Brand evaluation Brand essence ⇒ Audience ⇒ Perception ⇒ Visual Language ⇒ Voice & tone ⇒ Culture No product or service is for everyone. The strength of a brand closely correlates with a company’s clarity about who they serve—and who they don’t. Email * I know who our customer is. * Clearly Mostly Kind of Not really Our customer is: I know who our customer *isn’t.* * Absolutely Probably Unlikely Not really Our customer is not If I ask a random employee—not in sales, marketing, or executive leadership—what drives our ideal customer, I’m confident they will answer correctly. * Absolutely Probably Unlikely Not a chance If I ask a random employee—not in sales, marketing, or executive leadership—what would make a customer a bad fit for us, I’m confident they will answer correctly. * Absolutely Probably Unlikely Not a chance When people choose to work with us, they currently feel X, but they want to feel Y. What are those feelings? What change are they looking for? We consistently and reliably evoke that desired feeling. * Absolutely Probably Unlikely Not really In order of market dominance, the top five companies in our market are: We have a list of people we can trust to tell us where we fit in that pecking order. * Absolutely Probably Unlikely Not a chance Thank you!