We have a clear position statement that we use to guide the direction of our brand.

Our leadership always communicates our brand values and uses them to guide decisions.

Every employee - no matter what their level - understands, believes in, and performs in ways that support the brand strategy.

We have a current demographic and behavior profile of our ideal client / donor and use it to guide strategy.

We collect data about why our customers / donors prefer our product / service over our competitors.

We recognize and reward employees who deliver on the brand promise.

Our clients / donors can't get a better service / product value anywhere.

Our employees know who our top 3 competitors are and have the tools to communicate why we're different / better.

Our visual identity communicates our brand's positioning statement without words.

We have a brand identity guide that departments use to present a consistent image in all communications.

We have a communications program that allows us to touch base with our existing customers at least once a month.

More than 50% of our client / donor base is active in referring prospects to us.

Every employee receives ongoing training in a variety of subjects and skills, including how to live our brand.

We have an integrated communications plan that is continually developing and growing our market reach, preference and share.

Our brand sets the standard for our competition to follow.

Our main focus is making our customers / donors pleased, even if it means losing money in certain situations.

Our marketing plan communicates to prospects and customers/donors using more than one media / method and does it more than once.

Our organization's executives have regular contact with our customers and with our employees.