Scoring a Company’s Overall Brand Health
As the gatekeepers of marketing budgets, CEOs and CFOs rely heavily on their marketing teams to produce tangible marketing metrics that align with the goals of the business and that will justify a marketing initiative. To support this need, it is imperative that marketers are provided with actionable proof points that identify the areas that need to be addressed in order to drive value, growth and the business forward.
Similar to most brand and digital consultancies, the first phase of any project is to learn about and immerse yourself in the brand, category and competitive landscape. With many of ScheinerInc.’s client assignments, this requires a deep dive into all brand channels, all analytics, as well as interviews with key stakeholders. The outcome is a detailed analysis of what is working, what isn’t, and which barriers need to be removed in order to achieve the goals of the business.
We have found that sometimes, when you’re looking to get very granular by pinpointing exactly where the brand or organization is gaining or losing brand value, this analysis alone isn’t enough.
Enter the Brand Value Scorecard
The Brand Scorecard provides marketers and their CEOs and CFOs with tangible and actionable data by which to identify and prioritize the top three to five areas that should be immediately addressed to create value.
Today’s marketer needs to possess a data-rich dissection of their business that validates their brand and marketing efforts and that justifies to leadership exactly where value is being created, where it is being prohibited, and its impact on ROI.
As I shared in this post, to fully understand how these value-creation components are all intertwined, it’s critical to ensure that there is a perfect balance of strategy, brand and marketing. To this end, ScheinerInc. has developed a Brand Scorecard, where the characteristics and tenants of the brand are given a numerical value.
In addition to placing a numerical value on the company’s overall brand health, the dashboard’s purpose is to break down the brand across nine categories, including brand messaging, marketing, digital and competitive context. Some of the categories include:
The Brand Scorecard provides marketers and their CEOs and CFOs with tangible and actionable data by which to identify and prioritize the top three to five areas that should be immediately addressed to create value or to remove the barriers prohibiting value.