It’s important to make sure that your perception of the brand aligns with your entire company.

Answer the below questions about your brand. Then send the survey to a cross-section of your employees and see how they match up with your initial responses. If they align well, congratulations. If they don’t, you may need to evaluate how you’re communicating you brand to your team or you may need to reevaluate if your intentions for your company actually matches reality.

Describe the core type of customer you serve.

If you had to estimate, what percent of those people are aware of your brand?

What do you think they would say about your brand?

What do you provide them that no one else can?

Why do they choose to buy things from you?

What do you promise to deliver to your customers?

What are some words that you would use to describe your brand?

What marketing has been most effective in attracting customers?

What are the critical activities you do that shapes people’s perceptions of your brand?

Who are your key competitors?

What makes them special? Why do people buy from them?

Where do you see the company in 5 years? 10 years?