30

Customer Research
1. We actively investigate what is important to our
customers, using research, face to face interviews,
questionnaires, suggestion boxes, etc.
2. We understand how our customers feel about our
products and services.
3. We judge the effectiveness of our brand in terms of how it
looks and feels to our customers – not how it seems to us.
4. We understand the attitudes of our customers and their
changing views and needs.
5. We don’t have to discount prices in order to attract and
keep our customers.
6. Our customers can state quite clearly and simply what is
important about our brand to them, and why they think it is
different.
7. Our communication plan includes all the various places
and ways in which we interact with our customers.
8. We have aligned our organisational structure, operations
and culture with our brand values.
9. Our induction programme includes education on our brand
and the role it plays in enhancing our competitiveness.
10. We understand in our own minds what differentiates our
brand from our competitors.
11. Everyone in our organisation knows what our brand stands
for and can articulate that idea simply and clearly.
12. Everyone in our organisation knows what they have to do
to deliver on our brand promise.
13. Included in our performance management systems is an
assessment of the contribution each individual makes to
growing and enhancing the brand.
14. Our communications, marketing, service delivery, finance
and HR functions are all aligned with our brand objectives.
15. Branding is championed throughout our organisation, from
the CEO down.
16. We receive regular internal communications detailing what
our brand is about.
17. Strengthening and protecting the company’s brand is a
fundamental driver behind our organisation’s long-term goals.
18. We have a brand management programme in place that is
continually looking for new and more effective ways to protect
and enhance our brand throughout the organisation.
19. Our branding strategies are proactively driven. They do not
depend on what our competitors are up to.
20. Accounts quantifying the value of our brand to our business
are included in our financial systems.
21. Details of our brand and the strategy that drives it are
well documented and that information is available to those
who need and desire it.
22. All key stakeholders are involved in our brand creation
process.
23. Our company has systems in place for carefully
monitoring the appropriateness, timeliness, integration and
consistency of our branded communications.
24. We view brand as applying to far more than just our
visual identity and our marketing communications.
25. Our brand includes not just our core organisation but
also our partners and key third party suppliers.
26. We regard our brand agency(ies) as our strategic
partner(s) and actively involve them in organisational and
communications planning and review sessions.
27. Our marketing and communications team have an
integrated understanding of our brand and are in constant
communication over brand-related activities and issues.
28. The consistency of our brand is paramount. It reaches
way beyond just tactical brand campaigns and it is deeper
than even key personnel changes.
29. We review our brand and what it stands for with all our
agencies at least once a year.
30. If our brand did not exist, the vast majority of our
customers would notice our absence and really miss having
us in their lives.
Thank You