Brand assessment

A brand assessment provides an opportunity to evaluate the strength of your brand,  to confirm the value of your brand with customers, and to reposition the brand, if necessary, to align its relevance with the marketplace. What's more, it helps you and your staff recommit to the vision and goals of the business.


A brand assessment is not just about the name and the graphical representation of a business, although it will reveal any shortcomings of those. It evaluates the business through the interactions with your company or organization. It highlights the perceptions people have of products and services, and of the business as a whole. 

Brand assessment identifies the links between actions/investments and the awareness, perceptions, and stakeholder behavior that they cause. By asking for feedback from customers and employees, or anyone that interacts with the business, new opportunities will emerge. Conducting a brand assessment will allow you to take a step back and get a more holistic view of how your brand is performing and give insight into what you can improve in your overall strategy. It will give you a clearer picture of how you are perceived in the marketplace and provide you with answers to how you can improve your brand positioning.  

Is It Time To do An Assessment?

Ask these questions to determine if it is time to undertake a brand assessment.

  1. Do we know if we have a solid brand framework?
  2. Do we  have a clear vision of who our target audiences are today?
  3. Do we have clear company goals and objectives?
  4. Do we know how our audiences perceive us and whether their perceptions align with our brand?
  5. Do we know how well are our marketing efforts are connected with, and how well they serve, our audiences?
  6. Do we know if our customer facing aspects of the organization reflect our values?
  7. Do we know if our sales process is aligned with our customer's journey?


Assessment Process

Our brand assessment process encompasses the following steps.

  • Interviews and/or surveys with employees, customers and other stakeholders.
  • Confirmation of mission, vision, values,  purpose, and short-term and long-term goals.
  • Inventory of existing marketing tactics.
  • Competitive assessment.
  • Evaluation of feedback against the organization's goals.

Assessment Outcomes

 Through our assessment process, several important strategic insights are delivered.

  • Perceptions of stakeholders about the organization's effectiveness in delivering their products and services.
  • The overall strengths and weaknesses of the brand.
  • Opportunities for improvement in offerings, customer service, sales process.
  • Alignment of the brand with the goals and mission of the organization.
  • Strategic marketing plan that supports realigned goals.
  • Increased engagement by customers and  employees.
  • A stronger, more successful entity.