What are the benefits of using your product or service?  <br>
Does your product or service have an advantage over your competitors? If so, what is it and how does it benefit the customer? <br>
How do your competitors position their brands?   <br>
What is your main competitor’s marketing message?<br>
Do your competitors deliver on their marketing promises?<br>
Can that advantage be posited into your brand identity?<br>
Is there a marketing niche that would benefit from your brand?<br>
Is your company name and logo descriptive and distinctive?<br>
Are there ways that it can be improved?<br>
What is your company's core message?  <br>
Is your message clear and focused?<br>
Do your messages connect with your target audience?   <br>
What promises does your company make during the sales process?<br>
Do you deliver on those promises?<br>
What process can you use to determine if your customer or clients believe you are delivering on your promises?  <br>
What research have you done to better understand the needs of your target audience? <br>
Do you have customers you can talk with, survey?  <br>
Does your brand have equity, personality or reputation?  If not, can you do something to ensure that the brand does?<br>
What word (or words) come to mind when you think of our brand?<br>
What does our brand stand for in the minds of consumers?<br>
What should our brand stand for in the minds of consumers?<br>
Do consumers trust our brand?<br>
Do you trust our brand?<br>
Do you purchase our brand?<br>
Do you recommend our brand to friends and family?<br>
Do you like telling friends and family what company you work for?<br>
Do you think our leadership is focused on delivering our brand promise to consumers?<br>
What other brand do you think does a better job than we do?<br>
What other questions would you add to this list? 
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