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When's the last time you did a brand health check? Try this quick 4 point test.

Last updated 6 years ago

We're in process of refreshing our corporate brand before building our new website and a bunch of integrated campaigns.  We've been using this simple brand test to evaluate each of the concepts (positioning, messaging, pyramid, etc.). 


  • Based on values your audience cares about
  • Satisfies their rational and emotional needs


  • Grounded in your core business strategy and value prop
  • Based on believable values/attributes/strengths


  • Differentiates you from competitors
  • Creates a unique and memorable personality


  • Captures defensible real and perceptual territory
  • Will stand the test of time 

We're using this test for our corporate brand, but it holds true for product brands as well.  In fact, you can use a modified version to make sure all of your marketing/advertising/social content is on target for your audience.


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