Internal Brand Assessment Research

Assessing the “brand equity” inside the organization is just as important as measuring the strength of the brand in the marketplace. We have developed a robust internal brand assessment tool that mirrors the brand targeted at customers.

The internal research clearly measures employees’ perceptions of the organization’s brand values and how well the brand is delivered to customers. It is especially useful in cultures where two or more organizations have been merged.

Brand Tool Box^® Internal Brand Assessment:

• Assesses the different understandings of the brand across functions and business units.
  
• Measures what employees believe is important to earn customers’ loyalty.
  
• Assesses employees’ understanding of how the brand delivers value to customers.
  
• Identifies gaps between what employees perceive the customers’ perceptions of the brand to be and what customers’ perceptions of the brand actually are.
  
• Examines employees’ understanding of the values of the organization and how well they are lived out in every interaction.
  
• Provides a framework for performance metrics and ROI measurements.

Unlike typical employee satisfaction studies, an internal brand assessment delivers clear insight on the strength of the brand inside of the organization. Brand on the outside is only as strong as the brand inside. Comparing the true brand inside and comparing it to requirements of the brand platform will add clear focus to the internal brand-building program.