brand realignment checklist
10.22.2005

We developed this brand realignment checklist to help companies quickly analyze the current state of their positioning and how it relates to their customers. An innovative differentiation strategy will carve a unique niche in the marketplace while establishing a strong corporate brand.

Brand Realignment Checklist:

1. Have you clearly identified your target audience, i.e. a comprehensive customer profile?
2. Do you have a unique positioning in the marketplace? A meaningful differentiation, other than price, that makes you different from all competitors.
3. Do you consistently research and analyze what your customers think about your business?
4. Do all employees, associates, and vendors clearly understand your strategic mission and goals?
5. Are all your marketing and communications crystal clear and consistent to your target audience? This includes your website, marketing material, packaging, collateral, presentations, promotions, advertising, emails, phone conversations, and other verbal communications.
6. When you conclude what your customers really want, would you be willing to revise your business model and strategy in order to deliver it?

Because today's marketplace moves so quickly, most companies are candidates for a brand realignment.

Building a strong brand foundation, through a realignment, will make it easier for over-stimulated customers to make buying decisions. Once a new foundation is in place, companies must constantly monitor their customers and competition. Most companies don't take the time to research and execute a unique brand strategy, but you can. Any firm, no matter the size, can build a strong corporate brand.