Was your brand conceived from a keen market insight and paired with a concise execution plan?

Do your customers understand what your brand stands for, do you mean it, and does it matter to them?

If all of your stakeholders (executives, managers, and salespeople) were asked about your brand, how similar would their responses be? Think 30-second elevator pitch-style.

If you made a print ad for your product or service, and then held it up next to ads for three or four of your competitors (covering the logo, of course), would you be able to tell the difference between them?

Is your brand well-systematized? Meaning your messaging, colors, fonts, typography, and photos are all intentionally coordinated and neatly documented.