Handy Checklist for Your Brand

Branding is more than an attractive logo and catchy tagline…it is the ultimate expression of everything your organization stands for and does. Use this handy checklist of brand “must haves” to enliven your brand internally and externally.

Your brand should have:


[  ] Believability

Your brand must be true, believable, relevant and unique. Make your brand represent what your organization stands for and the promises you make.

“Customers must recognize that you stand for something.” –Howard Schultz, Starbucks


[  ] Reliability

Your brand reflects everything about your organization. It is the overall impression people have of your mission, reputation, leadership, staff, culture and values. Build your brand to be lived and shared consistently and reliably by everyone within your organization.

“A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”—Michael Eisner


[  ] Attributes

Your brand has a story to be told. Use your organization’s personality attributes to give your message meaning in a human context. Go beyond relaying ‘what you do’ to sharing stories of ‘why you do what you do’ to build personal connectivity with your brand fans.

“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.” Daniel J. Boorstin



[  ] Nitty-Gritties

Your brand requires careful planning that considers every element (name, logo, colors, tagline, fonts and imagery) in nitty-gritty detail. Once established, tinkering must be avoided to maintain consistency and gain brand recognition.

“Create your own visual style…let it be unique for yourself and yet identifiable for others.” —Orson Wells



[  ] Distinction

Your brand represents a distinct position in the marketplace. Promote what you offer that rival brands don’t to achieve a competitive advantage.

“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” —Tom Chappell, Tom’s of Maine

“In a nutshell, brand magic is about making the impossible possible for consumers.” —Nick Gadsby