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Brand Strategy ! Audit Your Current Brand page 1 of 21
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Audit Your Current Brand
What is a brand? Is it a logo? A name or slogan? A graphic design or color scheme?
Your brand is the entire experience your prospects and customers have with your company. It’s what
you stand for, a promise you make, and the personality you convey. And while it includes your logo, color
palette and slogan, those are only creative elements that convey your brand.
In B2B companies, your brand lives in every day-to-day interaction you have with your market:
The images you convey
The messages you deliver on your website, proposals and sales materials
The way your employees interact with customers
A customer’s opinion of you versus your competition
In your industry, there may or may not be a strong B2B brand. But when you put two companies up against
each other, the one that represents something valuable will have an easier time reaching, engaging, closing and
retaining customers. A strong brand strategy can be a big advantage.
Have you ever audited your brand? If you’re not sure whether you’re communicating it effectively and
consistently, this exercise can help you match your goals to what the market sees, hears and experiences.
Summary
EXERCISE
SUMMARY
When to Address
If you’re a company with a product/service in the already in the marketplace, you’ve
completed your competitive positioning and are ready to define your brand strategy
If you’re missing your revenue targets and are unsure why
If you’re planning on revising some of your brand creative elements
NoteIf you haven’t yet launched your product, move to Exercise 21 Choose Your
Brand Type
Who Should
Participate
Business leaders: company founders, owners, presidents and vice presidents
Marketing and sales leaders
Brand Strategy Free Microsoft Word Template
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