This is a great tool to use for assessing your brand as it currently stands. How is your brand currently perceived? Do you have a strong brand, or a weak brand? Is the perception of your brand positive or negative?
All these questions can be answered using this method of analysis.
- Weak – strong axis is scored 1 -10
- Negative -positive axis is scored in the same way 1 -10
- Strong (10) – Weak (1)
Answer the following questions using the scales above.
- Do enough people know about my brand or is it unknown or invisible?
- Do people always remember its name or does it get forgotten, confused, or doesn’t register at all?
- Do the people who know about it understand thoroughly what the brand is about or do I have to Keep explaining it to them?
Add scores together and divide by 3 to get average score (Positive (10) -Negative (1))
- Do I hear mountains of praise about my brand and what we do or are we constantly hearing complaints griping and grumbling ?
- Are people always saying they have heard good things about my brand or do I not get any feedback?
- Do I get lots of repeat business and new customers seeking me out or does it seem such an expense and effort to attract customers?
- Are people always saying friends have recommended me to them, or does that just not happen?
Add scores together and divide by 4 for average score
Ask others for a second option, be honest with the scoring, you don’t want a misleading results.
So where on the graph above does your brand lay?
Here’s a guide what needs to be done next…
- Strong/positive -keep on trucking
- Strong/negative – toughest place of all
- Weak/positive – people like your brand, so tell more people
- Weak/negative – put negatives right first before telling more people
This is a very useful exercise to go through periodically. It certainly helps to know where you currently are and what you need to do going forwards.
- Branding 101: start here
- Assessing your brand
- Finding brands authentic purpose
- Brand strategy
- Brand purpose, vision and mission
- Branding: talent
- Brand values
- Differentiating your brand
- Focusing on your ideal customers
- Developing brand – six legged spider
- Brand positioning
- Brand story
- Brand name
- Crafting the Internal brand positioning statement
- Shaping the external brand positioning line