1. Is our brand crystal clear to prospects?

1. People exposed to our brand don't understand our value proposition
2. Between 1 and 3
3. Prospects understand what we do from our brand
4. Between 3 and 5
5. Our brand makes our value proposition very clear, including who benefits and how they benefit

3. How strong is our brand compared to competitors?

1. We are at a distinct disadvantage in features, pricing, or other
2. Between 1 and 3
3. We match are competitors in nearly every category
4. Between 3 and 5
5. We are stronger than our competitors in several key areas

5. Are we perceived as we want to be?

1. Others have a different impression of what we do and are
2. Between 1 and 3
3. Our perception is mixed. Some know us the way we like and others not so much
4. Between 3 and 5
5. Our perception among the outside world is far off from what we would like

7. Are there liabilites to our brand?

1. Our company/brand has serious liabilities that can hamper our growth
2. Between 1 and 3
3. Our company/brand has moderate liabilities but nothing that can't be overcome
4. Between 3 and 5
5. We have no company/brand liabilities that would inhibit our growth

9. Are we well known in our field?

1. No, we are not well known and constantly struggle for recognition
2. Between 1 and 3
3. We are somewhat known but could do much better
4. Between 3 and 5
5. Yes, we are very well known among our peers and prospect base

11. Does our brand make it easier/harder to sell?

1. Our brand is a definite liability for our sales reps to overcome
2. Between 1 and 3
3. Our brand is a neutral factor when it comes to selling
4. Between 3 and 5
5. Our brand is a big plus in enabling sales

13. Loyalty: Likelihood of customers buying from us again

1. Our customers are not loyal and will buy from others depending on price
2. Between 1 and 3
3. Some customers are loyal while others are not
4. Between 3 and 5
5. Our customer base is extremely loyal and we can depend on repeat business

15. Customer satisfaction levels: Ability to deliver on brand promise

1. Our customers are not particularly satisfied with their experience
2. Between 1 and 3
3. Some customers are happy while others are dissatisfied
4. Between 3 and 5
5. Our customer base is very happy with their experience

17. Social mentions: How often others talk about us

1. We get few or no social media mentions from third-parties
2. Between 1 and 3
3. We get some social media mentions but certainly not enough
4. Between 3 and 5
5. We get lots of social media mentions from third-party