Brands and marketing are more important today than ever with relevant communication requiring an extra helping of empathy, service and hope. How do you know where your brand stands? Do you have the budget to outsource answering this question? Do you have the time to do this yourself?
If you can carve out time to focus on evaluating your own brand and marketing, there are 4 main areas to assess: your identity, assets, content and insights. As you review, make notes about what’s lacking and what’s excelling then assign a “score” (1 out of 5).
For the sake of you and your team’s sanity, be constructive with your notes and be thoughtful about scoring. There are many factors that play into how you rate each area including: how long the business or offering has been in-market, business model, audience segments, physical locations, external factors, etc.
- Landing pages
- Content Mix
- Questionnaire feedback from stakeholders, top clients/donors, staff, etc.
- Survey findings
- Content/Social Reporting
- Website Data
Example questionnaire questions:
What 3 things do you want your current and prospective clients/customers/donors to know about your brand?
What 3 personality traits best describe your company’s brand?
How do your current and potential customers/members/donors perceive your brand?
How do you want your brand to be perceived in the marketplace?
What are the most important objectives branding, marketing and advertising can address for your brand?
What is the single universal belief held about your brand?
How does your brand solve the problem or fulfill the needs of your customers/members/donors?
Why should your audience believe your answer to #7?
What are some of the non-financial ways you measure the success of your business/organization?
After distilling everything into a findings document and reviewing with your team, it should become clear where you stand and where to go from here.