Q1. Which one of the definitions below best matches your views about the nature of your brand ?

a) Our brand is a name to make us stand out and be recognised.
b) Our brand is a legally registered trademark that stops others copying us.
c) Our brand is a way of communicating what is functionally unique about our offering.
d) Our brand is about a unique cluster of performance and emotional values.

Q2. What proportion of your organisation's staff know the value of your brand ?

a) Over half the staff.
b) About half the staff.
c) Less than half the staff.

Q3. Have you and your colleagues formed an agreed view about how your brand will make the world a better place ten years ahead ?

a) Yes
b) No

Q4. Do you have a written document that crisply summarises the essence of your brand and which a new employee joining any part of your organisation could use to work out how their job contributes to building the brand ?

a) Yes
b) No

Q5. When did anyone last assess the sub-cultures of the different parts of your organisation ?

a) Within the last year.
b) Within past 2 years.
c) Within past 5 years.
d) Not Done

Q6. When were any of your firm's stakeholders contacted and asked for their views about your brand ?

a) Within the last year.
b) Within past 2 years.
c) Within past 5 years.
d) Not Done

Q7. When did someone last check the views of each member of the brand's team to assess whether there are different thoughts about the values of your brand ?

a) Within the last year.
b) Within past 2 years.
c) Within past 5 years.
d) Not Done