The brand plan test.

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Hey marketers and marketing agents, take this test.  Answer these questions in the form of fill in the blank quiz:

My brand strategy statement is: __________________________________.  (This is not a ponderous mission statement cover all business possibilities, it’s a single statement with no conjunctions or commas. If you do not have this statement, but do have a tagline, use it.)

The three elements of my business formula than make me different and better are:

__________________

__________________

__________________

These elements, which I call brand planks, must support the strategy statement. So the statement needs to relate to the planks. Similar to colors in a room, the planks and strategy must be familiar and provide tight linkage.      

Please take this test and send me the results. The reality is, when you see what you’ve written (or not written) you will be well on your way to fixing your business and brand woes. If you can’t articulate this stuff, how will your customers be able to? Peace.