Brand management

Here are a few questions to ask yourself about your current efforts at brand development and management:

- Do you know what customers think of your company?

- Do customer experiences live up to what you promised?

- Do employees understand your brand and promote it appropriately?

- Do all of your marketing materials present a consistent "face" to the market?

- Do all of your communications convey your brand message?

- Do your marketing messages really capture your uniqueness?

- Does your web site provide the kind of user experience your customers desire?

- Do you know how employees represent your company in their presentations?

If you can answer all of these questions with a resounding "Yes," you are ahead of the game. If not, you've got some brand management work to do.