Branding Diagnostic Guide

Branding Diagnostic Guide

The Umbrex Branding Diagnostic Guide is a comprehensive guide for conducting a diagnostic of a company’s branding operations.

The guide includes:

  • Data Requests: Information to gather before starting the diagnostic
  • Diagnostic Checklists: Five checklists to make sure you cover everything
  • Interview Guides: Questions to ask the CEO, CMO, Head of Marketing, Head of Branding, Customer Service Manager, and Chief Sustainability Officer
  • Scorecards: Scorecards for rating 28 aspects of branding

Request the Umbrex Branding Diagnostic Guide

The Branding Diagnostic Guide includes:

Introduction

Section 1: Data Request

Section 2: Diagnostic Checklists

  • Brand Strategy
  • Communication
  • Marketing
  • Customer Experience
  • Corporate Responsibility

Section 3: Interview Guides

  • Chief Executive Officer (CEO)
  • Chief Marketing Officer (CMO) or Head of Marketing
  • Head of Branding or Brand Manager
  • Customer Service or Experience Manager
  • Chief Sustainability Officer or CSR Manager

Section 4: Scorecards

  • BRAND STRATEGY:
    • Overarching Brand Strategy
    • Organizational Alignment
    • Brand Positioning
    • Brand Architecture
    • Visual Identity
    • Brand Extension and Diversification
    • Innovation
    • Growth Strategy
    • Acquisition Strategy
    • Co-Branding Strategy
  • COMMUNICATION:
    • Brand Messaging
    • Digital Presence
    • Brand Reputation
    • Brand Equity
    • Asset Management
    • Brand Training
  • MARKETING:
    • Marketing Strategy
    • Local Market Dynamics
    • Marketing/Advertising Effectiveness
    • Target Audience Analysis
  • CUSTOMER EXPERIENCE:
    • Customer Journey
    • Customer Engagement
    • Consumer Insights
    • Product and Service Quality
  • CORPORATE RESPONSIBILITY:
    • Ethical Practices
    • Sustainability and Social Responsibility
    • Compliance
    • Crisis Management