Brand Health Assessment

We compete on the same claims as everyone else

Most employees can't clearly articulate it

Each channel feels like a different brand

New products often look or sound off-brand

We adjust so much it barely reads as one brand

Very consistent, with clear guidelines in use

Mostly consistent, with some interpretation gaps

Somewhat involved, mostly engaged at key moments

Mostly hands-off, brand is marketing's job

Yes - brand integrity is a leadership value

Sometimes - often loses to short-term needs

Brand is typically the first thing to bend

Partially - marketing believes it, leadership is neutral

Brand is seen as a cost center, not a value driver

Absolutely - it's well documented and clear

Yes, it's a decision-making tool we actively use

Periodically, when someone notices a problem