Gather insights about your brand by looking through three critical lenses. View the video and download the worksheet here: deniseleeyohn.com/dlyohn-bbb-how-do-brand-diagnostic This is the first in a 10-video series, "How to Build a Breakthrough Brand" (deniseleeyohn.com/breakthroughbrand). Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started. Visit deniseleeyohn.com for more brand-building insights and instruction.

1. how to build a breakthrough brand -- worksheet
how to do a brand diagnostic
Gather insights about your brand performance by looking through three critical lenses:
What does the category demand landscape look like? _________________________________
_______________________________________________________________________________________
What are people’s needs, wants, usage occasions, drivers of purchase and re-purchase?
customer ______________________________________________________________________________________
______________________________________________________________________________________
Who are the brand’s target segments? What do they think of our brand?________________
______________________________________________________________________________________
Who do we compete with and what are our brand’s strengths and vulnerabilities? _____
_____________________________________________________________________________________
_____________________________________________________________________________________
context What category trends impact our business and how? _________________________________
_____________________________________________________________________________________
What is the impact of macro-factors, e.g., economy, cultural influences, and social
trends? _____________________________________________________________________________
_____________________________________________________________________________________
What is our current brand strategy? How are we currently positioned? _________________
______________________________________________________________________________________
company What are our core capabilities as an organization? ___________________________________
______________________________________________________________________________________
What underutilized assets and resources can we leverage? ____________________________
______________________________________________________________________________________
Then define an objective and use the above insights to conduct a S.W.O.T.
S.W.O.T. analysis
analysis relative to that objective, organizing your points by:
• strengths: attributes, resources, and capabilities objective:
that are helpful to achieving the objective current & primarily ___________________________
• weaknesses: attributes, resources, and capabilities internal factors
strengths weaknesses
that are harmful to achieving the objective
• opportunities: conditions that may be helpful to new developments/
achieving the objective changes & primarily opportunities threats
• threats: conditions that might hinder achieving external factors
the objective
Use the following data sources to gather your insights and conduct the S.W.O.T. analysis:
 in-depth interviews with key stakeholders – include:
executive committee and board members managers and staff
front line employees investors
business partners – agencies, vendors, distributors customers
 audits of the brand experiences and communications for your brand and key competitors’
 channel audits
 desk research – article search, trend analyses
 industry data and syndicated research
 existing and, if necessary, new primary research
visit http://deniseleeyohn.com/bbb to view Denise’s “How to Build
a Breakthrough Brand” video series and access other worksheets
• mail@deniseleeyohn.com • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •