A successful business needs to have a great product or service which is delivered by an enthusiastic and talented team. We assume you have this already or you are headed in the right direction.  

In order to gauge how well your brand is doing currently, review the questions below and make a note of where you fall on the spectrum to help self assess your brand’s health and spot where there are gaps are.

If you brand does not exist yet, keep this assessment in mind and come back to it in a few months time when you have tested it out.

Below is a run through the health check, but you can also download your own copy here... Brand Health Check.

1) Audience and Engagement

Do you understand who your brand’s customer segments are?

Have your assumptions been validated for your customer segments?

Does your target customer show a strong sense of awareness of your brand?

2) Authenticity and Messaging

Do you understand who your brand’s customer segments are?

Have your assumptions been validated for your customer segments?

Does your target customer show a strong sense of awareness of your brand?

3) Stability and trust

Have you created the visual brand assets required (e.g. Brand Identity, Guidelines, Marketing Templates, Website, Imagery, Video etc.) for a coherent brand across all channels?

Is your organisation considered a prestige brand built on experience and heritage?

Have the risks to brand reputation been identified and mitigated? 

4) Profile and Leadership

Does your brand (and its directors) actively write blog posts, record podcasts, host webinars, give talks to raise the awareness and improve market share?

Does your brand (and its directors) win awards get asked to write for publications and received press attention?

If Googled, would your brand (and/or its directors) fill page 1 of the search results with positive content?

5) Culture and Clarity

Do you have a Brand Proposition (Vision, Mission, Values, Promise etc) in place?

Does your team all agree and follow your Brand Proposition and do they actively practice this when representing the organisation?

Is your brand registered, trademarked or has any Intellectual Property been legally protected including domain names and social networks urls?

6) Productisation and Relevance

Have you productised your offering into a “turn key” solution customers can easily purchase and utilize? E.g. free products, products for prospects, core product and products for clients

Is your brand and your organisation’s product or service difficult to copy?

Could your brand and it’s processes/systems be easily packaged and franchised to expand internationally to help you scale more quickly?

7) Profit and referrals

If asked, would your current customers actively refer new prospects within their network to your product or service without a reward or incentive other than goodwill?

If you doubled your prices tomorrow, would you be able to sustain your profits or better?

Is your market sector defined, growing fast and do you understand the key market dynamics?

8) Partnerships and Agility

Have you created co-brand partnerships which benefits your organisation, your partner and most importantly, your customer for a win-win-win situation?

Is the strength of your brand enabling your organisation to be considered a high growth business increasing turnover by >20% year on year for at least 3 years in a row?

Is your brand suitable for growth in international markets, perceived positively and is your organisation selling in >1 country around the world?

Total score

Total up your score and give yourself a mark out of 240. 

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Total Score: XXX / 240

What do the results mean?

This Brand Health Check self assessment tool is designed to help you quickly discover gaps in your brand development and diagnose challenges you might face.

Review your total scores and give yourself a percentage.  Ideally your brand will sit in the green sections and above 70%.  Review the category scores individually too for a deeper dive into problem areas so you can focus in on the specific problem areas.

< 20%  - VERY LOW - Urgent attention is needed, start with quick fixes as you need to move fast.

20-40%  - LOW - Attention is needed to drastically improve, start with low rating categories.

40-60%  - AVERAGE - Carefully note the weakest areas and improve on these.

60-80%  - HIGH - Look for incremental improvements in each category.

80-100%  - VERY HIGH - Keep doing what you’re doing.

Assignment

Check out the Brand Health Check, complete it and spot your gaps!