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The Brand Doctor
The Personal Brand Check-Up - What's the Health of Your Brand?
Please read the following questions, keeping track of how many times you respond with the word 'YES.' Brand Positioning: - Can you state your five most relevant and compelling brand attributes (inner strengths, traits)?
- Do you have a brand positioning statement or tag line?
- Can you clearly describe the demographics of your target audience (name, age, gender, profession, location, etc.)?
- Can you describe the psychographics of your target audience (what they read, where they go on vacation, their interests, etc.)?
- Have you documented your vision for the world?
- Have you documented your purpose or role in supporting your vision?
- Have you identified your short- and long-term goals?
- When people introduce you, do they all use the same words to describe you?
- Do you know and are you able to describe your competitors, peers and colleagues?
- Can you clearly describe what differentiates you from your competitors or colleagues?
Brand Communications:
- Do you have a brand communications plan for the year?
- Have you written an article or white paper in the past three months?
- Have you published an article in the past three months?
- Have you e-published an article in the past three months?
- Have you spoken to a group in the past three months?
- Are you comfortable with your presentation skills?
- Do you have your own newsletter, e-zine or way of keeping in touch with your colleagues and target audience?
- Do you have a plan in place to diminish/eliminate your less desirable brand attributes?
- Do you have your own personal brand identity system (business cards, stationary, standard e-mail template, etc.)
- Do you mark every project with your personal brand?
Brand Environment - Do you have a strong professional network?
- Have you called a member of your professional network this week?
- Do you send regular communications to your network (e-mail)?
- Have you pro-actively done something for a member of your network this week?
- Is your personal appearance/style consistent with your brand and appropriate for your target audience?
- Does your office/work environment communicate your brand?
- Are your leisure activities consistent with your brand?
- Do you belong to at least one association or organization?
- Do you take a leadership role in a professional organization?
- Do you take an active role in a philanthropic organization?
Brand Metrics/Evolution - Are your brand goals SMART (Specific, Measurable, Attainable, Realistic and Time-frame-specific)?
- Are your goals documented?
- Do you regularly track the progress of your goals?
- Do you have metrics in place to measure your brand progress?
- Do you have focus group of peers/managers to provide brand feedback?
- Do you regularly ask for feedback (at the end of a project, each quarter, etc.)?
- Do you have a standard feedback form that you use (for presentations, at project completion, etc.)
- Do you have a coach or mentor?
- Do you have a brand evolution plan in place that will take you from where you are to where you aspire to be?
- Do you know the next step in the evolution of your brand?
Scoring:
For the questions above, if you answered yes to:
36 - 40 Congratulations! Your brand is quite healthy. You have established a strong, winning brand. Keep it up! 26 - 35 You have the foundation for building a strong brand. Stick with it. Check out the 1-2-3 Success! Personal Branding Process and give your brand a boost. 16 - 25 Your brand is suffering from a lack of focused attention. Although you have some components of a strong brand, you are missing an opportunity to greatly expand your success. Consider these e-books to help you through the branding process and register for reachBEYOND! and Personal Branding Quick Tips to get the latest from the personal branding guru. 15 or fewer You have not focused on your personal brand and are missing an opportunity to stand our among your peers and achieve your business or professional goals. What are you waiting for? Your prescription: contact Reach immediately for an emergency appointment!
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