Download: MP3 (49.9 MB)

If your body seems to be having some sort of health issue, the first thing anyone does is attempt to diagnose it. You identify the issue, sort out the causes and symptoms, and even see a professional if need be.

Many people also have regular checkups with physicians or doctors, sometimes not because anything is externally wrong, but just to make sure everything is going well under the surface.

The process of evaluating something gives you the opportunity to ask objective questions and really get a sense for what is happening “under the hood”. Whether it’s your body, company, brand, or anything else, you now have a framework to get a sense of the health of that thing.

A brand is no exception, and in fact brand evaluation should be part of a regular schedule that you maintain throughout the year.

Without taking a good honest look at the status of your brand, you run the risk of overlooking symptoms of deeper problems that could be detrimental down the road.

In today’s episode we’ll talk about some methods you can use to evaluate your brand, how frequently you should conduct evaluations, and some easy steps to get started without getting overwhelmed.

Highlights, Takeaways, Quick Wins
  • Evaluation provides data for the future. The more you know, the more you can fix any problems that arise.
  • Implementing methods like the SWOT Analysis (Strengths, Weaknesses, Opportunities, Threads) can help you quickly assess your business.
  • Evaluate as many things as possible as often as possible. Have regular “checkups” for your brand to make sure it’s achieving your goals.
  • Make a list of objective questions to ask yourself and be willing to answer them honestly.
  • An evaluation is simply there to provide insight and data. The actions you take as a result are what truly matter.
  • Your business is not a “set it and forget it”. In order for it to move forward in the way you want it to, you have to put in the work to make sure it’s healthy.