1.
We have a clear position statement that we use to guide the direction of our brand.
2.
Our leadership always communicates our brand values and uses them to guide decisions.
3.
Every employee - no matter what their level - understands, believes in, and performs in ways that support the brand strategy.
4.
We have a current demographic and behavior profile of our ideal customer and use it to guide strategy.
5.
We collect data about why our customers prefer our product / service over the competition.
6.
We recognize and reward employees who deliver on the brand promise.
7.
Our clients constantly refer friends and family because of the quality of our product / service.
8.
Our employees know who our top 3 competitors are and have the tools to communicate why we're different / better.
9.
Our visual identity communicates our brand's positioning statement without words.
10.
We have a brand identity guide that departments use to present a consistent image in all communications.
11.
We have a marketing program that allows us to touch base with our existing customers at least once a month.
12.
We have an integrated marketing plan that targets our ideal clients and cross sells or up-sells to our existing list.
13.
Every employee receives ongoing training in a variety of subjects and skills, including how to live our brand.
14.
More than 50% of our customers meet our ideal client profile.
15.
Our brand sets the standard for our competition to follow.
16.
Everyone in our company knows the promise we make to the consumer, understands their role in delivering on that promise and how it effects our bottom-line.
17.
Our marketing plan communicates to prospects and customers using more than one media / method and does it more than once.
18.
Our organization's executives have regular contact with our customers and with our employees.
