04.24-Umbrex Branding Diagnostic Guide First Edition.pdf

Branding Presentation Workshop

2. Copyright © 2023 by Will Bachman
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying,
recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations
embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
First Edition
Published by Umbrex, Astoria, NY
ISBN: 978-1-961779-19-8
Visit our website at www.umbrex.com
Book design by Umbrex Consulting LLC
Printed in the United States of America
This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, re-sold, hired out, or otherwise circulated without the
publisher's prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition
being imposed on the subsequent purchaser.
With special thanks to Jonathan Paisner of BrandExperienced for his contributions to this guide.

3. Table of Contents
Introduction
Section 1: Data Request
Section 2: Diagnostic Checklists
§Brand Strategy
§Communication
§Marketing
§Customer Experience
§Corporate Responsibility
Section 3: Interview Guides
§Chief Executive Officer (CEO)
§Chief Marketing Officer (CMO)
§Head of Branding
§Customer Service Manager
§Chief Sustainability Officer
Section 4: Scorecards
Summary Scorecard
I. BRAND STRATEGY:
1.Overarching Brand Strategy
2.Organizational Alignment
3.Brand Positioning
4.Brand Architecture
5.Visual Identity
4
7
9
11
12
13
14
15
16
18
19
20
21
22
23
24
27
28
29
30
31
6.Brand Extension and Diversification
7.Innovation
8.Growth Strategy
9.Acquisition Strategy
10.Co-Branding Strategy
II. COMMUNICATION:
11.Brand Messaging
12.Digital Presence
13.Brand Reputation
14.Brand Equity
15.Asset Management
16.Brand Training
III. MARKETING:
17.Marketing Strategy
18.Local Market Dynamics
19.Marketing/Advertising Effectiveness
20.Target Audience Analysis
IV. CUSTOMER EXPERIENCE:
21.Customer Journey
22.Customer Engagement
23.Consumer Insights
24.Product and Service Quality
V. CORPORATE RESPONSIBILITY:
25.Ethical Practices
26.Sustainability and Social Responsibility
27.Compliance
28.Crisis Management
Section 5: Next Steps
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55

4. Introduction
BRANDING DIAGNOSTIC

5. Five checklists to make sure you cover everything
Information to gather before starting the diagnostic
Questions to ask the CEO, CMO, Head of Marketing, Head of Branding, Customer
Service Manager, and Chief Sustainability Officer
Scorecards for 28 aspects of branding
2. Checklists
Contents
1. Data
Requests
3. Interview
Guides
4. Scorecards
5. Next StepsDesigning the future state and making the transition happen
BRANDING DIAGNOSTIC

6. How to Use This Guidebook
1.Familiarize yourself with the guidebook
2. Gather data, following the data request
3. Conduct interviews of employees at each level
4. Complete the checklists and document observations
5. Synthesize patterns, strengths, weaknesses, and opportunities for the organization
6. Fill out the scorecards
7. Formulate recommendations
8. Present findings, get alignment on recommendations
9. Implement recommendations
10. Iterative assessment: Periodically (annually or bi-annually) revisit the diagnostic and re-assess
BRANDING DIAGNOSTIC

7. Section 1: Data Request
BRANDING DIAGNOSTIC

8. Data Request
1. Brand Strategy
qDocumentation of the current brand strategy and strategic planning documents, including vision, mission, core values, and future goals.
qMarket research reports, customer perception surveys, and employee surveys on brand positioning and competitive analysis.
qOverview of brand portfolio (including sub-brands and product/service categories), brand hierarchy and relationship maps.
qSamples of current brand visual assets (logos, color schemes, typography guidelines), along with brand style guide and usage guidelines.
qInternal communication materials related to brand values and culture.
qReports on recent brand extension initiatives and diversification strategies, as well as performance data of new product lines or market entries.
qDocumentation on recent innovations and R&D initiatives.
qGrowth strategy plans and objectives, market growth analyses, and business expansion records.
qDetails of recent acquisitions, including strategic rationale, integration approaches, and post-acquisition performance reviews.
qInformation on co-branding partnerships, including agreements, campaign results, and analysis of co-branding impact on positioning and sales.
2. Communication
3. Marketing
4. Customer
Experience
5. Corporate
Responsibility
qMarket analysis reports for different geographical regions and performance data by market segments.
qCampaign performance reports and marketing ROI analyses; case studies of recent marketing or advertising campaigns.
qTarget audience profiles and segmentation strategies.
qCustomer surveys and feedback on brand perception.
qCustomer journey mapping, touchpoint analysis, and customer experience feedback.
qCustomer engagement strategy and metrics on customer engagement levels.
qRecent market research studies and consumer insight reports; data on consumer trends and behaviors.
qProduct/service quality standards, quality control procedures, and quality assurance reports.
qCorporate ethics policy and examples of ethical guidelines in action.
qRecords of ethical audits or assessments.
qSustainability reports, social responsibility initiatives, community involvement, and environmental impact assessments.
qCompliance policy documents and legal adherence reports.
qRecords of compliance training and audits.
qCrisis management plans and historical records of crisis response; post-crisis reports and analyses.
BRANDING DIAGNOSTIC—SECTION 1: DATA REQUEST
qSamples of marketing materials across various channels.
qBrand asset management and messaging guidelines, inventory of brand assets, and usage records.
qWebsite analytics/audits, social media performance reports, and digital marketing strategies.
qCustomer reviews, loyalty metrics, media mentions, and PR materials.
qReputation management strategies and crisis communication examples.
qBrand valuation reports and brand equity tracking studies.
qDetails of existing brand training programs and employee feedback or evaluation results of brand training effectiveness.
Item

9. Section 2: Checklists
BRANDING DIAGNOSTIC

10. Diagnostic Checklists
1.Brand Strategy
2.Communication
3.Marketing
4.Customer Experience
5.Corporate Responsibility
BRANDING DIAGNOSTIC—SECTION 2: CHECKLISTS

11. 1. Brand Strategy
1. Strategy & Alignment
qExamine the brand's vision, mission, and core values documents.
qAssess long-term strategic goals and brand positioning statements.
qAnalyze internal communication materials related to brand culture and values.
2. Brand Positioning
3. Brand Architecture
4. Visual Identity
5. Brand Extension &
Diversification
6. Innovation
7. Growth Strategy
8. Acquisition Strategy
Item
qEvaluate market research reports on brand positioning and competitive landscape.
qAnalyze customer perception surveys to understand brand positioning in the market.
qExamine brand visual assets (logos, color schemes, typography).
qAssess adherence to brand style guides and consistency across various mediums.
qExamine recent brand extension and diversification initiatives.
qAssess the performance and market reception of new product lines or market entries.
qReview documentation of recent innovations and R&D initiatives.
qAnalyze market feedback and the impact of these innovations.
qExamine growth strategy plans, including market analysis and business expansion records.
qAssess the alignment of growth strategies with overall brand objectives.
qReview details of recent acquisitions, including strategic rationale and integration plans.
qEvaluate post-acquisition performance and integration success.
1.Brand Strategy
2.Communication
3.Marketing
4.Customer Experience
5.Corporate Responsibility
BRANDING DIAGNOSTIC—SECTION 2: CHECKLISTS
9. Co-Branding StrategyqAnalyze information on co-branding partnerships and campaigns.
qAssess the impact of co-branding efforts on market positioning and brand strength.
qReview the structure of the brand portfolio, including sub-brands and product/service categories.
qUnderstand the relationship and hierarchy between the parent brand and its sub-brands.
Topic

12. 2. Communication
1. Brand MessagingqReview marketing materials across various channels for consistency in brand messaging.
qEvaluate internal guidelines and policies related to brand messaging and tone of voice.
2. Digital Presence
3. Brand Reputation
4. Brand Equity
5. Asset Management
6. Brand Training
Item
qAnalyze website analytics, social media performance reports, and digital marketing strategies.
qConduct user experience audits of digital platforms, including website and social media channels.
qReview brand valuation reports and brand equity tracking studies.
qEvaluate customer loyalty metrics and brand recognition surveys.
qInventory and assess brand assets, including logos, imagery, and other intellectual properties.
qExamine policies and guidelines on the usage and management of brand assets.
qDetail existing brand training programs and materials provided to employees.
qCollect feedback or evaluation results on the effectiveness of brand training.
1.Brand Strategy
2.Communication
3.Marketing
4.Customer Experience
5.Corporate Responsibility
BRANDING DIAGNOSTIC—SECTION 2: CHECKLISTS
qCollect and review customer reviews, media mentions, and PR materials.
qAssess strategies and materials related to reputation management and crisis communication.
Topic

13. 3. Marketing
1. Marketing Strategy qAnalyze overall marketing strategy documents, including short-term and long-term plans.
qReview specific campaign strategies, including objectives, target demographics, channels used, and creative approaches.
2. Local Market Dynamics
3. Marketing/Advertising
Effectiveness
4. Target Audience
Analysis
5. Marketing Materials
6. Budget & Resource
Allocation
Item
qReview market analysis reports for different geographical regions.
qAnalyze performance data by market segments, including international markets.
1.Brand Strategy
2.Communication
3.Marketing
4.Customer Experience
5.Corporate Responsibility
BRANDING DIAGNOSTIC—SECTION 2: CHECKLISTS
qCollect and review campaign performance reports and marketing ROI analyses.
qExamine case studies of recent marketing or advertising campaigns.
qAssess target audience profiles and segmentation strategies.
qReview customer surveys and feedback to gauge brand perception and reach.
qEvaluate marketing materials, including advertisements, brochures, and packaging for consistency and effectiveness.
qAssess how the brand's message and identity are conveyed through these materials.
qExamine the allocation of budgets across various marketing initiatives to assess prioritization and financial efficiency.
qReview the allocation of human and technological resources towards different marketing activities.
Topic

14. 4. Customer Experience
1. Customer JourneyqReview any existing customer journey maps and touchpoint analyses.
qAssess the alignment of these journeys with customer needs and expectations.
2. Customer Engagement
3. Consumer Insights
4. Product & Service
Quality
5. Customer Feedback
Item
qAnalyze the strategies and tools used for customer engagement, including digital and offline channels.
qReview metrics and reports on customer engagement levels, such as participation rates in loyalty programs or interactive platforms.
qReview product/service quality standards, quality control procedures, and customer feedback.
qAssess any quality assurance reports and customer service records for insights into product/service performance.
qGather and analyze customer feedback on marketing campaigns, including surveys, focus groups, and online reviews.
qAssess how the market has responded to recent marketing initiatives, including any changes in brand perception or customer base.
1.Brand Strategy
2.Communication
3.Marketing
4.Customer Experience
5.Corporate Responsibility
BRANDING DIAGNOSTIC—SECTION 2: CHECKLISTS
qExamine recent market research studies and consumer insight reports.
qEvaluate how these insights are used to inform customer experience strategies.
Topic

15. 5. Corporate Responsibility
1. Ethical PracticesqReview the brand’s code of ethics and any documentation showcasing ethical guidelines and policies.
qEvaluate records of ethical audits or assessments, if available.
2. Sustainability & Social
Responsibility
3. Compliance
4. Crisis Management
Item
qExamine sustainability reports, environmental impact assessments, and documentation of social responsibility initiatives.
qReview community involvement activities and any related impact assessments.
qAnalyze crisis management plans, including historical records of crisis response and post-crisis reports.
qEvaluate the effectiveness of these strategies in managing and mitigating crises.
1.Brand Strategy
2.Communication
3.Marketing
4.Customer Experience
5.Corporate Responsibility
BRANDING DIAGNOSTIC—SECTION 2: CHECKLISTS
qInspect compliance policy documents, legal adherence reports, and records of compliance training.
qAssess any recent legal challenges or compliance issues the brand has faced.
Topic

16. Section 3: Interview Guides
BRANDING DIAGNOSTIC

17. Interview Guides
1.Chief Executive Officer (CEO)
2.Chief Marketing Officer (CMO) or Head of Marketing
3.Head of Branding or Brand Manager
4.Customer Service or Experience Manager
5.Chief Sustainability Officer or CSR Manager (if applicable)
BRANDING DIAGNOSTIC—SECTION 3: INTERVIEW GUIDES

18. 1. Chief Executive Officer (CEO)
1. Brand Strategy
qHow would you describe the overarching brand strategy and vision of the company?
qCan you discuss any recent or upcoming brand extensions, acquisitions, or co-branding initiatives, and their strategic importance?
qIn what ways do you see the brand evolving over the next few years, and what are the key drivers of this evolution?
2. Communication
3. Marketing
4. Customer Experience
5. Corporate
Responsibility
qHow do you perceive the current effectiveness of brand messaging across different channels?
qIn your opinion, what are the strengths and areas for improvement in the brand's digital presence and overall communication approach?
qHow well does the current customer journey and engagement strategy align with customer expectations and needs?
qWhat are your thoughts on the feedback you receive from customers, and how do is this integrated this into improving products or services?
qHow do you view the company's role and performance in terms of ethical practices, sustainability, and social responsibility?
qIn cases of crisis or significant challenges, how do you believe the company has performed, and what lessons have been learned?
1.Chief Executive Officer (CEO)
2.Chief Marketing Officer (CMO) or Head of Marketing
3.Head of Branding or Brand Manager
4.Customer Service or Experience Manager
5.Chief Sustainability Officer or CSR Manager
BRANDING DIAGNOSTIC—SECTION 3: INTERVIEW GUIDES
qCan you describe the alignment of the current marketing strategies with the company's long-term objectives?
qHow do you assess the effectiveness of marketing and advertising efforts in reaching and engaging the target audience?
TopicQuestions

19. 2. Chief Marketing Officer (CMO) or Head of Marketing
1. Brand StrategyqHow do you define the current brand positioning, and how has it evolved to meet market demands?
qCan you discuss the rationale and objectives behind recent brand extensions or diversification efforts?
2. Communication
3. Marketing
4. Customer Experience
5. Corporate
Responsibility
qWhat are the key elements of brand messaging, and how do you ensure consistency across various channels?
qHow do you manage your digital presence, and what strategies do you use to optimize customer engagement online?
qHow does your brand strategy translate into the customer experience, particularly in terms of customer journey and engagement?
qWhat processes do you have in place to gather and utilize consumer insights for enhancing customer experiences?
qHow do you integrate commitments to ethical practices and social responsibility into the brand narrative and marketing?
qIn situations of crisis or negative publicity, what role does marketing play, and how do you ensure brand integrity is maintained?
1.Chief Executive Officer (CEO)
2.Chief Marketing Officer (CMO) or Head of Marketing
3.Head of Branding or Brand Manager
4.Customer Service or Experience Manager
5.Chief Sustainability Officer or CSR Manager
BRANDING DIAGNOSTIC—SECTION 3: INTERVIEW GUIDES
qCould you describe the overarching goals of the current marketing strategy and how it aligns with the brand vision?
qHow do you measure the effectiveness of your marketing campaigns, and what metrics do you prioritize?
qHow have you successfully adapted marketing strategies in response to changing market dynamics or customer feedback?
TopicQuestions

20. 3. Head of Branding or Brand Manager
1. Brand StrategyqHow do you ensure that the company's brand strategy is effectively communicated and understood across different departments?
qCan you describe any recent initiatives the company has undertaken to evolve or redefine its brand identity?
2. Communication
3. Marketing
4. Customer Experience
5. Corporate
Responsibility
qWhat processes are in place to maintain consistency in brand messaging across all communication channels?
qHow does your company approach the management and evolution of its digital presence, including websites and social media?
qHow does the brand strategy influence the design and management of the customer journey and overall experience?
qWhat role does brand management play in gathering and applying consumer insights to enhance customer experience?
qHow are the company’s commitments to sustainability and social responsibility reflected in the brand's messaging and identity?
qCan you provide examples of how the brand has effectively responded to and managed crises or challenges while maintaining brand
integrity?
1.Chief Executive Officer (CEO)
2.Chief Marketing Officer (CMO) or Head of Marketing
3.Head of Branding or Brand Manager
4.Customer Service or Experience Manager
5.Chief Sustainability Officer or CSR Manager
BRANDING DIAGNOSTIC—SECTION 3: INTERVIEW GUIDES
qHow is the brand strategy reflected in the company’s marketing campaigns and customer outreach?
qHow do you collaborate with the marketing team to ensure alignment between marketing initiatives and brand values?
TopicQuestions

21. 4. Customer Service or Experience Manager
1. Brand StrategyqHow does the company's brand strategy influence the customer service policies and standards in your department?
qIn what ways have you seen the brand strategy directly impact customer interactions and service experiences?
2. Communication
3. Marketing
4. Customer Experience
5. Corporate
Responsibility
qHow do you ensure that customer service communication aligns with the overall brand messaging and tone?
qCan you describe how customer feedback is communicated internally to inform brand strategy and messaging?
qHow do you measure and assess the quality of the customer experience your team delivers?
qCan you share examples of how customer feedback or data has led to improvements in the customer experience?
qHow does the company's commitment to ethical practices and social responsibility manifest in customer service interactions?
qIn situations where the company's corporate responsibility is questioned, how does your team address these concerns with customers?
1.Chief Executive Officer (CEO)
2.Chief Marketing Officer (CMO) or Head of Marketing
3.Head of Branding or Brand Manager
4.Customer Service or Experience Manager
5.Chief Sustainability Officer or CSR Manager
BRANDING DIAGNOSTIC—SECTION 3: INTERVIEW GUIDES
qWhat role does customer service play in supporting the company's marketing initiatives and enhancing customer engagement?
qHow do marketing strategies and campaigns impact customer expectations and experiences with your service team?
TopicQuestions

22. 5. Chief Sustainability Officer or CSR Manager
1. Brand Strategy
qHow do sustainability and CSR initiatives align with and support the company's overall brand strategy?
qCan you describe any recent shifts or developments in the company's brand strategy that have been influenced by sustainability or
social responsibility considerations?
2. Communication
3. Marketing
4. Customer Experience
5. Corporate
Responsibility
qHow are sustainability and CSR efforts communicated to both internal and external stakeholders to reinforce brand values?
qWhat challenges, if any, does the company face in communicating its sustainability and CSR initiatives, and how are these addressed?
qHow do sustainability and CSR initiatives impact the customer experience with your company's products or services?
qCan you share examples of customer feedback or responses to the company’s sustainability and CSR activities?
qWhat are the key sustainability and CSR initiatives currently undertaken by the company, and what impacts have they had?
qHow does the company measure and assess the effectiveness of its sustainability and CSR programs?
qIn your role, how do you stay abreast of emerging trends and best practices in sustainability and CSR, and how are these integrated
into the company’s strategy?
1.Chief Executive Officer (CEO)
2.Chief Marketing Officer (CMO) or Head of Marketing
3.Head of Branding or Brand Manager
4.Customer Service or Experience Manager
5.Chief Sustainability Officer or CSR Manager
BRANDING DIAGNOSTIC—SECTION 3: INTERVIEW GUIDES
qIn what ways do marketing campaigns incorporate the company's sustainability and CSR messages?
qHow do you ensure that the company's marketing messages accurately and authentically reflect its sustainability and CSR efforts?
TopicQuestions

23. Section 4: Scorecards
BRANDING DIAGNOSTIC

24. Summary: Branding Diagnostic for [ORGANIZATION NAME]
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS
1. Overarching Brand Strategy
Topic Item Nascent Developing Mature Optimized Comments
xx
I. BRAND STRATEGY
2. Organizational Alignment
3. Brand Positioning
4. Brand Architecture
5. Visual Identity
6. Brand Extension & Diversification
7. Innovation
8. Growth Strategy
9. Acquisition Strategy
xx
xx
xx
xx
xx
xx
xx
xx
10. Co-Branding Strategy
xx

25. Summary: Branding Diagnostic for [ORGANIZATION NAME]
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS
11. Brand Messaging
Topic Item Nascent Developing Mature Optimized Comments
xx
II. COMMUNICATION
12. Digital Presence
13. Brand Reputation
14. Brand Equity
15. Asset Management
16. Brand Training
17. Marketing Strategy
18. Local Market Dynamics
19. Marketing/Advertising
Effectiveness
III. MARKETING
xx
xx
xx
xx
xx
xx
xx
xx
20. Target Audience Analysis
xx

26. Summary: Branding Diagnostic for [ORGANIZATION NAME]
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS
21. Customer Journey
Topic Item Nascent Developing Mature Optimized Comments
xxIV. CUSTOMER
EXPERIENCE
22. Customer Engagement
xx
23. Consumer Insights
24. Product & Service Quality
25. Ethical Practices
26. Sustainability & Social
Responsibility
27. Compliance
28. Crisis Management
V. CORPORATE
RESPONSIBILITY
xx
xx
xx
xx
xx
xx

27. qVision and Direction: Lacks a clear brand vision or long-term strategic direction.
qConsistency: Little to no consistency in brand messaging and identity across different channels and platforms.
qIntegration: Minimal integration of the brand strategy with business operations and company culture.
qStakeholder Understanding: Poor understanding and articulation of brand value propositions for different stakeholders.
qStrategic Goals: No clear strategic goals tied to the brand or its development.
qVision and Direction: The brand vision is present though not fully defined or communicated effectively.
qConsistency: Some level of consistency in brand messaging and identity; this is not universally applied.
qIntegration: Moderate integration of brand strategy with business functions; some departments may be more aligned than others.
qStakeholder Understanding: Basic understanding of brand value propositions for different stakeholders, though not leveraged effectively.
qStrategic Goals: Strategic goals exist though they may not be fully aligned with the brand's vision or are inconsistently pursued.
qVision and Direction: A clear and compelling brand vision is well-articulated and understood throughout the organization.
qConsistency: High consistency in brand messaging and identity across all channels and platforms.
qIntegration: Strong integration of brand strategy with business operations and company culture.
qStakeholder Understanding: Good understanding and articulation of the brand's value propositions for different stakeholders, effectively
utilized in strategic decisions.
qStrategic Goals: Clear strategic goals are aligned with the brand's vision and are actively pursued and measured.
qVision and Direction: The brand has a visionary and inspirational direction that sets industry standards.
qConsistency: Exceptional consistency and cohesiveness in brand messaging and identity, serving as a benchmark in the industry.
qIntegration: Seamless integration of brand strategy with all aspects of business operations, driving company culture and strategic decisions.
qStakeholder Understanding: Advanced understanding of stakeholder needs and preferences, with brand value propositions leading the
market trends.
qStrategic Goals: Strategic goals not only align with the brand vision but also push the boundaries, driving innovation and industry leadership.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
1. Overarching Brand Strategy
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

28. qBrand Understanding Among Employees: Limited understanding of the brand among employees; inconsistency in brand advocacy.
qAlignment with Corporate Culture: The brand values are not reflected in the corporate culture; a disconnect is evident.
qInternal Branding Efforts: Minimal efforts in internal branding; lack of coherent strategy to embed brand values internally.
qEmployee Engagement with Brand: Low employee engagement with the brand; minimal sense of brand ownership or pride.
qLeadership Brand Championing: Leadership rarely communicates or champions the brand internally; a gap in leadership involvement.
qBrand Understanding Among Employees: Some employees have a basic understanding of the brand though inconsistencies are prevalent.
qAlignment with Corporate Culture: The brand values are partially reflected in the corporate culture; alignment is still developing.
qInternal Branding Efforts: Moderate efforts towards internal branding; strategies to embed brand values are in early stages.
qEmployee Engagement with Brand: Employee engagement with the brand is growing; however, a strong connection is still lacking.
qLeadership Brand Championing: Leadership occasionally communicates the brand's importance; consistent championing is missing.
qBrand Understanding Among Employees: Most employees have a strong understanding of the brand and its values.
qAlignment with Corporate Culture: The brand values are well-reflected in the corporate culture; alignment is strong.
qInternal Branding Efforts: Robust internal branding efforts; strategies to embed brand values are effectively implemented.
qEmployee Engagement with Brand: High employee engagement with the brand; employees show pride and ownership in the brand.
qLeadership Brand Championing: Leadership regularly communicates and champions the brand internally; visible commitment from the top.
qBrand Understanding Among Employees: Employees across all levels have an exceptional understanding of the brand and actively
advocate for it.
qAlignment with Corporate Culture: The brand values are intricately woven into the corporate culture; alignment is exemplary.
qInternal Branding Efforts: Strategic and innovative internal branding efforts; brand values deeply embedded in all aspects of organization.
qEmployee Engagement with Brand: Employees are highly engaged and are active ambassadors of the brand, both internally and externally.
qLeadership Brand Championing: Leadership exemplifies brand values and consistently champions the brand; they are key drivers in
fostering a brand-centric culture.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
2. Organizational Alignment
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

29. qDifferentiation: The brand lacks a unique selling proposition and blends in with competitors.
qMarket Understanding: Limited understanding of market dynamics and target audience needs.
qCompetitive Analysis: Minimal or no analysis of competitive positioning.
qAlignment with Business Strategy: Brand positioning is not aligned with the overall business strategy.
qCommunication: Inconsistent or unclear communication of the brand's positioning to the market.
qDifferentiation: Some elements of a unique selling proposition are identified though not fully leveraged.
qMarket Understanding: Basic understanding of market trends and target audience; insights not deeply integrated into positioning strategies.
qCompetitive Analysis: Occasional competitive analysis conducted, though not systematically used for positioning.
qAlignment with Business Strategy: Partial alignment of brand positioning with business strategy; lacks full integration.
qCommunication: Brand positioning is communicated, though not effectively resonating with the target audience.
qDifferentiation: Clear unique selling proposition that sets the brand apart from competitors.
qMarket Understanding: Strong understanding of market dynamics and target audience needs, effectively integrated into positioning strategy.
qCompetitive Analysis: Regular and thorough competitive analysis informs the brand's positioning.
qAlignment with Business Strategy: Brand positioning is well-aligned and supports the overall business strategy.
qCommunication: Effective and consistent communication of brand positioning, resonating well with the target audience.
qDifferentiation: The brand's unique selling proposition is industry-leading and highly distinctive.
qMarket Understanding: Deep and proactive understanding of market trends, with the brand often setting new trends.
qCompetitive Analysis: Advanced, ongoing competitive analysis that helps in maintaining a leading position in the market.
qAlignment with Business Strategy: Brand positioning is intricately woven into the fabric of business strategy, driving growth and innovation.
qCommunication: Exceptional communication of brand positioning, establishing the brand as a thought leader and trendsetter in the industry.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
3. Brand Positioning
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

30. qStructure and Clarity: The brand lacks a clear structure, leading to confusion in the market about its offerings.
qBrand Hierarchy: Poorly defined or nonexistent hierarchy between the parent brand and sub-brands or products.
qConsistency: Minimal consistency or synergy among different brands or product lines.
qMarket Fit: Limited understanding of how different brands or products fit into the market or meet customer needs.
qStrategic Purpose: Lack of strategic purpose in the current brand architecture setup.
qStructure and Clarity: Some level of structure in the brand portfolio, though it may not be effectively communicated or understood.
qBrand Hierarchy: Brand hierarchy is present though may not be optimally defined or leveraged.
qConsistency: Occasional consistency and synergy across the brand portfolio, though it lacks a unified approach.
qMarket Fit: Basic understanding of market fit for different brands or products, though not strategically aligned.
qStrategic Purpose: Emerging sense of strategic purpose behind the brand architecture, though not fully realized.
qStructure and Clarity: Clear structure within the brand portfolio that is easily understood by the target audience.
qBrand Hierarchy: Well-defined brand hierarchy that effectively supports the overall brand strategy.
qConsistency: Strong consistency and synergy across the brand portfolio, enhancing brand equity.
qMarket Fit: Good understanding and strategic alignment of each brand's or product's fit in the market.
qStrategic Purpose: Clear strategic purpose driving the current brand architecture, supporting business objectives.
qStructure and Clarity: The brand architecture is optimally structured, setting industry standards for clarity and coherence.
qBrand Hierarchy: The brand hierarchy is expertly crafted, maximizing the potential and positioning of each sub-brand or product.
qConsistency: Exceptional consistency and synergy across the portfolio, significantly enhancing overall brand value.
qMarket Fit: Advanced and proactive understanding of market fit for all brands, with strategic alignment that anticipates market shifts.
qStrategic Purpose: The brand architecture demonstrates industry-leading strategic thinking, driving innovation and market leadership.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
4. Brand Architecture
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

31. qConsistency Across Channels: The visual identity varies significantly across different channels; lacks uniformity.
qAlignment with Brand Values: The visual elements do not clearly reflect or align with the brand's core values or messaging.
qDesign Quality: Basic or outdated design elements are used; the aesthetic appeal is low.
qMemorability: The visual identity is not distinctive or memorable; it fails to stand out in the market.
qAdaptability and Scalability: Poor adaptability of visual elements across various formats and platforms; scalability is limited.
qConsistency Across Channels: Some level of consistency in visual identity is evident across channels; however, inconsistencies still exist.
qAlignment with Brand Values: Visual elements partially reflect brand values; the alignment is not fully realized.
qDesign Quality: Moderate design quality is employed; the aesthetic is satisfactory though not leading-edge.
qMemorability: The visual identity has some distinctive features; however, it is not highly memorable or unique.
qAdaptability and Scalability: Visual elements show moderate adaptability; scalability across different mediums is somewhat effective.
qConsistency Across Channels: High consistency in visual identity across all channels and touchpoints is evident.
qAlignment with Brand Values: Visual elements effectively embody and communicate the brand's values and personality.
qDesign Quality: High-quality, contemporary design elements are used; aesthetic appeal is strong.
qMemorability: The visual identity is distinctive and memorable; it effectively differentiates the brand in the market.
qAdaptability and Scalability: Excellent adaptability of visual elements across various formats; scalability is well-managed.
qConsistency Across Channels: The visual identity is exceptionally consistent across all channels, setting industry standards.
qAlignment with Brand Values: Visual elements are perfectly aligned with brand values, enhancing brand messaging and identity.
qDesign Quality: State-of-the-art design elements are employed; the aesthetic is innovative and trendsetting.
qMemorability: The visual identity is highly distinctive and memorable; it sets the brand apart as an industry leader.
qAdaptability and Scalability: Outstanding adaptability and scalability of visual elements across diverse formats; the visual identity thrives in
various contexts.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
5. Visual Identity
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

32. qStrategic Fit: Extensions and diversifications appear random or misaligned with the core brand; lack of clear strategic fit.
qMarket Research: Minimal market research conducted before extending or diversifying; decisions seem uninformed.
qBrand Leverage: Poor leverage of existing brand equity in new ventures; new extensions dilute or conflict with the core brand identity.
qCustomer Reception: New extensions or diversifications are poorly received; confusion or negative feedback from customers.
qPerformance and ROI: Extensions and diversifications show low performance; return on investment is not meeting expectations.
qStrategic Fit: Some extensions and diversifications align with the core brand; however, overall strategic coherence is lacking.
qMarket Research: Basic market research guides extension decisions; though, insights are not fully leveraged.
qBrand Leverage: Moderate leverage of existing brand equity; some extensions may still conflict with core brand values.
qCustomer Reception: Mixed reception from customers; some successful extensions, others are less effective.
qPerformance and ROI: Varying performance across extensions; some achieve objectives while others fall short.
qStrategic Fit: Brand extensions and diversifications are strategically aligned with the core brand and its values.
qMarket Research: Thorough market research informs decisions, ensuring relevance and viability of extensions.
qBrand Leverage: Effective leverage of existing brand equity; extensions and diversifications enhance the brand.
qCustomer Reception: Positive reception from customers; extensions are seen as valuable additions.
qPerformance and ROI: Strong performance from extensions and diversifications; clear contribution to brand strength and profitability.
qStrategic Fit: Brand extensions and diversifications are expertly aligned, setting industry benchmarks for strategic coherence.
qMarket Research: Advanced, proactive market research drives innovative and trendsetting extensions.
qBrand Leverage: Outstanding leverage of brand equity; new ventures significantly strengthen and broaden the brand's appeal.
qCustomer Reception: Exceptional customer reception; extensions are seen as market-leading and highly desirable.
qPerformance and ROI: Exceptional performance and return on investment; extensions and diversifications are major contributors to brand
success and industry leadership.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
6. Brand Extension and Diversification
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

33. qInnovation Strategy: Lacks a clear strategy for innovation; reactive rather than proactive approach to new ideas.
qMarket Responsiveness: Slow to respond to market changes; innovations are few and often outdated upon implementation.
qResource Allocation: Minimal resources allocated for innovation; lack of investment in research and development.
qCultural Support: Little to no organizational support for innovative thinking; risk-averse culture dominates.
qImpact and Relevance: Innovations, when they occur, have minimal impact; they often fail to meet current market needs.
qInnovation Strategy: Some elements of an innovation strategy exist; though, it is not fully integrated or consistently applied.
qMarket Responsiveness: Moderately responsive to market changes; some delays in bringing innovations to market.
qResource Allocation: Limited resources are allocated for innovation; investment in R&D is inconsistent.
qCultural Support: Emerging support for innovation within the organization; however, a supportive culture is not yet widespread.
qImpact and Relevance: Innovations have mixed impact; some meet market needs, while others miss the mark.
qInnovation Strategy: A well-defined innovation strategy is in place and actively pursued.
qMarket Responsiveness: Quick and effective response to market changes; innovations are timely and relevant.
qResource Allocation: Adequate resources are allocated for innovation, including consistent investment in R&D.
qCultural Support: A supportive culture for innovation exists; creative thinking and risk-taking are encouraged.
qImpact and Relevance: Innovations significantly impact the market; they are relevant and well-received by customers.
qInnovation Strategy: The brand leads with an advanced, industry-setting innovation strategy; consistently integrates cutting-edge ideas.
qMarket Responsiveness: Exceptionally quick and adept at responding to market changes; often sets trends with its innovations.
qResource Allocation: Substantial resources are dedicated to innovation; investment in R&D drives industry-leading developments.
qCultural Support: A culture of innovation permeates the organization; creativity and experimentation are deeply embedded.
qImpact and Relevance: Innovations are highly impactful and set industry standards; they not only meet but often anticipate market needs.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
7. Innovation
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

34. qStrategic Planning: Lack of a clear or coherent growth strategy; plans are vague and lack specific objectives.
qMarket Expansion: Minimal efforts towards market expansion; the brand struggles to move beyond its existing market.
qProduct/Service Development: Limited development of new products or services; innovation is lacking.
qResource Allocation: Poor allocation of resources towards growth activities; investments in growth are either insufficient or misdirected.
qPerformance Tracking: No systematic approach to track the performance or success of growth strategies.
qStrategic Planning: Some elements of growth strategy are in place, though lacking integration and long-term perspective.
qMarket Expansion: Attempts at market expansion are made, though sporadic and not always based on market research or insights.
qProduct/Service Development: Occasional introduction of new products or services; lack of differentiation or clear value propositions.
qResource Allocation: Resources are allocated towards growth, though the approach may be unstructured or not aligned with strategic goals.
qPerformance Tracking: Basic tracking of growth initiatives; metrics and analysis are not comprehensive.
qStrategic Planning: A well-defined growth strategy is in place, with clear objectives and an understanding of market dynamics.
qMarket Expansion: Effective market expansion strategies are employed, based on thorough research and understanding of new markets.
qProduct/Service Development: Regular introduction of new and improved products/services that meet customer needs and market trends.
qResource Allocation: Strategic and efficient allocation of resources to support growth objectives.
qPerformance Tracking: Robust tracking and analysis of growth initiatives; use of metrics to gauge success and inform future strategies.
qStrategic Planning: Advanced strategic planning for growth; brand sets industry standards with innovative growth strategies.
qMarket Expansion: Exceptional market expansion success, entering new markets with well-researched and tailored strategies.
qProduct/Service Development: Continuous, innovative development of products/services that define market trends and customer needs.
qResource Allocation: Optimal allocation of resources, leveraging data and insights for maximum impact on growth.
qPerformance Tracking: Sophisticated performance tracking systems in place; data-driven insights continually refine and enhance growth
strategies.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
8. Growth Strategy
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

35. qStrategic Alignment: Acquisitions lack clear strategic alignment with the brand’s core objectives and values.
qDue Diligence: Minimal or ineffective due diligence conducted before acquisitions; significant risks are often overlooked.
qIntegration: Poor planning for post-acquisition integration; lack of clarity on how to incorporate acquisitions into the existing business.
qValue Creation: Acquisitions fail to create intended value; they often lead to financial strain or operational disruptions.
qPerformance Metrics: No systematic monitoring of acquisition performance; failure to assess post-acquisition success or outcome learnings.
qStrategic Alignment: Some acquisitions are strategically aligned; overall approach lacks consistency.
qDue Diligence: Basic due diligence is conducted, though it may not cover all critical areas comprehensively.
qIntegration: Moderately effective integration planning; challenges in assimilating acquisitions into the existing business structure.
qValue Creation: Mixed results in terms of value creation; some acquisitions contribute positively, while others do not meet expectations.
qPerformance Metrics: Occasional monitoring of acquisition outcomes; limited use of insights for future acquisition strategies.
qStrategic Alignment: Acquisitions are well-aligned with the brand’s strategic goals and core values.
qDue Diligence: Thorough and effective due diligence process; risks and opportunities are well-assessed.
qIntegration: Strong planning for integration; acquisitions are effectively merged into the existing business operations.
qValue Creation: Acquisitions generally create significant value; they contribute positively to the brand’s growth and market position.
qPerformance Metrics: Regular and systematic monitoring of acquisition performance; insights inform future acquisition decisions.
qStrategic Alignment: Acquisitions are perfectly aligned with strategic objectives; reinforce and enhance brand’s market position and values.
qDue Diligence: Exceptional due diligence, leveraging advanced tools and expertise; comprehensive risk and opportunity assessment.
qIntegration: Seamless integration planning; acquisitions are integrated flawlessly, adding significant value to business operations.
qValue Creation: Acquisitions consistently create substantial value, driving significant growth, innovation, and competitive advantage.
qPerformance Metrics: Sophisticated performance monitoring with actionable insights; continuous improvement in acquisition strategy based
on data-driven analysis.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
9. Acquisition Strategy
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

36. qStrategic Fit: Co-branding partnerships lack strategic fit; the partnerships don’t complement or enhance the brand's value.
qPartner Selection: Partner selection process is ad hoc with minimal criteria; often results in mismatched or ineffective partnerships.
qCollaborative Execution: Poor execution of co-branding initiatives; lack of synergy and coordination between partners.
qMarket Impact: Co-branding efforts have minimal market impact; they fail to resonate with target audiences or achieve desired objectives.
qPerformance Evaluation: No systematic approach to evaluate the performance or ROI of co-branding initiatives.
qStrategic Fit: Some co-branding partnerships show strategic alignment, though consistency in fit and purpose is lacking.
qPartner Selection: Basic criteria for partner selection exist, but the process is not comprehensive or rigorously applied.
qCollaborative Execution: Moderate execution of co-branding initiatives; some degree of synergy, but with mixed results.
qMarket Impact: Co-branding initiatives have a moderate impact, though often fall short of significantly enhancing brand value or appeal.
qPerformance Evaluation: Occasional evaluation of co-branding efforts; metrics and analysis are not thorough or standardized.
qStrategic Fit: Co-branding partnerships are well-chosen with clear strategic fit, complementing and enhancing the brand’s value.
qPartner Selection: Effective and systematic partner selection process, ensuring alignment in values and objectives.
qCollaborative Execution: Strong execution of co-branding initiatives; notable synergy and collaboration between partners.
qMarket Impact: Co-branding initiatives make a significant positive impact on the market, enhancing brand perception and customer appeal.
qPerformance Evaluation: Regular and systematic evaluation of co-branding initiatives, with clear metrics to assess performance and ROI.
qStrategic Fit: Co-branding partnerships are strategically impeccable, setting industry standards for collaboration and mutual enhancement.
qPartner Selection: Sophisticated partner selection process, leveraging deep analysis and strategic foresight.
qCollaborative Execution: Exceptional execution of co-branding initiatives; partnerships are highly synergistic, innovative, and impactful.
qMarket Impact: Co-branding efforts significantly enhance brand value and market position; they resonate strongly with customers and set
market trends.
qPerformance Evaluation: Advanced evaluation methods with comprehensive metrics; insights from co-branding efforts drive continuous
strategic improvement.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
10. Co-Branding Strategy
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

37. qClarity of Message: Brand messages are often unclear or confusing; lack a coherent narrative or value proposition.
qConsistency Across Channels: Significant inconsistency in messaging across different platforms and channels.
qAlignment with Brand Values: Messages frequently do not align with or reflect the brand's core values and identity.
qTone/Voice Consistency: Brand tone and voice vary significantly across messages and platforms; lack of a recognizable brand voice.
qImpact and Differentiation: Messaging has minimal impact; fails to differentiate the brand in the market.
qClarity of Message: Some brand messages are clear; however, a unified and coherent narrative is lacking.
qConsistency Across Channels: Moderate inconsistency in messaging; some alignment across channels, though gaps are evident.
qAlignment with Brand Values: Occasional alignment of messages with brand values; however, this is not consistently achieved.
qTone/Voice Consistency: Some level of consistency in tone and voice; however, it is not well-defined or uniformly applied.
qImpact and Differentiation: Messaging has a moderate impact; begins to differentiate the brand, though not strongly.
qClarity of Message: Brand messages are clear, concise, and effectively communicate the intended narrative and value proposition.
qConsistency Across Channels: High consistency in messaging across all platforms and channels.
qAlignment with Brand Values: Messages consistently align with and reflect the brand's core values and identity.
qTone/Voice Consistency: Strong consistency in the brand's tone and voice across all messaging, enhancing brand recognition.
qImpact and Differentiation: Messaging significantly impacts and effectively differentiates the brand in the market.
qClarity of Message: Brand messages are exceptionally clear and compelling; they establish a powerful and memorable narrative.
qConsistency Across Channels: Messaging is exceptionally consistent and seamlessly integrated across all channels.
qAlignment with Brand Values: Messages perfectly align with the brand's values and identity, enhancing brand perception.
qTone/Voice Consistency: The brand's tone and voice are distinctively consistent and recognizable, setting the brand apart.
qImpact and Differentiation: Messaging is highly impactful and clearly sets the brand apart as a leader in the industry.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
11. Brand Messaging
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

38. qWebsite and Social Media: Limited or outdated website and social media presence; lacks user engagement and content quality.
qConsistency Across Digital Platforms: Significant inconsistency in branding and messaging across digital platforms.
qUser Experience (UX): Poor user experience on digital platforms; issues with navigation, design, and accessibility.
qSearch Engine Optimization (SEO): Low search engine rankings; minimal online visibility and discoverability.
qDigital Engagement and Analytics: Minimal engagement on digital platforms; lack of effective use of analytics to drive improvements.
qWebsite and Social Media: Basic website and social media presence; though content and engagement are inconsistent.
qConsistency Across Digital Platforms: Some level of branding and messaging consistency, but gaps and inconsistencies are noticeable.
qUser Experience (UX): Moderate user experience; some issues with design, navigation, or accessibility remain.
qSearch Engine Optimization (SEO): Moderate search engine rankings; online visibility is growing but not yet optimized.
qDigital Engagement and Analytics: Some engagement on digital platforms; beginning to use analytics for insights, but not systematically.
qWebsite and Social Media: Strong website and social media presence with high-quality content and good user engagement.
qConsistency Across Digital Platforms: High consistency in branding and messaging across all digital platforms.
qUser Experience (UX): Good user experience with well-designed, navigable, and accessible digital platforms.
qSearch Engine Optimization (SEO): High search engine rankings; strong online visibility and discoverability.
qDigital Engagement and Analytics: Active engagement on digital platforms; effective use of analytics to inform strategies and
improvements.
qWebsite and Social Media: Exceptional website and social media presence; industry-leading in terms of content quality and user
engagement.
qConsistency Across Digital Platforms: Seamless consistency in branding and messaging across digital platforms; sets industry standards.
qUser Experience (UX): Outstanding user experience; innovative and accessible design, setting industry benchmarks.
qSearch Engine Optimization (SEO): Top-tier search engine rankings; optimized online visibility and discoverability.
qDigital Engagement and Analytics: High levels of digital engagement; advanced use of analytics for continuous improvement and strategic
insights.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
12. Digital Presence
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

39. qPublic Perception: The brand is largely unknown or has a negative perception among the public and stakeholders.
qMedia Coverage: Minimal or negative media coverage; lack of proactive media engagement.
qStakeholder Trust and Loyalty: Low levels of trust and loyalty among customers, investors, and other stakeholders.
qReputation Equity: The brand has little to no recognition as an asset; reputation equity is not leveraged.
qBrand Advocacy: Few advocates or champions for the brand; word-of-mouth is neutral or negative.
qPublic Perception: Mixed public perception; the brand is known but struggles with some negative connotations.
qMedia Coverage: Inconsistent media coverage; some positive, some negative; proactive media engagement is developing.
qStakeholder Trust and Loyalty: Developing trust and loyalty among stakeholders; however, significant work remains.
qReputation Equity: The brand is beginning to be recognized for certain attributes; reputation equity is sporadically utilized.
qBrand Advocacy: An increasing number of advocates; word-of-mouth is becoming more positive, though inconsistently.
qPublic Perception: Generally positive public perception; the brand is respected and well-regarded.
qMedia Coverage: Regular, positive media coverage; effective and proactive media relations.
qStakeholder Trust and Loyalty: High levels of trust and loyalty from customers, investors, and other stakeholders.
qReputation Equity: Strong reputation equity that contributes positively to the brand's value and market position.
qBrand Advocacy: A solid base of brand advocates; positive word-of-mouth is actively generated and leveraged.
qPublic Perception: Exceptional public perception; the brand is highly esteemed and often cited as an industry leader.
qMedia Coverage: Outstanding media presence; regularly featured positively in media; sets trends in industry coverage.
qStakeholder Trust and Loyalty: High levels of trust and unwavering loyalty from all stakeholders; seen as a benchmark in the industry.
qReputation Equity: Reputation is a key differentiator and strategic asset; expertly leveraged for competitive advantage.
qBrand Advocacy: A robust network of passionate advocates and influencers; word-of-mouth is a significant driver of growth and reputation.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
13. Brand Reputation
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

40. qBrand Awareness: The brand is virtually unknown with no significant recognition in the market.
qBrand Loyalty: Very low customer retention; consumers show little to no loyalty to the brand.
qBrand Tracking: No systematic tracking of how the market perceives the brand or how brand qualities compare to competitors.
qBrand Associations: Few to no positive associations are linked with the brand; it lacks a clear identity.
qFinancial Value: The brand contributes minimal financial value to the business; it has little to no impact on consumers' purchasing decisions.
qBrand Awareness: Some market recognition, but the brand is not top-of-mind for most consumers.
qBrand Loyalty: A small group of repeat customers exists; however, brand loyalty is not robust or widespread.
qBrand Tracking: Basic tracking of brand perception in the market; limited comparison with competitors and peers.
qBrand Associations: The brand is beginning to develop positive associations, though they are not strong or distinct.
qFinancial Value: The brand has a growing financial value but is not a major driver of business success.
qBrand Awareness: High brand awareness; the brand is well-known and recognized in the market.
qBrand Loyalty: Good customer retention rates; a loyal customer base that prefers the brand over competitors.
qBrand Tracking: Effective tracking of brand perception in the market; clear understanding of how the brand is perceived against competitors.
qBrand Associations: Strong, positive brand associations that are well-defined and contribute to a favorable brand identity.
qFinancial Value: The brand adds significant financial value to the business and influences purchasing decisions.
qBrand Awareness: The brand is a market leader with top-of-mind awareness among a broad consumer base.
qBrand Loyalty: Exceptional brand loyalty; customers are devoted and often advocate for the brand.
qBrand Tracking: Robust and sophisticated tracking of market perceptions; a clear and detailed picture of the brand's qualities as compared to
peers and competitors.
qBrand Associations: The brand has powerful, unique associations that set it apart as an industry icon.
qFinancial Value: The brand is a key asset with a substantial financial impact on the company's profitability and market share.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
14. Brand Equity
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

41. qAsset Inventory: Incomplete or unorganized inventory of brand assets; lack of awareness of available assets.
qUsage Guidelines: Minimal or no guidelines on how to use brand assets; inconsistent application across various channels.
qAsset Accessibility: Poor accessibility to brand assets for internal teams; assets are often outdated or hard to locate.
qBrand Consistency: Frequent inconsistencies in brand representation across different platforms and materials.
qMonitoring and Compliance: No system to monitor the use of brand assets; non-compliance with brand standards is common.
qAsset Inventory: Basic inventory of brand assets exists, though not comprehensive or regularly updated.
qUsage Guidelines: Some guidelines for asset usage are available, though not extensive or strictly enforced.
qAsset Accessibility: Moderate accessibility to brand assets for internal use, though retrieval can be inefficient.
qBrand Consistency: Inconsistent brand representation is noticeable; efforts to maintain consistency are uneven.
qMonitoring and Compliance: Occasional monitoring of asset usage; compliance with brand standards is inconsistent.
qAsset Inventory: Well-maintained and comprehensive inventory of all brand assets, regularly updated.
qUsage Guidelines: Clear and detailed guidelines for using brand assets are available and communicated effectively.
qAsset Accessibility: Easy accessibility to up-to-date brand assets for all relevant internal stakeholders.
qBrand Consistency: Strong brand consistency across all platforms and materials, adhering to established guidelines.
qMonitoring and Compliance: Regular monitoring of brand asset usage with good compliance to brand standards across the organization.
qAsset Inventory: State-of-the-art asset management system in place; all assets are current, easily accessible, and well-organized.
qUsage Guidelines: Comprehensive and intuitive guidelines for asset use; regularly updated to reflect evolving brand standards.
qAsset Accessibility: Seamless and efficient access to brand assets, facilitated by advanced management tools.
qBrand Consistency: Exceptional brand consistency achieved across all touchpoints, enhancing brand equity and recognition.
qMonitoring and Compliance: Sophisticated systems for monitoring and ensuring compliance; brand asset management is integral to
maintaining brand integrity.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
15. Asset Management
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

42. qTraining Program: Little to no brand-related training programs available for employees.
qContent Quality: Training content is outdated, irrelevant, or lacks depth; fails to effectively communicate brand values and strategies.
qEmployee Participation: Low participation in training programs; employees are not engaged or motivated to learn.
qKnowledge Application: Employees rarely apply brand knowledge; lack of understanding of how their work relates to the brand.
qImpact Assessment: No measures in place to assess the impact of brand training on employee performance and brand alignment.
qTraining Program: Some brand training programs are available, though not comprehensive or accessible to all employees.
qContent Quality: Training content covers basic brand topics; however, it lacks inspiration or advanced insights.
qEmployee Participation: Moderate participation in training programs; engagement levels vary among employees.
qKnowledge Application: Inconsistent application of brand knowledge in everyday work; not all employees demonstrate understanding.
qImpact Assessment: Limited assessment of training impact; sporadic efforts to understand how training influences brand alignment.
qTraining Program: A range of brand training programs is available and accessible to all employees.
qContent Quality: Training content is relevant, up-to-date, and effectively communicates the brand's values and strategies.
qEmployee Participation: High levels of participation in training programs; employees are generally engaged and find the content valuable.
qKnowledge Application: Employees regularly apply brand knowledge, with high understanding of the brand's impact on their work.
qImpact Assessment: Systematic measures are in place to assess the impact of training on employee performance and brand alignment.
qTraining Program: Comprehensive, innovative brand training programs are widely accessible and tailored to various roles and departments.
qContent Quality: Exceptional training content that is engaging, insightful, and continuously updated to reflect brand evolution.
qEmployee Participation: Excellent participation and engagement in training; employees are enthusiastic and committed to learning.
qKnowledge Application: Employees consistently and proactively apply brand knowledge, enhancing their work and contributing to brand
strength.
qImpact Assessment: Advanced methods for assessing the impact of training; clear evidence of training’s positive effects on employee
performance and brand cohesion.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
16. Brand Training
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

43. qStrategy Development: Lack of a clear or coherent marketing strategy; plans are vague, lack specific objectives and direction.
qChannels and Tactics: Ineffective or random selection of marketing channels and tactics; lack of a data-driven approach.
qIntegration with Business Goals: Marketing strategy is not aligned with overall business goals and objectives.
qMeasurement and Adaptability: No systematic approach to measure marketing effectiveness; lack of agility to adapt strategies based on
performance data.
qStrategy Development: Some elements of a marketing strategy exist, though they lack integration and a long-term perspective.
qChannels and Tactics: Moderate selection of channels and tactics, though choices may not be optimized for target audience engagement.
qIntegration with Business Goals: Some alignment of marketing strategy with business goals, though integration is not systematic.
qMeasurement and Adaptability: Limited measurement of marketing effectiveness; some responsiveness to data, but changes are not
consistently implemented.
qStrategy Development: Well-defined marketing strategy, with clear objectives and an understanding of market dynamics.
qChannels and Tactics: Strategic selection of channels and tactics that align with audience preferences and behaviors.
qIntegration with Business Goals: Marketing strategy is well-aligned with and supports overall business goals.
qMeasurement and Adaptability: Robust systems to measure marketing effectiveness; strategies are regularly adapted based on insights
and market trends.
qStrategy Development: Advanced, data-driven marketing strategy; innovative and sets industry standards.
qChannels and Tactics: Optimized, dynamic selection of channels and tactics, leveraging cutting-edge tools and methods for maximum results.
Integration with Business Goals: Marketing strategy is seamlessly integrated with business goals, driving growth and market leadership.
qMeasurement and Adaptability: Sophisticated measurement and continuous adaptation of strategy; proactive and agile in response to
market shifts and data insights.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
17. Marketing Strategy
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

44. qMarket Understanding: Limited understanding of local market behaviors, preferences, and regulations.
qAdaptability: Struggles to adapt products, services, and marketing strategies to different local markets.
qCompetitive Position: Weak competitive position; lacks clarity on local competitors' strategies and market share.
qCultural Sensitivity: Minimal consideration of cultural nuances in marketing efforts; potential for cultural missteps.
qInternational Strategy: International presence is either non-existent or poorly managed with little to no localization strategy.
qMarket Understanding: Some knowledge of local market dynamics; however, insights are not deeply integrated into strategies.
qAdaptability: Moderate adaptability to local markets; some efforts at localization are evident but lack consistency.
qCompetitive Position: Developing awareness of local competition; some understanding of competitors but not fully analyzed or leveraged.
qCultural Sensitivity: Growing awareness of cultural differences; attempts at cultural relevance, though not always successfully.
qInternational Strategy: Has an international presence; starting to develop localization strategies but has not fully realized global potential.
qMarket Understanding: Strong understanding of local market dynamics; leverages consumer insights to inform decisions.
qAdaptability: Successfully adapts offerings and marketing strategies to meet local market needs and preferences.
qCompetitive Position: Well-established competitive position in local markets; clear strategies to maintain or enhance market share.
qCultural Sensitivity: Demonstrates cultural sensitivity; marketing efforts are generally well-received due to tailored cultural approaches.
qInternational Strategy: Robust international strategy with effective localization that balances global branding with local market needs.
qMarket Understanding: Exceptional, proactive understanding of local markets; anticipates changes and adapts swiftly.
qAdaptability: Excels at customizing offerings and marketing for diverse markets; sets industry benchmarks for localization.
qCompetitive Position: Dominant competitive position; expertly navigates local market dynamics to outperform competitors.
qCultural Sensitivity: Highly effective at engaging local markets with deep cultural insight; creates strong local connections.
qInternational Strategy: Sophisticated strategy maximizes local market penetration while maintaining a cohesive global brand identity.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
18. Local Market Dynamics
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

45. qCampaign Reach: Marketing and advertising campaigns have limited reach, with minimal penetration in the intended market segments.
qCustomer Acquisition: Ineffective at acquiring new customers; campaigns result in low conversion rates.
qBrand Message Communication: Campaigns fail to communicate the brand message clearly and compellingly.
qROI Measurement: There is little to no measurement of campaign ROI, and budget allocation is not based on performance analytics.
qAlignment with Strategy: Marketing and advertising efforts are not aligned with the brand's strategic goals; lack of coherent strategy.
qCampaign Reach: Some campaigns achieve moderate reach, though overall market penetration remains inconsistent.
qCustomer Acquisition: Some success in acquiring new customers; however, the overall cost of acquisition remains high.
qBrand Message Communication: Brand messages are communicated with mixed clarity and impact across campaigns.
qROI Measurement: Basic ROI measurement is in place, but the use of insights to inform future campaigns is sporadic.
qAlignment with Strategy: Efforts show a degree of alignment with strategic goals, but integration is not systematic..
qCampaign Reach: Campaigns consistently achieve wide reach and penetrate the intended market segments effectively.
qCustomer Acquisition: Effective at acquiring new customers with a healthy conversion rate and reasonable cost of acquisition.
qBrand Message Communication: Brand messages are communicated clearly and have a strong impact across campaigns.
qROI Measurement: Comprehensive measurement of ROI, with insights directly informing budget allocation and campaign optimization.
qAlignment with Strategy: Marketing and advertising efforts are well-aligned with strategic goals and contribute to business objectives.
qCampaign Reach: Campaigns achieve exceptional reach and deeply penetrate targeted market segments, often going viral.
qCustomer Acquisition: Highly effective customer acquisition strategies with high conversion rates and optimized cost of acquisition.
qBrand Message Communication: Brand messages are communicated in an innovative and highly impactful manner.
qROI Measurement: Advanced ROI measurement with sophisticated analytics driving continuous improvement in campaign performance.
qAlignment with Strategy: Marketing and advertising efforts are fully integrated with and central to the brand's strategic goals, driving
significant business growth.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
19. Marketing/Advertising Effectiveness
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

46. qAudience Identification: The brand has not clearly identified its target audience; understanding of consumer demographics and
psychographics is vague or nonexistent.
qCustomer Insight: Minimal insights into customer preferences, behaviors, and needs; relies on assumptions rather than data.
qSegmentation: Lacks clear segmentation strategy; marketing efforts are generalized and not tailored to specific audience segments.
qEngagement Strategies: Engagement strategies are undeveloped, with low personalization and relevance to the audience.
qFeedback and Iteration: Little to no collection of audience feedback; slow or no adjustment of strategies based on consumer response.
qAudience Identification: Some understanding of the target audience, though not comprehensive or fully utilized in marketing efforts.
qCustomer Insight: Basic customer insights inform marketing decisions, though data collection and analysis are not thorough.
qSegmentation: Beginning to segment the audience, but strategies lack depth and fail to cover all potential segments effectively.
qEngagement Strategies: Some engagement strategies are in place; efforts at personalization are evident but not consistently applied.
qFeedback and Iteration: Collects feedback, but the process is ad hoc; iterative improvements are infrequent and lack strategic
implementation.
qAudience Identification: The target audience is clearly identified with detailed demographic and psychographic profiling.
qCustomer Insight: Strong insights into customer preferences and behaviors, gathered through systematic data collection and analysis.
qSegmentation: Effective audience segmentation is used to tailor marketing strategies and messages to different groups.
qEngagement Strategies: Engagement strategies are well-developed, with a high degree of personalization and relevance.
qFeedback and Iteration: Regular collection of audience feedback with a structured process for incorporating insights into iterative strategy
improvements.
qAudience Identification: Exceptional, nuanced understanding of the target audience with ongoing profiling updates.
qCustomer Insight: Advanced insights into customers with predictive analytics that inform proactive marketing strategies.
qSegmentation: Sophisticated segmentation strategies that cater to niche markets and adapt dynamically to changes in audience behavior.
qEngagement Strategies: Highly personalized and effective engagement strategies that resonate deeply with the target audience.
qFeedback and Iteration: Systematic and continuous feedback loop that rapidly integrates consumer responses into marketing innovations.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
20. Target Audience Analysis
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

47. qTouchpoint Identification: The brand has not identified key customer touchpoints; the journey is undefined and erratic.
qConsistency Across Touchpoints: Experiences vary widely across touchpoints; there is no cohesive journey.
qEase of Navigation: Customers find it difficult to navigate the brand's ecosystem; pain points are prevalent.
qPersonalization: The customer journey lacks personalization; interactions feel generic and disconnected.
qFeedback Loop: There is little to no solicitation of customer feedback; the brand rarely acts on the feedback it does receive.
qTouchpoint Identification: Some key touchpoints are identified; however, the overall journey is not well-mapped or understood.
qConsistency Across Touchpoints: Some attempts at creating a consistent journey; inconsistencies across touchpoints are common.
qEase of Navigation: Customers experience moderate ease of navigation; some touchpoints are well-designed, others are not.
qPersonalization: Efforts at personalization are sporadic and lack sophistication.
qFeedback Loop: Customer feedback is collected occasionally; the brand begins to respond, though changes are not systematically
implemented.
qTouchpoint Identification: The brand has a clear understanding of the customer journey, with key touchpoints identified and designed.
qConsistency Across Touchpoints: The journey is consistent and fluid across touchpoints; the brand presents a united front.
qEase of Navigation: Customers find it easy to navigate the journey; the brand actively works to remove pain points.
qPersonalization: There is a high level of personalization throughout the journey; customers feel understood and valued.
qFeedback Loop: A robust feedback loop is in place; customer feedback directly informs continuous improvements.
qTouchpoint Identification: Touchpoints are expertly identified and crafted to create a l customer journey that is intuitive and engaging.
qConsistency Across Touchpoints: Exceptional consistency across all touchpoints; the brand delivers a seamless experience that often
exceeds customer expectations.
qEase of Navigation: The journey is designed for optimal navigation, with innovative features that guide customers effortlessly.
qPersonalization: Personalization is advanced and anticipatory; the brand leverages data and insights to deliver highly tailored experiences.
qFeedback Loop: There is a dynamic, real-time feedback loop; customer insights are rapidly integrated, enhancing the journey continuously.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
21. Customer Journey
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

48. qEngagement Channels: Limited use of engagement channels; primarily one-way communication.
qInteraction Quality: Interactions are infrequent and lack depth; customers do not feel valued or listened to.
qCustomer Involvement: Customers show low levels of involvement with the brand; participation in brand initiatives is minimal.
qResponse Handling: Customer inquiries and responses are often handled poorly or with long delays.
qAnalysis: There is little to no measurement of engagement levels; customer data is not effectively used to drive engagement strategies.
qEngagement Channels: Some engagement channels are in place; though, two-way communication is inconsistent.
qInteraction Quality: Interactions occur with some regularity but may not always be meaningful or relevant to customers.
qCustomer Involvement: Occasional customer involvement with brand activities; engagement is sporadic and not well-cultivated.
qResponse Handling: Response to customer inquiries is somewhat timely; however, resolution effectiveness varies.
qAnalysis: Basic metrics for measuring engagement are used; however, analysis is not deep, and insights are underutilized.
qEngagement Channels: A variety of engagement channels are effectively utilized, facilitating two-way communication.
qInteraction Quality: Regular, high-quality interactions that customers find valuable and relevant.
qCustomer Involvement: Customers are regularly involved in brand initiatives; a sense of community is evident.
qResponse Handling: Customer inquiries and responses are handled efficiently and effectively.
qAnalysis: Systematic measurement of engagement levels with thorough analysis; insights inform engagement strategies.
qEngagement Channels: State-of-the-art engagement channels are in place; communication is interactive, innovative, and seamlessly
integrated across platforms.
qInteraction Quality: Interactions are consistently impactful, providing significant value and fostering a strong emotional connection with the
brand.
qCustomer Involvement: High levels of proactive customer involvement; customers are enthusiastic and deeply connected to the brand.
qResponse Handling: Exceptional response handling with immediate and effective resolutions, often exceeding customer expectations.
qAnalysis: Advanced metrics and analytics are employed to gauge engagement; data-driven strategies ensure continuously optimized
engagement.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
22. Customer Engagement
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

49. qData Collection: Ad hoc or no data collection; market research is rarely conducted or is outdated.
qConsumer Understanding: Poor understanding of consumer behaviors and preferences; decisions are often not data-driven.
qUse of Insights: Limited use of insights in strategic decision-making; market research does not significantly influence business strategies.
qMarket Research: Market research is narrow in scope and often fails to capture relevant consumer trends or sentiment.
qCross-functional Utilization: Insights are siloed and not shared across different departments; limited organizational learning.
qData Collection: Some data collection is in place, though it may lack structure or consistency.
qConsumer Understanding: Basic understanding of consumer behaviors and preferences, though insights are surface-level.
qUse of Insights: Insights begin to inform some business decisions; integration into strategic planning is still in the early stages.
qMarket Research: Market research covers a few relevant areas though it lacks depth and may not be timely.
qCross-functional Utilization: Some sharing of insights across departments; not systematic or fully leveraged for broader business impact.
qData Collection: Systematic data collection and market research are regularly conducted and kept current.
qConsumer Understanding: Good understanding of consumers, with insights contributing to a solid grasp of market dynamics.
qUse of Insights: Insights are effectively integrated into business strategy and play a key role in decision-making.
qMarket Research: Market research is comprehensive and captures a wide range of consumer insights that are relevant and actionable.
qCross-functional Utilization: Insights are shared and utilized across departments, enhancing overall business performance.
qData Collection: Advanced and innovative data collection methods are used; market research is continuous and proactive.
qConsumer Understanding: Deep, nuanced understanding of consumer behaviors; predictive analytics are used to anticipate market trends.
qUse of Insights: Consumer insights are central to strategic planning and drive innovation and competitive advantage.
qMarket Research: Market research is broad and deep, consistently uncovering new opportunities and shifts in consumer sentiment.
qCross-functional Utilization: Insights are seamlessly integrated across all business functions, fostering a culture of informed decision-making
and continuous improvement.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
23. Consumer Insights
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

50. qQuality Standards: Undefined or inconsistent quality standards; frequent quality issues with products or services.
qCustomer Satisfaction: Low levels of customer satisfaction; complaints are common regarding the quality.
qQuality Assurance Processes: Lack of formal quality assurance processes; quality checks are sporadic and not standardized.
qContinuous Improvement: Minimal effort towards continuous improvement; feedback rarely results in changes or enhancements.
qPerceived Value: Customers perceive the products or services as low value; they do not meet expectations or justify the cost.
qQuality Standards: Basic quality standards exist; however, adherence is variable, leading to occasional quality issues.
qCustomer Satisfaction: Mixed customer satisfaction; some products or services meet quality expectations, others do not.
qQuality Assurance Processes: Some quality assurance processes are in place, though not comprehensive or fully enforced.
qContinuous Improvement: Some responsiveness to feedback with attempts at improvements, though not consistently implemented.
qPerceived Value: The perceived value of products or services is improving; not consistently viewed as meeting or exceeding the cost.
qQuality Standards: Clearly defined and enforced quality standards; products and services are reliable and meet established criteria.
qCustomer Satisfaction: High levels of customer satisfaction with quality; complaints are rare and addressed promptly.
qQuality Assurance Processes: Robust quality assurance processes are in place and followed rigorously.
qContinuous Improvement: A strong commitment to continuous improvement; customer feedback is actively sought and used to refine
products and services.
qPerceived Value: Customers generally perceive the products or services as high value and commensurate with or exceeding the cost.
qQuality Standards: Industry-leading quality standards; the brand is recognized for excellence in product and service quality.
qCustomer Satisfaction: Exceptional customer satisfaction levels; the brand is synonymous with quality and reliability.
qQuality Assurance Processes: State-of-the-art quality assurance processes; innovative techniques ensure the highest quality consistently.
qContinuous Improvement: Proactive and systematic continuous improvement; the brand sets industry trends based on comprehensive
feedback and data analysis.
qPerceived Value: Products and services are perceived as premium value; they consistently exceed expectations and offer superior quality
relative to the cost.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
24. Product and Service Quality
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

51. qCode of Ethics: Absence of a formal code of ethics; ethical guidelines are vague or non-existent.
qEmployee Training: Little to no training on ethical practices for employees; low awareness of ethical standards.
qEthical Decision-Making: Ethical considerations are rarely factored into business decisions; unethical practices may be prevalent.
qLeadership Involvement: Leadership does not actively promote or model ethical behavior; lack of ethical leadership.
qCulture Integration: Ethics are not integrated into the organizational culture or day-to-day business operations.
qEnforcement: No formal mechanisms in place to monitor or enforce ethical behavior within the organization.
qCode of Ethics: A basic code of ethics exists, though it is not comprehensive or deeply embedded in the organizational culture.
qEmployee Training: Some training on ethical practices provided, but it is not widespread or regularly reinforced.
qEthical Decision-Making: Occasional consideration of ethics in decision-making, but not systematically integrated.
qLeadership Involvement: Some leaders promote ethical standards, but leadership commitment is inconsistent.
qCulture Integration: Attempts to integrate ethics into the organizational culture and operations, but with limited success.
qEnforcement: Limited mechanisms for monitoring ethical behavior; enforcement of standards is uneven.
qCode of Ethics: A clear and comprehensive code of ethics is well-established and integrated into the corporate culture.
qEmployee Training: Regular training on ethical practices; high level of employee awareness and understanding of ethical standards.
qEthical Decision-Making: Ethical considerations are a regular part of business decisions; commitment to ethical practices is evident.
qLeadership Involvement: Leadership consistently promotes and models ethical behavior, setting a tone of integrity.
qCulture Integration: Ethics are integrated into the organizational culture and are a part of everyday business practices.
qEnforcement: Robust mechanisms for monitoring and enforcing ethical behavior; violations are addressed promptly and effectively.
qCode of Ethics: The code of ethics is industry-leading; regularly reviewed and updated to reflect best practices and emerging challenges.
qEmployee Training: Comprehensive, ongoing training in ethical practices; employees are encouraged to uphold ethical standards.
qEthical Decision-Making: Ethical considerations are central to all business decisions; the brand is known for its commitment to ethics.
qLeadership Involvement: Leadership exemplifies ethical behavior and actively fosters a culture of ethics across the organization.
qCulture Integration: Ethical practices are deeply embedded in the organizational culture and all aspects of business operations.
qEnforcement: Advanced systems for monitoring ethical conduct; a culture of accountability ensures ethical behavior.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
25. Ethical Practices
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

52. qSustainability Initiatives: Minimal or no sustainability initiatives; environmental impact is not a consideration in business operations.
qSocial Responsibility Programs: Lack of involvement in social responsibility; little to no contribution to social causes.
qIntegration with Business Strategy: No integration of sustainability or social responsibility into business strategy.
qStakeholder Engagement: Minimal engagement with stakeholders on sustainability and social responsibility issues.
qTransparency and Reporting: No transparency or reporting on sustainability efforts or social responsibility activities.
qSustainability Initiatives: Some sustainability initiatives in place, but they lack scale or strategic focus.
qSocial Responsibility Programs: Limited involvement in social responsibility; efforts are ad hoc and not well-coordinated.
qIntegration with Business Strategy: Early stages of integrating sustainability and social responsibility into the business strategy.
qStakeholder Engagement: Occasional engagement with stakeholders on these issues, but not systematic or deeply embedded.
qTransparency and Reporting: Limited transparency; some reporting on activities, but not comprehensive or regular.
qSustainability Initiatives: Robust sustainability initiatives that are integrated into business operations.
qSocial Responsibility Programs: Active involvement in social responsibility with ongoing, structured programs.
qIntegration with Business Strategy: Clear integration of sustainability and social responsibility into overall business strategy.
qStakeholder Engagement: Regular and meaningful engagement with stakeholders on sustainability and social responsibility issues.
qTransparency and Reporting: Good transparency and regular reporting on sustainability and social responsibility efforts.
qSustainability Initiatives: Leading-edge sustainability initiatives; the brand is recognized as a leader in environmental stewardship.
qSocial Responsibility Programs: Deep and impactful involvement in social causes; programs are innovative and set industry benchmarks.
qIntegration with Business Strategy: Sustainability and social responsibility are core elements of the business strategy and brand identity.
qStakeholder Engagement: Exceptional stakeholder engagement; brand is a thought leader and influencer in social responsibility.
qTransparency and Reporting: Excellent transparency; comprehensive and regular reporting on activities and outcomes, setting industry
standards.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
26. Sustainability and Social Responsibility
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

53. qUnderstanding of Legal Requirements: Limited understanding or disregard for legal requirements relevant to business operations.
qCompliance Systems: Minimal or no compliance systems in place; lack of processes to ensure legal and ethical adherence.
qEmployee Training: Employees are not adequately trained on legal and ethical obligations; low awareness across the organization.
qViolation Response: Ineffective response to legal or ethical violations; issues are often ignored or poorly handled.
qProactive Measures: No proactive measures for legal and ethical risk management; reactive approach to compliance issues.
qUnderstanding of Legal Requirements: Basic understanding of legal requirements, though not comprehensive or consistently applied.
qCompliance Systems: Some compliance systems are in place, though they are not fully developed or effectively managed.
qEmployee Training: Occasional training on legal and ethical compliance, though not thorough or regularly reinforced.
qViolation Response: Responses to violations are inconsistent; some issues are addressed while others are neglected.
qProactive Measures: Some proactive measures exist, though lacking thoroughness and are not fully integrated into business practices.
qUnderstanding of Legal Requirements: Good understanding and consistent application of legal requirements across the organization.
qCompliance Systems: Robust compliance systems are in place and effectively managed.
qEmployee Training: Regular, comprehensive training on legal and ethical compliance for all employees.
qViolation Response: Effective and timely response to legal or ethical violations; issues are addressed responsibly and transparently.
qProactive Measures: Proactive risk management practices are established for legal and ethical compliance; ongoing monitoring and review.
qUnderstanding of Legal Requirements: Exceptional understanding of legal requirements; organization is proactive in adapting to changes.
qCompliance Systems: State-of-the-art compliance systems in place; best practices in legal and ethical compliance are followed.
qEmployee Training: Continuous, advanced training on compliance; high level of awareness and understanding among employees.
qViolation Response: Exemplary handling of violations; swift, transparent, and responsible actions are taken to address issues.
qProactive Measures: Advanced proactive measures for compliance, including predictive risk management and continuous improvement in
compliance practices.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
27. Compliance
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

54. qCrisis Preparedness: Minimal to no preparation for potential crises; lack of crisis management plans or protocols.
qResponse Speed: Slow or disorganized response to crises; responses often escalate the situation.
qCommunication: Poor communication during crises; messaging is inconsistent, unclear, or non-existent.
qStakeholder Management: Ineffective management of stakeholder concerns during crises; stakeholders are uninformed or misinformed.
qPost-Crisis Learning: Little to no analysis of the crisis; no learning or changes implemented post-crisis.
qCrisis Preparedness: Some basic crisis management plans exist, but they are not comprehensive or well-practiced.
qResponse Speed: Response to crises is reactive and often delayed; efficiency in handling crises is inconsistent.
qCommunication: Communication during crises is present but lacks coordination and clarity.
qStakeholder Management: Stakeholder concerns are addressed, but not in a timely or fully effective manner.
qPost-Crisis Learning: Occasional review of crises, but lessons learned are not systematically applied to future strategies.
qCrisis Preparedness: Well-developed crisis management plans and protocols are in place and regularly updated.
qResponse Speed: Quick and organized response to crises; the brand is capable of efficiently managing and mitigating crisis impacts.
qCommunication: Clear, consistent, and timely communication during crises; messaging addresses key stakeholder concerns.
qStakeholder Management: Effective management of stakeholders during crises; concerns are addressed promptly and empathetically.
qPost-Crisis Learning: Comprehensive post-crisis analysis is conducted; insights are integrated into future crisis management plans.
qCrisis Preparedness: Advanced and proactive crisis management planning; potential crises are anticipated with strategic measures in place.
qResponse Speed: Exceptionally fast and efficient response to crises; the brand is known for its adept crisis management.
qCommunication: Expert communication during crises; messaging is clear, compassionate, and reinforces brand values.
qStakeholder Management: Outstanding stakeholder management; trust is maintained or strengthened during crises.
qPost-Crisis Learning: In-depth analysis and learning from each crisis; continuous improvement in crisis management strategies, setting
industry standards.
LevelCharacteristics
1. Nascent
2. Developing
3. Mature
4. Optimized
28. Crisis Management
BRANDING DIAGNOSTIC—SECTION 4: SCORECARDS I.Brand Strategy
II.Communication
III.Marketing
IV.Customer Experience
V.Corporate Responsibility

55. Section 5: Next Steps
BRANDING DIAGNOSTIC

56. Next Steps
Congratulations on completing the diagnostic!
You've got a fact-based view of the current state.
Perhaps you've identified some areas for improvement.
So, what's next?
Now the real work begins of designing the future state and making the transition happen.
If you'd find it helpful to speak with a consultant who has supported other clients through this type of transformation, let's talk.
Umbrexis a global community of over 4,000 independent consultants with prior experience at a top-tier global firm.
We will connect you with the right consultant for your needs.
Contact us at [email protected].
BRANDING DIAGNOSTIC—SECTION 5: NEXT STEPS