1.
Your Brand's Goals: Does your brand have a clear list of objectives?
2.
Your Brand's Goals: Do you have a list of milestones for your company?
3.
Your Brand’s Goals: Are your brand objectives in alignment with your company's milestones?
4.
Your Brand’s Purpose: Does your brand have a defined purpose?
5.
Your Brand’s Purpose: Is your brand’s purpose truly authentic?
6.
Your Brand’s Purpose: Is it clear why a customer should choose your brand over your competitors?
7.
Your Brand’s Vision: Do you have a clear brand vision?
A brand’s vision is the ambition of the brand, such as Google’s: ”Our vision is to organize the world’s information and make it universally accessible and useful.”
8.
Your Brand’s Mission: Do you have a strong brand mission?
This is how you will accomplish your brand vision: “We will achieve our brand mission by helping people understand how branding works.”
9.
Your Brand’s Values: Does your company have strong, written values, guiding its operation and communication?
10.
Your Brand’s Target Market: Do you know who your target market is supposed to be?
11.
Your Brand’s Target Market: Are you reaching that target market successfully?
12.
Your Brand’s Target Market: Do you have comprehensive user persona profiles for each of your target market segments?
13.
Your Brand’s Target Market: Do you have your target market’s goals, motivations and objectives mapped out?
14.
Your Brand’s Target Market: Are your products or services matched to your ideal customer’s needs?
15.
Your Brand’s Target Market: Do you know where you can find your ideal customers?
16.
Your Brand’s Target Market: Do you know what your customers really think and feel about your brand?
1 out of 5
17.
Your Brand’s Recognition: Is your messaging focused and consistent?
18.
Your Brand’s Recognition: Do you repeat your core messaging to ensure recognition?
19.
Your Brand’s Recognition: Is your messaging connecting with people? Are they connecting with it and buying into your brand?
20.
Your Brand’s Recognition: Are your calls-to-action effective and driving enquiries/sales?
21.
Your Brand’s Positioning: Is your brand in an established position for your customers?
22.
Your Brand’s Positioning: Is your brand in the position that you want to be in?
23.
Your Brand’s Positioning: Do you have a competitive edge in the market?
24.
Your Brand’s Positioning: Can you state your brand position clearly in one sentence?
25.
Your Brand’s Positioning: Are you confident that your ideal customers understand your brand positioning and are attracted to it?
26.
Your Brand’s Offering: Do you have a list of the top 3 features of your products or services?
27.
Your Brand’s Offering: Do you have a list of the top 3 functional and emotional benefits of your products or services?
28.
Your Brand’s Offering: Can you connect each benefit to one or several features of your products or services?
29.
Your Brand’s Offering: Is the essence of your benefits and features captured in your positioning statement?
30.
Your Brand’s Attributes: Do you have a clear vision of the look and feel your brand should convey?
31.
Your Brand’s Attributes: Is your messaging consistent?
32.
Your Brand’s Attributes: Are your brand values communicated effectively to establish an emotional connection with your customers?
2 out of 5
33.
Your Brand’s Identity: Do you have set brand guidelines?
34.
Your Brand’s Identity: Is your brand name memorable?
35.
Your Brand’s Identity: Is your brand name easy to pronounce?
36.
Your Brand’s Identity: Is your brand name easy to spell?
37.
Your Brand’s Identity: Do you have catchy names for your products or services?
38.
Your Brand’s Identity: Do you have a logo?
39.
Your Brand’s Identity: Is your logo simple, distinctive and memorable?
40.
Your Brand’s Identity: Does your logo convey the look and feel you want for your brand?
41.
Your Brand’s Identity: Does your brand have a defined colour palette?
42.
Your Brand’s Identity: Does your brand’s colour palette reinforce the right look and feel you want for your brand?
43.
Your Brand’s Identity: Does your brand have a set typography?
44.
Your Brand’s Identity: Does your brand’s typography reinforce the the right look and feel you want for your brand?
45.
Your Brand’s Identity: Does your brand’s typography improve the readability of your copy?
46.
Your Brand’s Identity: Does your brand have a set of photography guidelines that reinforce the brand’s values?
47.
Your Brand’s Personality: Do you have a comprehensive persona profile for your brand?
48.
Your Brand’s Personality: Does your brand have a clear and defined personality?
49.
Your Brand’s Personality: Does your brand have a list of associated human qualities?
50.
Your Brand’s Personality: Do you have an established tone of voice for your brand?
3 out of 5
51.
Your Brand’s Content: Is all of the content you publish on-brand and reflects your brand’s values?
52.
Your Brand’s Content: Are all of your URLs and social handles consistent/the same across all platforms?
53.
Your Brand’s Content: Do you have a list of varied one-liners of your brand’s proposition that inspires content creation?
54.
Your Brand’s Content: Do you have a standard written copy about your company and your brand that’s consistent across every social media platform and attached to blogs, etc?
55.
Your Brand’s Content: Do you have a content strategy that guides the content for your blogs and social media?
56.
Your Brand’s Content: Does your social media strategy support key business goals (and not just exist for collecting followers)?
57.
Your Brand’s Content: If you were a potential customer, would you (honestly) follow your brand on social media, if you didn’t know anyone in the business personally?
58.
Your Brand’s Content: Is your website a simple generic website?
59.
Your Brand’s Content: Is your website easy to navigate?
60.
Your Brand’s Content: Does your website drive specific user actions to drive engagement with your business and/or conversions?
61.
Your Brand’s Content: Are these calls-to-action effective?
62.
Your Brand’s Content: Is your website recognisably on-brand?
63.
Your Brand’s Content: Do you use email marketing, and if you do, is your content on-brand and geared towards relationship building with your customers?
64.
Your Brand’s Content: Is all of your brand identity material, digital (website, social media, etc) or physical (ie, product packaging, business cards, signage, etc), of high quality in terms of design and material?
4 out of 5
65.
What do you want for your brand? What are your aspirations for your brand?
5 out of 5
