Before you begin: branding assessment worksheet

By Beth SeitzbergPublished On: January 7, 2019

Are you considering a brand refresh or brand assessment for the new year? Whether you plan on engaging a marketing and branding agency or conducting your own review, taking a little time to locate resources and establish your access to key information can save frustration and delays along the way. Before you begin, take the time to write down the answers to the series of topics below, or download this worksheet to make the task a little easier!

1. AUDIENCES

A.) List your target audiences and any personas you’ve developed.

B.) List the location of customer testimonials or research you have on file.

2. INTERNAL PERCEPTIONS

A.) List locations of any employee survey information you have on file.

B.) List location of any company culture materials (company values statements, culture exercises, etc) you have on file.

3. SOCIAL MEDIA

List your social media accounts and account owners and how to get access to their data and analytics.

4. ANALYTICS

List any analytics software or mechanisms currently running and how to access them (ex: Google Analytics for website, Jim has admin access).

5. COMPETITION

List your competitors and their website addresses, social media accounts and note the areas you believe they are outperforming you.

6. BRAND RESOURCES

A.) Do you have brand guidelines developed for your company? List the last time they were updated and where they are located:

B.) List any additional brand guidance available and where to find it:

C.) List your primary brand items (ex: logo, sales brochure, website, business cards, etc).

D.) List where physical or electronic versions of your brand items can be found.

With that information at hand you’re ready to take a deeper look at how your brand is performing, or to start a conversation with an outside agency. If you need help with the next steps check out the branding section of our Marketing To-Do List and this round-up of branding resources. Happy branding!

About the Author: Beth Seitzberg

During her career crafting creative Beth has conceptualized, designed, developed, strategized and overseen the building of brands, campaigns, and creative platforms for large corporations as well as for dozens of regional and local companies in every sector including financial services, manufacturing, retail, medical, and non-profit. This range of experience with clients of all sizes has honed a specialization in brand management and application of master brand strategy across channels and tactics. With a background in psychology and sociology she brings both a researcher’s behavioral approach and an artist’s instinct to her work. Beth specializes in designing outstanding, strategic creative that ties into business goals and communicates the client’s message clearly and distinctly in their unique voice.