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The Importance of Regularly Assessing Your Brand’s Performance

September 12, 2018 By Suzanne Tulien

Save time, stay on course, build brand momentum

 

As business owners, it’s too bad we don’t have a crystal ball to see what steps we should take to grow our business more effectively. There’s no doubt we would all peek into the future to help guide us if we could.

When our efforts seem endless—from marketing activities, to brand development and implementation, to employee recruitment and hiring, to process development, to market and world conditions—where can we look to find confirmation that our businesses have continued potential to grow?

Instead of hoping for a crystal ball, try this: stop what you’re doing and assess how your business is currently performing. Start looking through a variety of lenses, based on immediate past performance. Focused, highly targeted assessments can often times expose huge, undiscovered gaps and help not only streamline our actions moving forward, but uncover several ‘low-hanging fruit’ areas that can have an immediate bottom-line impact.

Business assessment tools are the closest we will come to the crystal ball and will help us save time, stay on course, and build momentum. Let’s take a closer look at brand assessment. For example:

  • Save time by asking pointed questions like: “Do our employees behave in ways that reflect our distinctive personality and core values as a brand?” or “Does our leadership team’s behaviors serve as a positive role model for employees?” Honest answers to these questions could open up new areas of focus, especially in the non-tangible discipline of brand management. Once you identify key areas that are either in need of attention or that are working well but enhancements would make them work better, you save time by getting to the heart of the matter.
  • Stay on course through well thought out, targeted questions that are posed regularly. Consider this question regarding your online web presence: “Does the site meet or exceed expectations, based on the desired brand perception?” Have your marketing team discuss and analyze this on a regular basis and you will help your company stay on course. Your online presence will continue to be one of the most valuable elements due to our technologically fueled global economy. Make sure you are leveraging powerful technology to its fullest.
  • Build momentum with the actions and behaviors that are introduced as a result of your brand assessment questions. But don’t let your brand momentum be derailed by poor use of your brand identity. Evaluate responses to statements like: “We consistently utilize our brand’s font family (from logo) in all of our marketing materials and web site,” and “There is a specific, relevant story to tell about our logo.” Understand how well the brand identity is being visually communicated from the top down. This type of assessment saves time, so you can focus on staying the course and move the brand forward.

You’ll find that taking regular targeted assessments to determine how your business is living up to both your brand and your business plan can have a significant effect on your bottom-line and how fast you get there.

But don’t stop there. Carefully crafted assessments that focus on highly targeted areas across the business should be used over and over and over again. This will help isolate key issues before they become roadblocks, allowing your business to stay the course and build momentum. You can then manage the exposed gaps quickly and elevate the way you run your business.

That’s why Brand Ascension has designed six critical tools to help you assess your business against the leading practices of highly successful brands. Go to www.branddnaproducts.com for more information. It’s a small investment with great return to keep your brand on track.

Filed Under: Business Assessment, Business Performance, Business Practices Tagged With: Business Assessment, Business Performance, Business Practices

Testimonials

“Wow, I wasn’t expecting such a breakthrough!” That is what you will tell yourself when you complete one of Suzanne’s Personal Brand Mastermind courses. If you are not aligned with your authenticity, everything in your life will suffer as a result. I highly recommend anyone who wants to get to the next level in business or their personal life to enroll in this series. This is an exclusive training program for high-caliber, high-potential clients so be ready to roll up your sleeves do… Read more
Cory Arcarese, CEO, CArc Media
“Suzanne is personable, precise in her communications, and extremely professional. Her concept and methodology of brand development is simple and powerful, and it’s already reaping great results! Her vast experience and impeccable integrity make her a powerful member of my business team. I highly recommend Suzanne to any business owner seeking greater impact and a bigger bottom line! Great Results, Expert, High Integrity!”
Chevy Chevallard, CEO, Conduct Your Life!
VW-Round-BW“I’m more clear and consistent in my actions and communication across the board. I’m more mindful about what I do – and even more importantly, how I think – and have more clear direction of what actions to take next and why. Identifying, defining, and stepping into my authentic self was exactly what I was looking for and needing to kick-start my next level of success! Because I am “Uniquely Wise, Deliciously Inspired!” Thank you Suzanne!”
Veronica WirthOwner + Creative DirectorDesign BistroVermont
SuzanneKladder-BW-Round“Suzanne and her Personal Brand program are amazing. She really gets you to take an honest, in-depth look at who you really are at your core and get past what you or others think you are. She helped me abandoned the idea that I needed to be perfect and to realize that perfection is me being me. The work I did with Suzanne continues to help me behave in a consistent, authentic way and it has had a positive impact on my business.”
Suzanne Kladder, Sales Whisperer
“Suzanne is a subject matter expert and superb facilitator for building a dynamic culture and brand. I have been in two organizations that immersed themselves in her engaging and powerful Brand DNA process. Her process fully enrolls everyone from customer facing staff to senior executives so that all conclusions are readily embraced and instantly internalized by all stakeholders. If your enterprise wants to experience immediate and lasting transformation, engage Suzanne.”
Robert Todd, Operations & Finance Expert
  JanePeck“Suzanne has facilitated training in our organization to bring the branding basics to our team.  She is dynamic, entertaining and engages all the senses in her training methods.  If you are looking to elevate your brand and engage your team in the process, I highly recommend her.”
Jane Peck, MBAAdministratorEndodontic Specialists of ColoradoColorado Springs
“For years, I have been the gerbil on the wheel, trying with all of my energy, to be all things to all people.  It is so liberating to focus on the strengths I bring to the table and not worry about who that will line up with.  I love what you said about how when you let go of those who don’t line up, it only opens the door for more of those who do.  I am totally seeing that happen in my life and especially in my business!  I shared this with my business coach and he said that you were rig… Read more
Lisa Gross, Sr. Mortgage Lender, Peoples National Bank

SarahRyals-Pic“Suzanne creates a wonderful experience to build an understanding of brand, especially for those who are new to brand basics. Her teaching modules are clear, well organized, thoughtfully explained, and she does a great job coaching teams through the work. The final outcome is an actionable foundation for delivering a consistent, meaningful brand experience for all the brand’s stakeholders.”

Sarah Ryals, Women's Resource Agency Board Member
“Suzanne is a fantastic brand expert who makes an immediate impact to the bottom line. Her efforts helped me successfully launch a small business venture (fitness gym: dynamic-gyms.com) into a very competitive market achieving break even revenue goals within three weeks of opening! Simply unheard of in this market segment. This would not have been possible without her direct efforts to help us succeed.”
Larry Solecki, CEO, Dynamic Training & Fitness Gyms
Tonya-round-BW-web“Building on a lot of prior soul-searching and “inside work,” the Personal Brand Presence DNA process has helped me to step into an image that is consistent with who I know myself to be. It helped me to articulate what it really means to walk my talk in a way that’s visible and tangible, not just to me but also to others, and I will forever be grateful for that.”
Tonya Henderson, Ph.D, Gly Solutions

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