The Quick Brand Health Assessment

You know your brand is winning in the marketplace when:

• The brand is mentioned to customers and potential customers, and they brim with enthusiasm in their response.
• Your brand’ s external messages “ring true” with all employees.
• Employees are enthusiastic and consistent in recounting what makes their brand special.
• The brand’s market share is increasing.
• Competitors always mention your brand as a point of reference.
• The press can’t seem to write enough about your brand.
• Your CEO has a strong vision for the organization and its brand and talks more about the vision than financial targets.
• Your organization’s leaders always seem to “talk the brand” and “walk the brand talk.”

Excerpted from Brand Aid, second edition, available here.