Scorecard Question

Rating Criteria

Scorecard Question

Rating Criteria

1. Is our brand crystal clear to prospects?

12345

(weaker)(stronger)

  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

2. Is our brand differentiated from competition?

12345

  1. We're perceived as offering a commodity product or service
  2. Between 1 and 3
  3. Our brand is unique, but not strongly differentiated
  4. Between 3 and 5
  5. Our brand is highly differentiated, giving us a strong competitive advantage

3. How strong is our brand compared to competitors?

12345

  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

4. Does our brand align with our corporate culture?

12345

  1. Our culture doesn't match with our brand
  2. Between 1 and 3
  3. More often than not, our employees support and deliver on our brand
  4. Between 3 and 5
  5. Our employees fully buy into and deliver on our brand

5. Are we perceived as we want to be?

12345

  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

6. Does our brand fit tomorrow or yesterday?

12345

  1. Our brand is dated and doesn't present us as a modern company
  2. Between 1 and 3
  3. Our brand is somewhat dated but still usable for today's prospects
  4. Between 3 and 5
  5. Our brand is totally up-to-date and presents as a fresh, current company

7. Are there liabilites to our brand?

12345

  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

8. Are we acknowledged leaders in our industry?

12345

  1. No, we are not considered leaders in our industry
  2. Between 1 and 3
  3. We are in the middle of the pack as far as industry leadership is concerned
  4. Between 3 and 5
  5. Yes, we are definitely consider one of the top industy leaders

9. Are we well known in our field?

12345

  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

10. Do our employees take pride in our brand?

12345

  1. No, our employees have no particular pride in our company/brand
  2. Between 1 and 3
  3. Some employess have pride in our brand, others not so much
  4. Between 3 and 5
  5. All, or the vast majority of our employees take great pride in our company/brand

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

12345

  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

12. The value of our brand over and above other assets.

12345

  1. Our brand has a negative impact on the company valuation
  2. Between 1 and 3
  3. Our brand has a neutral or marginal impact on company valuation
  4. Between 3 and 5
  5. Our brand has a strong positive impact on company valuation

 

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