BRAND STRENGTHS, WEAKNESSES, AND PRIORITIES WORKSHEET

BRAND STRENGTHS, WEAKNESSES, AND PRIORITIES WORKSHEET Is your brand on target? Use this worksheet to assess how your brand is currently perceived and prioritize the brand functions that need to be strengthened to meet your branding goals.

FUNCTION

YOUR BRAND’S STRENGTH IN THIS AREA ( )

PRIORITY TO MEET GOALS ( )

POOR

LOW

FAIR

GOOD

EXCELLENT

MEDIUM

HIGH

ALIGNMENT How well aligned are your mission, vision, values and brand? INTERNAL EXECTIUON Are your employees knowledgeable and executing on your brand attributes? AWARENESS How well-known or noticed is your brand in its market? EMOTIONAL CONNECTION How deeply and emotionally do people relate to your brand? DISTINCTION How well do people understand the attributes or promises that set your brand apart from competitors? CREDIBILITY AND TRUST How well do people believe and trust in you and your promises? PURCHASE MOTOVATION How well does your brand inspire preference and pave the way for a purchase decision? *Adapted from: Branding for Dummies, Bill Chiaravalle & Barbara Findlay Schenck

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