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* 1. How well do you know your Target Audience? Are you confident that you know who your customer/s is/are?

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* 2. Is there a particular Target Insight you know about them that connects what they need to what your product or service has to offer?

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* 3. How well developed is your Brand Strategy? Are you satisfied with your argument for why your product or service absolutely needs to belong in today's marketplace?

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* 4. Do you have a clearly defined Brand Essence? Unique only to your product or service?

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* 5. Layout your Brand Collateral. Are you satisfied that everything looks, feels and communicates cohesively?

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* 6. What about your Business Card? Do you hand it to customers with a sense of pride in what it says about you?

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* 7. Look at your competitor's Branding and Marketing Materials. Do you have that secret gnaw of envy?

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* 8. How effective is your Brand Story? Is it one that you relish telling because it all makes such perfect sense? Or do you find yourself struggling to join all the dots and unable to defend anyone who poke's a hole in its argument?

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* 9. How's the Emotional Connection between your brand and consumer? When was the last time you got an email from a customer thanking you for the difference your brand was making in his/her life?

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* 10. Do you make it a priority to develop campaigns that are driven by a powerful Brand Strategy?

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* 11. Let's talk about Employee Loyalty. From an internal perspective, how passionate are your employees about the Brand they serve?

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* 12. What about Customer Loyalty? Do you have a following? How satisfied are you with how attached they are to your Brand?

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