Is yours a truly integrated brand? Here's a tool you can use to give it a little checkup.

You should get a pretty good idea of where the holes are just by responding to how well you do or don't do the following statements. But if you'd like to know how you stack up against our definition of an integrated business brand, just click on "score" when you're finished and we'll give you our view of where your brand is and some things you might want to consider to make it stronger.

1. We understand what buying attributes our customers and prospects value most.
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2. We have integrated those purchase criteria into our brand through defined brand attribute statements.
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3a. We understand how the brand is perceived by:
customers
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3b. We understand how the brand is perceived by:
prospects
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3c. We understand how the brand is perceived by:
management
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3d. We understand how the brand is perceived by:
employees
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3e. We understand how the brand is perceived by:
other stakeholders
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4a. We understand how competitive brands are perceived on buying criteria by:
customers
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4b. We understand how competitive brands are perceived on buying criteria by:
prospects
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5. We use these market perceptions of our brand compared to other brands to position the brand.
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6. We manage brands rather than products and services.
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7. We have a positioning statement that tells us how the brand is distinctive and what that means to customers and prospects.
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8. We have distilled the brand into concise statements of values.
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9. We have a defined brand promise.
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10a. The brand projects a consistent identity across:
all media
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10b. The brand projects a consistent identity across:
all kinds of communications
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11. Brand communications consistently convey specific brand values, attributes, promise and personality.
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12. The brand owns specific attributes and benefits that customers and prospects value.
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13. We have defined brand contact points (everywhere customers/prospects touch the brand) and who in the organization is responsible for each contact point.
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14. Employees can define the brand, its attributes, benefits and promise from a customer/prospect point of view.
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15. We involve employees with the brand through a planned communications/training program.
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16a. We have established ways to measure brand value:
In terms of awareness, familiarity, preference
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16b. We have established ways to measure brand value:
In terms of perceptions and specific associations
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16c. We have established ways to measure brand value:
In terms of behavior
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16d. We have established ways to measure brand value:
In terms of transactions
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16e. We have established ways to measure brand value:
In terms of revenue streams
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16f. We have established ways to measure brand value:
In terms of return on investment
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