We have a core purpose for why we are in business beyond making money.

Our ideal customer is clear. We know who they are, what they care about, and what they identify with.

We are able to clearly communicate who we are.

We are able to clearly communicate what we do.

We are able to clearly communicate how we do what we do.

We have a strong and clear vision of where we are going in writing that has been properly communicated and is shared by everyone.

We focus on selling our customers a story or feeling MORE than features and benefits.

Our beliefs and values (if we have them) are more than an artefact written on a wall.

Our differentiators are clear and communicated through all of our sales and marketing efforts.

We have a documented brand strategy that is shared with the entire leadership team or organization.

We have a brand personality that is a consistent lens through which all communications flow.

We have a logo, website, and business cards and they’re performing like they should.

We have all the ideal customers we need to hit our business goals.

We have documented and universally understood visual guidelines that encompass imagery, color scheme, typography, social images, etc.

We have documented and universally understood communication guidelines that encompass voice, tone, vocabulary, social, and relatable characters for reference.

We have a compelling origin story of how and why the business was started that connects back to where we are today and where we are going tomorrow.

We have the tools to tell our brand story and consistently represent our brand across all employee and customer touch-points.

We have a strong and clear positioning statement that says why we are both different and compelling.

Our customers say “I am a (insert your company’s name) person!” as part of their identity.

Creating content and making it work for us is easy. We always know what to say and to who.