A comprehensive guide to conducting a diagnostic of a company's branding operations
Written by a McKinsey alum, the Umbrex Branding Diagnostic 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
In this guide you'll learn:
Introduction to Branding Diagnostics
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
Request the Umbrex Branding Diagnostic Guide
Bundle of 10 Diagnostic Guides
We also offer a bundled set of 10 diagnostic guides for analyzing different facets of an organization. Click here for the bundle.
