Arthur Germain, principal of Smithtown-based Communication Strategy Group, a brand marketing agency, likes to break a brand assessment into four areas:
- Brandtelling and visuals: Are you able to clearly articulate your brand story? Is your brand story different from your competitors’? Do your visuals support that brand story?
- Public relations/promotions: Do you consciously promote your brand story? How well are you able to share your brand story?
- Content marketing: Do you meaningfully educate and inform your customers and prospects? Do you provide multiple vehicles for them to learn about your company?
- Media/presentations: Do your presentations wow your audience or leave them confused?
“Sit down and conduct an honest assessment,” Germain says. “Try not to be defensive.”