What is the memory that your company leaves in the minds of its customers?

Unless you can answer this question immediately and succinctly, you could probably spend some time developing your brand. And remember, your answer can’t be that you’re the smartest (everyone’s smart) or that you provide the best customer service. Those things simply aren’t memorable.

If you asked your team what your company did, how many answers would you get?

It doesn’t matter if you have a good answer to question 1 if the rest of your team has different answers. One of the main goals of a brand is to create a consistent memory, and for that everyone in the company must be on the same page. If not, it’s time to think about completing a branding exercise.

Are you confident your company would still maintain what makes it special if your leading talent left?

It’s difficult to recruit and retain top talent. We think you should hang on to them as long as you can. But here’s the reality about top talent, they eventually move on because they’re ambitious. If your success is built on their brilliance rather than a core brand, you are in a bit of trouble. You guessed it, time for a branding process!