Test Your Brand Mindset

1.	Does your organization have a BrandPromise, mission, or vision statement?	Yes	No
2.	In general, can most employees recite the BrandPromise, mission, or vision statement or their key messages?	Yes	No
3.	Are senior executives’ discussions focused on innovating products and services?	Yes	No
4.	Is the majority of your marketing budget for public relations?	Yes	No
5.	Do you have written guidelines for your brand's graphic representation and usage?	Yes	No
6.	Does your brand have a byline description that usually appears with the brand name to let consumers know what business you are in?	Yes	No
7.	Does your brand have a tag line that usually appears in advertising to communicate to consumers the emotional and functional benefits of your brand?	Yes	No
8.	Does your brand conduct regularly scheduled consumer research in the form of interviews and/or consumer focus groups?	Yes	No
9.	Do you know how your customers view your brand compared to your closest competitor?	Yes	No
10.	Are your strategic and business-planning processes all directed and focused on building, developing, and growing brand equity?	Yes	No
11.	Does your organization's leadership own the responsibility for your brand's equity, as opposed to the marketing department or an advertising agency?	Yes	No
12.	Does your brand occupy the leadership position in its respective market, category or industry?	Yes	No
13.	Does your organization measure and analyze every activity - products, services, and customer interaction - to determine whether it is fulfilling the BrandPromise?	Yes	No
14.	Does your organization have a consistent methodology to measure and monitor brand equity based on cumulative results?	Yes	No
15.	When important decisions need to be made regarding the brand, does someone represent the customer's viewpoint?	Yes	No
16.	Do you have a regular process in place to capture important consumer and customer research?	Yes	No
17.	Do you have any unique proprietary assets such as patents, trademarks, and attributes that consumers can recognize and which will help them sift through the cluttered marketplace?	Yes	No
18.	Do you place a priority on being perceived by consumers, first and foremost, as a “friend”?	Yes	No
19.	Does everyone throughout the organization have a personal understanding of what your brand stands for and how they deliver the brand's essence?	Yes	No
20.	Do you know, from your customer's perspective, what the most distinctive attributes are that differentiate your brand from competitors?	Yes	No