Eventually we want to re-design our website, but first we want to redo our branding. Can we discuss your process?”
We are headed into a major transformation and need big brand development. I’d like to get a general sense of what your approach might be.”
When I’m contacted by a prospect, often they’ll ask about my branding process. It’s an important concern. Different firms and consultants have varying approaches. Some even define the term branding differently than I would, lumping design and marketing together with branding—so I thought I’d address the first step to implementing the Brand Recipe.
The first thing I do when I meet with a prospect to discuss a branding project is unveil a helpful tool I call my Brand Awareness Quiz (it’s hanging out here, as a free download in the Resources section).
There are 25 yes/no questions (except for the first question, which asks “what is a brand?”) For each YES answer, you get a point. (For that first question, if you answer “it’s a logo”, well… that’s an automatic NO. Otherwise – you probably earn a point for answering correctly).
How many YESes did you get?
- 0-5: Starting with a clean slate!
- 5-10: Could be more aware
- 10-15: Pretty good
- 15-20: Doing great!
- 20-25: A+, you don’t need my help – get out there and do great stuff!
I found your Brand Awareness Quiz useful, reinforcing, and inspiring —Useful in that it provided an organized approach to assessing a Brand’s meaning, purpose, and value.Reinforcing in that when I thought of our brand, many of the questions you asked were answerable in the affirmative!Inspiring in that many of the questions asked were “oh, yes, we should know that and/or do that” reminders — creating a to do list — for which I am grateful.
—Bill G, thecombine.org
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Brand Awareness Quiz
How aware are you of your organization’s brand? Answer the 25 YES/NO questions in this quiz, which provides an accurate place to begin thinking about the state of your brand.