Assess Your Brand Identity

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Evaluate your brand identity using our Brand Traits & Attributes Checklist.

Brought to you by PBJumpstart

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IS YOUR BRAND

IDENDITY JAMMIN’?

mailto:[email protected]?subject=Brand%20Identity

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"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." David Ogilvy

Brand identity – it’s the face you show the world every time you

communicate – whether it’s your logo on a product or the way you

answer the phone. It’s far more than a tagline and a couple of corporate colors. A successful brand

identity extends into the way you do

business, behave at every customer touchpoint and even the way you

interact with your employees.

Copyright PBJumpstart 2015 Call 662 988-2166 email [email protected]



+When to assess your brand identity.

Assess your brand identity traits and attributes and see how they stack up against the most successful brands out there.

Assess your brand identity if you haven’t done so in the past 3 years or if:

You’re considering or in process of a re-branding or a brand update.

Sales have decreased or increased significantly.

There’s a competitor or new player in the marketplace eating into your share.

Your brand has grown/shrunk, added or subtracted products or services recently.




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Brand Evaluation InstructionsAnswer the following questions about a successful brand before you evaluate your own. You’ll be able to more easily see where you need improvement.

Before you assess your brand, measure the attributes of an

Apple, Nike or Target. When you compare yourself against the

best, it’s much easier to see where your

brand identity could use improvement.




+Trait: Equity

Would your customers “miss it” if it went away?

Does your current brand identity have built-in equity?

Are you prepared to take the time and effort to ease loyal customers into a new brand identity?




+Trait: Promise

Does it state a clear “WIFT” – What’s In It For Them?

Does your brand identity promise something?

Does it entice prospective customers to want what is promised?




+Trait: Personality

Does it authentically reflect the true character of your business?

Does your current brand identity have a personality?

Is there a disconnect between the perception and reality of your personality?




+Trait: Aspiration

Does it inspire purpose-driven rather than numbers-driven performance?

Does your brand identity inspire employees to fulfill the brand promise to customers? Does it help cultivate

internal “brand champions?”




+Trait: Emotional Appeal

Does your brand identity appeal to an emotion such as happiness, success, ego-fulfillment or even fear?

Can you create emotion-based messaging around it?

Is it an emotion that appeals to your customers?




+Trait: Targeted

Is your brand identity a shotgun aimed at “anybody” or a rifle with a scope aimed at those most likely make you profitable?

Have you done in-depth profiling of your customers’ true personalities?

Is everything about it targeted to help achieve business objectives?




+Trait: Consistent

Is your brand identity consistent with your behaviors, processes, key messages and offerings?

Is it consistent with customer experience and expectations?

Do all employees understand the importance of consistency in messaging?




+Trait: Differentiating

Does your brand identity stand out from competitors as distinct, strong enough, significant enough to be noticed?

Does it declare the reason customers should choose you?

Does it point out what’s unique about you?




+Trait: Specific

Is it specific to your company culture and way of doing business?

Is your brand identity specific to your mission, offerings and audiences?

Does it offer specific benefits to customers?




+Trait: Inviting

Does your brand identity invite customers to “belong to your tribe” – remain loyal to you?

Does it distinguish your tribe from competitors?

Does it attract the best and brightest to your team in recruitment?




+Trait: Narrative

Does it connect with customers in a “works for me” way that inspires action?

Does your brand identity tell a compelling story about your company?

Does it include interesting plots and characters?




+Trait: Reflective

Is your brand identity truly reflective of your company, your mission, your behaviors, your aspirations and your history?

Does it “jive” with what customers would tell others about you?

Do your employees see themselves in it and take ownership of it?




+Trait: Social

Does your brand identity stand up to the demands of social media?

Does it work in the current digital/mobile world?

Is it conversational enough to engage customers?




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Is your brand identity as compelling as that of Krispy Kreme? Is it making customers and perspective customers hungry for your products and services?


“We view the experience of a Krispy Kreme store (where customers watch their donuts being baked behind glass) as the defining element of the brand.” Scott Livengood, CEO, Krispy Kreme



+What defines a brand that has economic value?

Alignment with true corporate culture, business objectives and every marketing effort.

Relevance to core DNA of a company and to all stakeholders including employees.

Measurability against customer acquisitions/retentions and willingness to recommend to others, as well as employee adoption and ability to attract new talent.

A Brand Should Have Economic Value




+How We Can Jumpstart Your Brand Identity

EvaluateAnalyze current brand and competitors’ brands, make recommendations and devise a plan for implementation of rebranding.

PlanCreate a comprehensive written brand strategy to engage customers, meet goals and get results.

DevelopCreate brand narrative, key messaging/key words to keep brand consistent, fresh, purpose-driven and competitive.

DeployDevelop plan for deployment of brand across all assets, create messaging for announcing new brand and help educate customers and employees on brand identity.

ManageCreate metrics for measurement of brand across multiple platforms, analyze successes/failures, recommend incremental changes for improvement.

MaintainHandle social media/email/newsletter functions. Write/post content; monitor comments; report stats: propose adjustments.

Call 662 988-2166 or email [email protected]


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Assess Your Brand Identity

Business

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