A Simple Way to Assess Your Brand Health
Jami Mullikin • February 10, 2025
Every interaction—whether with your people, product, or service—is a brand interaction. The best brands don’t just focus on external marketing; they build internal alignment first, ensuring that their teams are unified in purpose, messaging, and customer experience. A brand that is strong from the inside out creates clarity, trust, and builds long-term value.
That’s why it’s critical to regularly assess your team’s internal alignment—not just for culture, but for customer success as well. If leadership, sales, and marketing aren’t fully aligned on who you serve, what sets you apart, and why customers choose you, your brand can become fragmented and ineffective.
A Simple Way to Measure Alignment
At Wonder, we’ve developed a proprietary Brand Health Assessment—a structured, measurable way to evaluate how well your brand aligns across leadership, employees, and customers.
The assessment consists of 20 key questions that evaluate critical areas such as:
• Leadership & Alignment – Is your purpose clear? Are your priorities in order?
• Target Market & Messaging – Does your team understand your right-fit customer? Are your differentiators clearly communicated?
• Brand Perception – Does your brand accurately reflect who you are and why customers choose you?
• Consistency & Relevance – Are your marketing materials consistent? Is your brand recognizable and relevant?
To get a comprehensive view, we recommend at least eight participants, but ideally, 40 or more employees and leaders from different areas of your organization. Each question is scored on a 1-5 scale, creating a Brand Health Index ranging from 0 to 100.
From Insight to Action
Once responses are collected, we:
• Calculate an overall Brand Health Index Score
• Identify the top strengths (the highest-scoring areas)
• Pinpoint key opportunities (the lowest-scoring areas)
This provides a clear, measurable benchmark that you can assess annually to track brand alignment and improvement over time.
Take the Free Brand Health Assesssment
Your brand’s success starts with alignment. Take our free
Brand Health Assessment
today and rally your team around a shared vision, voice, and purpose.
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