Required)
We have enough marketing budget to occupy and hold our brand’s position.(Required)
We understand and believe in the organizational vision.(Required)
We understand what our brand stands for.(Required)
We know who we are targeting.(Required)
Our brand is consistent.(Required)
Our brand is visually consistent.(Required)
Our brand behaves consistently.(Required)
Our brand is considered a high quality brand.(Required)
Our brand meets the needs of targeted customers.(Required)
It is very important to deliver what your organization has to promise. Your brand pillars and promises must be aligned. Unfortunately, it seems that you struggle in the Delivery aspect. Your brand has a distinctive personality from its image and promises which disconnected the customers and their needs from the brand. Strong brands create value by building emotional bonds with customers, as done by Volvo, Kleenex and Google. Your primary focus should be to create emotional bonds by connecting your promises with your brand image across all communication channels. Simply deliver exactly what you promise, not less. || Your main strength is in the Delivery aspect. Your brand pillars and promises match up and are well communicated across all channels. You have created an emotional bond with the customer and deliver exactly what you promise to offer. This may suggest that you have reached perfect harmony as Volvo, Kleenex and Google have done. But as they say, there is no such thing as perfect. Look into utilizing necessary tools and technological solutions to give a further rhythm to your harmony and unlock more opportunities for your customers to experience.
We prioritize and improve customer satisfaction.(Required)
We are highly engaged in the market place and gain new customers frequently.(Required)
Brand engagement goes hand-in-hand with customer engagement. Engaged customers translate to increased revenues, profitability and market share. Unfortunately, you are struggling in the Engagement aspect. Your main focus should be making your brand matter. This is by clearly communicating with your customer base and market in an understandable yet compelling fashion. Social media has given a new meaning to word-of-mouth marketing and the ability to interact with customers and build relationships. But there is nothing to worry about! Even big brands have hit some pitfalls in this aspect, just look at British Airways and Target. || Your main strength is in the Engagement aspect. You are passionate about your brand and this has been shown with the way you communicate and interact with customers. You have built relationships in new ways and understand that Social media has given a new meaning to the word-of-mouth marketing. Your brand matters to your employees, your customers and your bottom line. But this shouldn’t stop you from looking into partnerships, new tools and technological solutions to further increase revenue, profitability and market share, as done by; Netflix, Footlocker and Starbucks.
Our communication is consistent across all channels.(Required)
Our communication content is understandable and compelling to customers.(Required)
We have a very good perceived position amongst customers.(Required)
We have a high online following.(Required)
Your brand does not seem to be memorable, easily recognizable or superior in quality. This is an obvious struggle in the Equity aspect. Your brand should become an asset. To transfer this in the market place, you must focus on customer loyalty. The kind of loyalty that makes all your products and services favorable in the minds of customers against competitors, even through they could get a similar product or service for less. Equity refers to a value premium that your organization generates even when compared to a generic equivalent. Linking the brand to its position, the customers’ needs, innovation and liking is vital at this point. Unfortunately, some big brands have suffered from this and have deeply fallen into this pitfall, as; Nokia, Forever21 and Kodak. || Your main strength is in the Equity aspect. You created a value premium that surpasses all other generic equivalents. Your customers are willing to pay whatever price for your products and services although they can get it less from your competitors. You have created a great brand positioning and understand what your customer wants and needs. But every organization has to stay up-to-date with the latest trends. To take this a step further, look into tools and technological solutions as Tylenol, Starbucks, and Porsche do.
Our brand is considered highly favorable amongst customers.(Required)
Our brand owns the position we want.(Required)
Our brand position is very similar to competitor brands in the market place.(Required)
Unfortunately, your brand doesn’t occupy a distinctive place in the mind of the market place. This is a clear struggle in the Positioning aspect. Speaking of clear, your brand should have a clearly unique association with your competitors while maintaining relevance to the needs of customers. In other words, you should focus on describing how the brand is different from your competitors and where, or how it sits in customers’ minds. This can be conveyed through a variety of means but should also keep in mind the innovations needed to keep up with the needs, requirements and current trends of your targeted audience. It is sad to say, but major brands have suffered from this pitfall, as; Blockbuster, Polaroid and Toys R Us. || Your main strength is in the Positioning Aspect. You have kept relevance with the needs, requirements and currents trends of the customers and the market place. You have created a clear and distinct association with competitor brands and have credibly and consistently communicated this across all channels. You have designed an offering and image to occupy a distinctive place in the mind of your target market and have conveyed this online and offline. But to take this a step further, it is worth looking into tools and technological solutions as Tesla, Apple and Nike do.
Our position in the market place has long term viability.(Required)
Our internal perception matches up to how the brand is seen in the market place.(Required)
We constantly track and measure our brand and its public reception.(Required)
Reputation is critical in the success and outlook of the brand. This is measured by how your brand is viewed by others. Unfortunately, it seems that you are struggling in the Reputation aspect. Your main focus is to reflect confidence and communicate the offerings of the organization, taking pride to the products and services offered. With the use of social networks, customers are able to easily share their experiences, perceptions and opinions to which you can easily track and measure. No need to worry though, many big brands have hit some pitfalls in this aspect, just look at Philip Morris, KFC and Facebook. || Your main strength is in the Reputation aspect. Your internal perception of your brand is reflected externally and have created a customer base that trusts your brand. You constantly track and measure the public reception of your brand and know what’s going on. You have built a great reputation and this is shown through social networks, sites, discussion forums and platforms to which customers are able to share their experience, perceptions and opinions. To take this a step further, look into tools and technological solutions as Disney, Lego and Microsoft do.
Our brand is considered to be memorable in the minds of customers.(Required)
We have a high rate of return customers.(Required)
We can easily win lost customers back.(Required)
We monitor our competitors and understand what they are doing.(Required)
Your brand tone is directed to your audience. With it you can maintain customers, gain new ones or win lost ones back. Clearly, it seems you are struggling in the Tone aspect. Telling and retelling your brand story needs personality. It needs character. Your main focus should be your brand’s unique perspective and the values it stands for compared to competitors. The flow of your words, the language used, the personality and visuals, all combined make a memorable experience that will distinguish you from others while sustaining an intriguing sense in the minds of your target market. Take a glimpse at what Starbuck, Uber and Coca-Cola do. || Your main strength is in the Tone aspect. You represent your brand’s unique perspective and know what the market wants and needs to maintain customers, gain new ones and win the lost ones back. As a matter of fact, you don’t lose customers at all. Compared to your competitors, your brand stands out. You tell and retell stories in a way that seems intriguing every time. You have a style that also feels true to your brand values and persona. To take this a step further, look into tools and technological solutions as Starbucks, Uber and Coca-Cola do.
Our brand can be instantly recognized in the market place.(Required)
We have the resources to overcome competitor brands and establish a good position in the market place.(Required)
Understanding a brand’s usage helps an organization to realize how it stands out in the market. Instantly recognizing a brand in the market is not as easy as it may seem, it needs resources and tools to overcome competitors and hold a market share. It seems that you struggle in the Usage aspect. Your main focus should be on sales and commercial success. Apart from getting an idea about the customers’ purchase behavior and preferences, the general market share should be taken into consideration. This metric will assist you to lead in your target market as done by Uber, Audi and Netflix. || Your main strength is in the Usage aspect. You have the resources to overcome your competitors and use them wisely to hold a recognizable position and market share. You focus on sales and commercial success. You continuously analyze customers’ purchase behaviors and preferences and transform this data into quantifiable data. You take the general market share into consideration and base your research and development upon analytical results. To take this a step further, look into tools and technological solutions as Uber, Audi and Netflix do.
We keep sales front of mind and measure commercial success.(Required)