The definition of a brand is “A Claim of Distinction.”
Without distinction, your company and products could be considered “Brand X” or “Generic” or worse, a commodity.
Take this simple test to assess your brand’s distinction.
Assign 3 points for “Yes,” 2 for “I don’t know,” and 1 for “No.”
- You have discovered what differentiates your organization from your competitors
- Your distinction is recognized by all of your clients/customers
- Your distinction has value to your clients/customers and prospects
- All employees in your company are aware of this distinction
- New hires are trained to communicate your organization’s distinction
- Your distinction is communicated clearly to your prospects
- Your distinction is clearly communicated in your marketing materials
- Your distinction is scripted and utilized consistently
- Your product’s pricing strategy is based on client/customer perception of value
- Your brand receives adequate marketing support
Scoring Your Report Card
24-30 points: “A” Congratulations, you are on the right track to distinction
15-23 points: “B” Good things are going on, but your distinction might be a little blurry
9-14 points: “C” Today, average means commodity. Work needed.
Below 9: “D” Uh-oh. Need we say more?
Your company can be an “A.” Discover the vision that helps you dominate.
About the Author
As founder and CEO of BrandSavants, Russ provides uncommonly strategic business and brand development capabilities. He is also a managing partner of The Brand Establishment, an association of agencies whose owners are Certified Brand Strategists.
At BrandSavants, we transform organizations by elevating the brand conversation. That catapults our clients' thinking which grows brand value and increases worth.