Thursday, July 20, 2017

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.”

Regarding the fifth bullet, your competitors mention your brand as a point of reference, I am always amused by the colleges or universities that describes themselves as "The Harvard of ..." Here is a partial list of those:
  • Stanford: Harvard of the West
  • Duke: Harvard of the South
  • Washington University: Harvard of the Midwest
  • University of Arizona: Harvard of the Southwest

Can you think of another category in which one brand is the point of reference for so many other brands? Every brand should aspire to be referred to in this way.


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