Questions (Yes / No)

1. Do the organization's positioning statements, taglines and overall visual identity describe exactly what business you are in?
   Y N
2. Does your organization have a Mission & Vision statement that represents the core attributes of its brand?
   Y N
3. Do you have a brand identity standards manual for your organization?
   Y N
4. Do you know how your customers view your organization's brand against the closest competitors?
   Y N
5. Is your organization's brand the clear leader in its service or product category?
   Y N
6. Does your organization have a methodology to measure brand equity on an ongoing basis?
   Y N
7. Are products or service capabilities identifiable as unique offerings from your organization only?
   Y N
8. Does everyone in your organization have a solid understanding of what the brand stands for, and how to consistently deliver an authentic experience?
   Y N
9. Do you know from a customer's perspective what brand attributes separate your organization from its competitors?
   Y N
10. To feel passionate about delivering a consistent and positive brand experience, could all employees articulate the mission and vision of the brand if asked?
    Y N
11. Is the responsibility for branding in the hands of leadership of the organization (as opposed to marketing/advertising personnel)?
    Y N
12. Does your organization support the community in which it operates?
    Y N

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