Building and maintaining brand equity over time is not an easy process. Companies can often lose their focus and purpose. A brand review can help keep everything and everyone going in the right direction.

Brand strength - how does your company measure up?

Blog entry > Brand strength - How does your company measure up?

Evolving companies are under constant pressures as they adapt to shrinking budgets, restructuring, finding new markets, or developing new products. With these changes, it's easy for a company to lose sight of its original vision. This disconnect sometimes creates operational and customer dissatisfaction and confusion which weakens a stakeholder's experience of the brand.

On a broad level of observation, positive or negative experiences curve the perception of the brand, affecting it's strength.

Quantitative measurement of a brand's strength is a difficult concept to attain because of its abstract nature. However, a brand is made up of several identifiable variables that touch people when exposed to it. By identifying and rating these touch-points through surveys, observation, and customer interaction, a company can hone in on and speculate as to how to repair areas that are eroding brand strength.

Typical variables used to measure brand strength:

  • Awareness and recognition
  • Company and product distinctiveness
  • Messaging
  • Communications
  • Company's tone and voice
  • Consistency (messaging, products, service)
  • Reputation
  • Quality & reliability
  • Brand preference
  • Service
  • Loyalty

Characteristics of a strong brand

  1. Messaging and identity is consistent, clear, engaging, unique and resonates with all stakeholders
  2. Messaging reflects the company’s positioning strategy and is aligned with the brand’s core values
  3. Brand strength is built through communications tactics and collateral
  4. Brand image is being reinforced internally and externally
  5. Strong internal communications, everyone knows the mission and values statement
  6. Company consistently delivers what is promised
  7. Comprehensive graphic standard is respected and followed

Characteristics of a weak brand

  1. General helplessness as company adapts to changes in the market, restructuring, leadership & strategies
  2. Inconsistent identity and messaging has undermined the unique position to the brand in the minds of stakeholders
  3. Mergers and acquisitions have over complicated the brand architecture
  4. Messaging doesn’t make sense any more and may be confusing stakeholders – position, mission, value
  5. Vision of the future is not clear
  6. Competing on price price rather than value
  7. No internal pride or understanding
  8. Lack of stakeholder energy – have become cynical
  9. Lack of self worth and acceptance of failure
  10. Difficulty retaining best personnel
  11. Growth without a plan (fill a short term market demand)

What do you think?

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