Brand Assessment

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Project RE:Brand

Brand Assessment Asking questions is the first step in the rebranding process. As a small business owner, it is important that you understand the motivations for creating a new identity for your company and why it is in your company’s best interest. Here are 10 questions prepared by our branding experts to help jump-start your rebranding process: 1. What are the top three things that you want your customers/prospects to know about your company? ________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 2. How do you want your product/service to be perceived in the marketplace? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 3. Who are your major competitors? How do they position themselves? How different is your brand identity and messaging from theirs? ________________________________________ _________________________________________________________________________ _________________________________________________________________________ 4. How do you describe what your business offers to someone who doesn’t know what you do? Are you using terminology that your clients/prospects use? ___________________________ _________________________________________________________________________ _________________________________________________________________________ 5. Beyond the obvious and necessary positive business values of quality, value, customer service, etc., what are the core values of your brand on an abstract or emotional level? For example: color, love, pride, texture, speed, etc. _____________________________________________ _________________________________________________________________________ _________________________________________________________________________

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6. Why did you go into business? What was the spark that motivated you to start your business and kept you committed? List the reasons you started your business and look at how they align with your feelings about it today. ________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 7. What are the milestones in the history of your company for which you are the most proud? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 8. What are some of the emotional ways that your product/service are special and one-of-a-kind? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 9. What are some of the non-financial ways that you measure the success of your business? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ 10. Who are the most passionate users of your product/service? Try to define them. If there are several types, create categories that describe the different types of customers you have and the ones you want. ______________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

For More Information, Please Visit: openforum.com/projectrebrand