GH B2B Marketing Maturity Tool - Brand

Does your brand have a well-established brand identity? This should include • Company name • Logo, tagline, website • Product/service names (sub-brands) • Mission or vision statement, “elevator pitch”*

Do you have formal brand guidelines in place? These should include rigorous brand and tone of voice guidelines and templates that aim to make all your comms look and sound like they come from one company.*

Is your branding consistent across multimedia touchpoints (video, print, adverts, social media, website, events, awareness campaigns/activities)?*

Do you have a segment-specific positioning or branding for your offerings? Are they consistent with your parent brand?*

Do all your product comms tie in to a clear, accepted statement of “who we are” as a company? (i.e. Does the ‘why’ of a product align with your company’s purpose?)

Does your brand strategy focus more product-focused (i.e. Less inward-looking), or more about what they help the customer achieve (i.e. outward-looking)?