Your brand should say who you are, what you do and how you do it. Your brand should be driven by the needs and wants of your customers, so you need to understand who they are. You then need to understand how to talk to your customers through your brand.
A brand health check should be undertaken yearly to ensure the brand is maintaining relevance in the market and consistency in it’s messaging.
Before we can conduct a brand health check we need to be clear on a few core points being:
1. What is unique about your brand? What is your point of difference?
2. Describe the personality of your brand? Think of it as a person to help define that personality.
3. What are your brand cores values?
4. Define your target market?
a. What is their profile? What do they do, watch, read etc
b. What do they want from a brand such as yours?
c. What do they work at?
d. Is there an age bracket?
e. What are their attitudes?
f. Where do they get their information?
5. Do your brand values match your customer’s values?
We then need to define how you want your customers to see your brand? What do you want them to say about the company or product? This can change from year to year, but the fundamental values of the brand must remain constant.
We need to research how the market sees the brand currently. This is the market position. We ask questions like:
6. Do you know what your customers currently say about your brand?
7. What is their experience of the brand?
8. What do they feel about it?
9. Do they know what it stands for?
10. What is your brand promise?
11. Are you delivering on that promise?
12. Who are your biggest competitors right now?
13. What do your competitors say to the market?
14. Are they offering a better ‘value’ to the customer?
Then we consider how the brand exists in the world with questions like:
15. Does your brand look like the brand you want it to be?
16. Is your brand visually distinguished from your competitor’s brands?
17. Does your brand convey your key messages?
18. Is your brand promise consistently expressed across all your marketing communications material?
19. Does every stakeholder use the brand consistently?
20. Are there brand guidelines available for the use of the brand?
21. Is there consistency in the design of the company’s marketing communications materials?
22. Are your brand values expressed in your communications material?
Then we look internally to determine:
23. Are your employees in tune with the brand
a. Do they understand the target market?
b. Can they articulate the brand promise?
c. Do they understand the key messages?
24. Is your website a strong representation of the brand?
25. How strong is the corporate identity?
26. We review all brochures, profile, signage, uniforms etc for brand consistency and expression.
We rank the brand against a scale we have developed to place a measure on brand equity.
You'll know how your brand currently stands and any work needed to make it shine brighter than the competitors.