Brand Progression Self-Assessment

Determine a distinct brand identity (i.e., what or who does the enterprise think and sound like?)

Partner with other functions to ensure moments of truth are “on brand”

Use experiential design to ensure that experiences and touchpoints are on brand

Align corporate brand with culture to ensure that employee behavior is on brand

Define and enforce visual corporate brand identity standards

Align brand with corporate purpose and social value commitment

Periodically measure the degree to which moments of truth are on brand, including regular monitoring of digital touchpoints

Measure brand performance with key stakeholder groups against competitors

Identify key “moments of truth” when corporate brand can and should be expressed, like an employee’s first day of work or a response to a customer issue

Identify core, measurable corporate brand attributes

Develop and drive corporate brand narrative

Develop and help lead a brand management system for detecting (perhaps even predicting) issues and responding to them in an on brand manner