Clarity internally about what the brand stands for in terms of its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because so much hinges on this, it is vital that these are articulated internally and shared across the organization.
Internal commitment to the brand, and a belief internally in its importance. The extent to which the brand receives support in terms of time and influence.
The degree to which the organization has the required skills and an operating model for the brand that enables effective and efficient deployment of the brand strategy.
The organization’s ability to constantly evolve the brand and business in response to, or anticipation of, market changes, challenges and opportunities.
The brand is soundly based on an internal truth and capability. It has a defined story and a well grounded value set. It can deliver against the (high) expectations that customers have of it.
The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.
The degree to which customers/ consumers perceive the brand to have a differentiated proposition and brand experience.
The degree to which a brand is experienced without fail
across all touchpoints or formats.
The degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.
The degree to which customers/consumers show a deep understanding of, active participation in, and a strong sense of identification with, the brand.
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