Assess Your Brand Identity

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Evaluate your brand
identity using our Brand
Traits & Attributes
Checklist.
Brought to you by PBJumpstart
Info@pbjumpstart.com
ISYOUR
BRAND
IDENDITY
JAMMIN’?

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"Any damn fool can put on a
deal, but it takes genius,
faith and perseverance to
create a brand." David Ogilvy
Brand identity – it’s the face you
show the world every time you
communicate – whether it’s your
logo on a product or the way you
answer the phone. It’s far more
than a tagline and a couple of
corporate colors. A successful brand
identity extends into the way you do
business, behave at every customer
touchpoint and even the way you
interact with your employees.
Copyright PBJumpstart 2015 Call 662 988-2166 email Info@PBJumstart.com

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When to assess your brand identity.
Assess your brand
identity traits and
attributes and see
how they stack up
against the most
successful brands
out there.
Assess your brand identity if
you haven’t done so in the past
3 years or if:
 You’re considering or in process of
a re-branding or a brand update.
 Sales have decreased or increased
significantly.
 There’s a competitor or new player
in the marketplace eating into your
share.
 Your brand has grown/shrunk,
added or subtracted products or
services recently.

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Brand Evaluation Instructions
Answer the following questions about a successful brand
before you evaluate your own. You’ll be able to more
easily see where you need improvement.
Before you assess
your brand, measure
the attributes of an
Apple, Nike or Target.
When you compare
yourself against the
best, it’s much easier
to see where your
brand identity could
use improvement.

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Trait: Equity
Would your
customers “miss
it” if it went away?
Does your
current brand
identity have
built-in equity?
 Are you prepared to
take the time and effort
to ease loyal customers
into a new brand
identity?

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Trait: Promise
Does it state a
clear “WIFT” –
What’s In It For
Them?
Does your brand
identity promise
something?
 Does it entice
prospective customers
to want what is
promised?

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Trait: Personality
Does it authentically
reflect the true
character of your
business?
Does your
current brand
identity have a
personality?
 Is there a disconnect
between the perception
and reality of your
personality?

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Trait: Aspiration
Does it inspire
purpose-driven
rather than
numbers-driven
performance?
Does your brand
identity inspire
employees to
fulfill the brand
promise to
customers?  Does it help cultivate
internal “brand
champions?”

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Trait: Emotional Appeal
Does your brand
identity appeal to
an emotion such
as happiness,
success, ego-
fulfillment or
even fear?
Can you create
emotion-based
messaging
around it?
 Is it an emotion that
appeals to your
customers?

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Trait: Targeted
Is your brand
identity a
shotgun aimed
at “anybody” or a
rifle with a scope
aimed at those
most likely make
you profitable?
Have you done in-
depth profiling of
your customers’
true personalities?
 Is everything about it
targeted to help
achieve business
objectives?

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Trait: Consistent
Is your brand
identity
consistent with
your behaviors,
processes, key
messages and
offerings?
Is it consistent
with customer
experience and
expectations?
 Do all employees
understand the importance
of consistency in
messaging?

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Trait: Differentiating
Does your brand
identity stand out
from competitors
as distinct,
strong enough,
significant
enough to be
noticed?
Does it declare
the reason
customers should
choose you?
 Does it point out what’s
unique about you?

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Trait: Specific
Is it specific to
your company
culture and way of
doing business?
Is your brand
identity specific
to your mission,
offerings and
audiences?
 Does it offer specific
benefits to customers?

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Trait: Inviting
Does your brand
identity invite
customers to
“belong to your
tribe” – remain
loyal to you?
Does it
distinguish your
tribe from
competitors?
 Does it attract the best
and brightest to your
team in recruitment?

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Trait: Narrative
Does it connect
with customers in
a “works for me”
way that inspires
action?
Does your brand
identity tell a
compelling story
about your
company?
 Does it include
interesting plots and
characters?

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Trait: Reflective
Is your brand
identity truly
reflective of your
company, your
mission, your
behaviors, your
aspirations and
your history?
Does it “jive” with
what customers
would tell others
about you?
 Do your employees see
themselves in it and
take ownership of it?

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Trait: Social
Does your brand
identity stand up
to the demands
of social media?
Does it work in
the current
digital/mobile
world?
 Is it conversational
enough to engage
customers?

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Is your brand identity as
compelling as that of Krispy
Kreme? Is it making
customers and perspective
customers hungry for your
products and services?
“We view the
experience of a
Krispy Kreme store
(where customers
watch their donuts
being baked
behind glass) as
the defining
element of the
brand.” Scott Livengood,
CEO, Krispy Kreme

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What defines a brand that
has economic value?
 Alignment with true corporate
culture, business objectives and
every marketing effort.
 Relevance to core DNA of a
company and to all stakeholders
including employees.
 Measurability against customer
acquisitions/retentions and
willingness to recommend to others,
as well as employee adoption and
ability to attract new talent.
A Brand
Should Have
Economic
Value

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How We Can Jumpstart Your Brand Identity
Evaluate
Analyze current brand and
competitors’ brands, make
recommendations and devise
a plan for implementation of
rebranding.
Plan
Create a comprehensive
written brand strategy to
engage customers, meet
goals and get results.
Develop
Create brand narrative, key
messaging/key words to keep
brand consistent, fresh,
purpose-driven and
competitive.
Deploy
Develop plan for deployment
of brand across all assets,
create messaging for
announcing new brand and
help educate customers and
employees on brand identity.
Manage
Create metrics for
measurement of brand across
multiple platforms, analyze
successes/failures,
recommend incremental
changes for improvement.
Maintain
Handle social
media/email/newsletter
functions. Write/post content;
monitor comments; report
stats: propose adjustments.
Call 662 988-2166 or email info@pbjumpstart.com

Assess Your Brand Identity

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