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.