Brand Assessment Tool

Brand Assessment Tool
Instructions
Use this tool to analyze your organization's capabilities and ability to execute a successful branding program.
1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs.
2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice.
3. Check the "Results" tab to identify your level of maturity in each category.
4. View the "Recommendations" tab for actionable advice on how to improve your capabilities.
5. Learn more about The Sellani Group and their best-selling book What’s Your BQ? (Brand Quotient™) in the "About Author" tab.

Weighting Scale
Brand Strategy

Brand Alignment

Brand Communication

Brand Execution

Total

25%

25%

25%

25%

100%

Brand Strategy
Level of Compliance

Description of Best Practices
1

Strongly Agree
Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree
Strongly Agree
Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree
Strongly Agree
Strongly Disagree
Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

I am building every level of the organization - operations, finance, marketing,
administration, pricing - around the brand.

Agree

2

I am using my company's strengths to their fullest, in every level of the
organization.

Somewhat Agree

4

1

My point of differentiation is difficult for my competitors to imitate.

Disagree

3

5

I have proprietary methods, technologies or other elements which other
companies do not.

2

1

I have a plan to help my brand survive if it is imitated by competitors.

Strongly Disagree

5

I have a clear understanding of my competitors' brand strength and weaknesses.

Strongly Agree

1

I regularly review my points of differentiation to ensure that they are not being
imitated by my competitors.

Agree

5

The value of my product or service does not show a current threat of being
outdated by new products or technologies.

4
1

I can summarize my brand essence in one word and one statement – so can
most of my clients (i.e., Volvo = Safety, Nike = “Just Do it”). If so, give
yourself a 5.

3

Notes/Comments

Disagree
Somewhat Agree

Score

Strongly Disagree

2

5

My company's product or service has a strong point of difference from my
competitors' product or service.

Strongly Agree

2

5

3

4

1

4

5

3

4

5

Brand Alignment
Level of Compliance

1

Agree
Strongly Agree
Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

My employees can articulate or demonstrate how our offering differs from the
competition. (Note: if you are a salesperson or a one-man operation, rank this
on how it applies to you.

Somewhat Agree

4
1

Employee reviews include reinforcement and rewards for supporting,
communicating and championing the brand. (If you are a salesperson or a 1-man
operation, give yourself a "5" for this.

3

Strongly Disagree

2
My sales staff communicates our differentiation to the client in a consistent
manner to show competitive advantages (Note: If you are a salesperson or a one- 3
man operation, rank this on how it applies to you.)
4

Somewhat Agree
Agree

Agree
Strongly Agree
Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree
Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1
2

Strongly Disagree
Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1
2

Strongly Disagree
Disagree

3

Somewhat Agree

4

Agree

5

I am not the low price leader in my category.

Somewhat Agree

4

2

Disagree

3

5

My management team makes decisions based on whether or not it will support or
negate the brand. (Note: if you are a sales person or a on-man organization,
rank this on how it applies to you.)

2

1

My management team buys into the brand offering and actively incorporates it
into their daily operations. (Note: If you are a salesperson or a one-man
organization, rank this on how it applies to you.)

3

Strongly Disagree

5

I incorporate feedback from prospects, customers, vendors and the media to
improve my offering.

1

Strongly Agree

1

I regularly survey my customers to ensure that I am providing a product or
service that is valuable and relevant.

2

Disagree

5

Customers buy from me not just for the product but for a unique experience they
get when using the product.

Notes/Comments

Disagree

5

My brand is linked to my business's vision statement, culture, values and overall
strategy.

Score

Strongly Disagree

2

Strongly Agree

1

4

2

3

2

1

Brand Communication
Level of Compliance

1

Strongly Disagree
Disagree

3

Somewhat Agree
Agree
Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

1
The quality of my marketing materials are equal to or greater than the quality of
my services.

Strongly Agree

5

I have and enforce a graphic branding standards manual that explains how each
element of my brand should be dealt with in the operation of the business (i.e.,
colors of logo, layout of graphics on stationery, font sizes to be used) to ensure
that all graphic elements of my brand are consistent.

Agree

4

I leverage my brand with publicity and regular contacts with the media.

Somewhat Agree

4

2

All marketing materials - print, electronic, web - have continuity in their colors,
images, and messaging.

3

1
My company is free of scandal and negative publicity.

Disagree

5

My marketing materials clearly communicate my companies brand and points of
competitive differentiation.

Strongly Disagree

2

Disagree

3

Somewhat Agree

4

Agree

5

Strongly Agree

Score

Strongly Disagree

2

1

2

1

1

1

1

Notes/Comments

Branding Dimensions

Branding Effectiveness Diamond

Level

Brand Strategy

Brand Strategy

3.6

5.0
4.0
3.0

Brand Alignment

2.1

2.0
1.0

Brand Execution

Brand Communication

Brand Execution

4.3

Overall Weighted Average (out of 5)

2.8

0.0

1.3

Brand
Communication

Brand Alignment

Branding Dimensions

Scores

Recommendations

Brand Strategy
My company's product or service has a strong point of difference

2

Determine what you do that you competitors do not and reinforce that message regularly.

My clients & I can summarize my brand in one word & one statement

5

0

The value of my product/service does not show a threat of being
outdated

3

Look at industry trends and stay ahead of the curve or risk obsolescence.

I regularly review my points of differentiation

4

0

I have a clear understanding of competitors' brand strength &
weaknesses

1

Analyze you top five competitors and their perception in the marketplace.

I have a plan to help my brand survive if it is imitated by competitors

4

0

I have proprietary methods, technologies or other elements

5

0

My point of differentiation is difficult for my competitors to imitate

3

Products & services can be imitated - brands cannot. Sell the value of the brand, not the product.

I use my company's strengths to the fullest, in every level of the org.

4

0

I am building every level of the organization around the brand

5

0

My brand is linked to my vision statement, culture, values & strategy

2

Branding is a function of the corporation, not just the marketing department. Tie it into overall
corporate objectives.

Employee reviews include rewards for championing the brand

1

Add a line item to your employee performance process to enforce good branding behavior throughout
the organization.

Employees can articulate how our offering differs from the competition

3

Every employee should know what makes your company different in the market. Ask them and see if
they do.

Sales staff communicates our differentiation in a consistent manner

2

Branding is often diluted when every member of the sales team gives different messages. Ensure
consistency in the sales, presentation and RFP process.

Customers buy for a unique experience they get when using the
product

1

Customers don't buy products, they buy brands, because branding transcends the transaction itself.

I regularly survey my customers

4

0

I incorporate feedback from prospects, customers, vendors and the
media

2

Let your stakeholders know that you value their opinions and when you've made changes as a result.

My management team buys into the brand offering

3

If everyone on the team does not support the brand, you will dilute your own branding efforts.

Management makes decisions based on support or negate of the brand

2

Branding should be kept in mind during all decision making processes - not just decisions involving
marketing.

I am not the low price leader in my category

1

If people are paying more for your services, chances are they see a point of differentiation. Don't just
ask if they're buying, ask why they're buying from YOU instead of your competition.

My marketing materials clearly communicate my companies brand

1

Every marketing piece should communicate your point of differentiation and brand identity.

My company is free of scandal and negative publicity

2

Brands take years to build and moments to destroy.
when the unexpected happens.

All marketing materials have continuity

1

Put all of your materials on a table - they should all look like they came from the same company, have
consistent messaging, imaging and quality.

I leverage my brand with publicity and regular contacts with the media

1

Keep on good terms with the media. Become a resource to them for issues in your industry - even if
the story they're covering is not on you per se.

I have and enforce a graphic branding standards manual

1

A branding standards manual is essential to ensure brand consistency companywide. Get help from a
brand strategist or designer to create one.

Quality of marketing materials are equal or greater than quality of
services

1

Is your service elegant? Earthy? Sophisticated? Humorous? Make sure your materials reflect the
personality and quality of the brand.

Sales team does not create/customize materials in a way that alters
brand

2

Ensure that all sales materials are consistent - sales people will create their own, often diluting the
brand message.

Management team reinforces brand in staff meetings & interactions

2

Every manager should regularly refer to how their department is supporting the overall brand
experience in the company.

My messages, ads, graphics and colors have remained consistent

1

Don't change your imagery, tagline or messaging on a whim. Consumers want consistency. Define
your brand and stick with it.

Sales team uses an emotional component to encourage and reinforce
brand

1

People usually buy because of an emotional component. Find the emotion in the transaction that goes
beyond the product or service.

My company's phone is answered by a pleasant, knowledgeable
individual

4

0

I understand that brand exists in the minds of my customers &
prospects

5

0

My company resolves customer service issues promptly and efficiently

3

Clients don't get angry with you for making mistakes; they get angry when you don't own up to your
mistakes or try to fix them in a timely manner.

I receive superior customer satisfaction ratings when I survey
customers

4

0

Offerings are kept relevant by monitoring tech, markets and customers

5

0

My company’s products are delivered consistently

4

0

My client's interaction with my product, services and employees is
positive

3

Make your clients feel they're value not just by what you offer but by how you deliver it.

My product or service is easy to use, find or access

5

0

My clients regularly refer others to my company

5

0

My clients do not flip back and forth between me and my competitors

5

0

Brand Alignment

Brand Communication
Have a PR crisis plan to deal with the media

Brand Execution

Demand Metric had the pleasure of collaborating with expert branding consultant Sandra Sellani of The Sellani Group in the creation of this assessment. Following is a brief biography of Sandra Sellani:

Author, consultant, speaker and trainer Sandra Sellani is Principal of The Sellani Group Brand Strategists, a full-service Newport Beach, California based consultancy. The Sellani Group helps
companies build, leverage and maximize the value of their brands by focusing on their strongest point of competitive differentiation.
The group enables companies to get their marketing and branding right the first time with one simple rule: Strategy Before Creative. To this end, Sandra develops a brand plan that is fully
integrated with the overall corporate plan to ensure that company branding is leveraged throughout the organization - in creative elements such as marketing materials and at every client touch
point throughout the organization. Her proprietary programs include:
The One-Day Brand Strategy Session™ to help companies define and optimize their brand,
The Brand Quotient Test™, a corporate brand diagnostic and metric tool,
The Executive Brand Quotient Assessment™, a comprehensive tool that combines individual behavioral traits with branding methods for executives in transition who want to develop or change
their own personal brands.
The 60-Minute Strategic Plan® a method that enables company employees at every level to create well-organized strategic plans for projects within their respective departments.
Upon creation of a strategy, the firm provides all creative elements of a full service design and marketing firm including: logos and corporate identity packages, websites, brochures, and other
collateral material, public relations and social media campaigns.
Her award-winning book, What’s Your BQ? (Brand Quotient™) launched to #12 in Marketing , # 7 in Branding and #2 in Product Management on Amazon.com. The book was named, Winner,
Non-Fiction, DIY Book Festival and received an Honorable Mention, Non-Fiction, in the London Book Festival.
Sandra has been interviewed and featured for her brand expertise in media including: Sales & Service Excellence Magazine, Yahoo! Finance, The National Association of Realtors Online
Magazine, SmartMoney.com, Investor’s Business Daily and Moodley Brand Identity, one of Austria’s leading brand agencies. Sandra speaks to organizations, CEOs, senior level executives and
entrepreneurs nationwide on how to build powerful, inimitable brands.
Sandra is an active member of the Orange County Association of Strategic Planning and NAWBO (National Association of Women Business Owners). She is an executive MBA from Pepperdine
University, Malibu, California. For more information, visit www.sandrasellani.com, www.whatsyourbq.com or follow Sandra on Twitter at ssbrand.

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