Marketing Brand Mapping Rubric

Instructions: Review the brand's existing marketing materials, messaging, and positioning. Rate each criterion on a scale of 1 to 5, with 1 being "Poor" and 5 being "Excellent." Provide comments and recommendations for improvement as necessary.

Brand Identity

1. Brand Vision and Mission

• Clarity of the brand's vision and mission.

• Alignment of the vision and mission with the target audience's values.

• Relevance of the vision and mission to the brand's products/services.

2. Brand Personality

• Definition and consistency of the brand's personality traits (e.g., friendly, innovative, trustworthy).

• Alignment of the brand personality with the target audience's preferences.

• Ability of the brand to evoke desired emotions in the audience.

3. Brand Visual Identity

• Consistency and coherence of visual elements (e.g., logo, color scheme, typography).

• Appropriateness of visual elements to the brand's identity.

• Memorable and recognizable visual elements.

Brand Messaging

1. Value Proposition

• Clarity and uniqueness of the brand's value proposition.

• Appeal of the value proposition to the target audience.

• Alignment of the value proposition with the brand's products/services.

2. Key Messages

• Consistency and coherence of key messages across various marketing channels.

• Relevance of key messages to the target audience's needs and pain points.

• Memorability and effectiveness of key messages.

3. Tone and Voice

• Consistency and appropriateness of tone and voice in all communication.

• Alignment of tone and voice with the brand's personality.

• Ability to connect emotionally with the target audience.

Brand Positioning

1. Analysis

• Understanding of the competitive landscape.

• Identification of unique selling points (USPs) and differentiators.

• Strategies to address competitive challenges.

2. Target Audience Alignment

• Clarity in defining the target audience personas.

• Relevance of brand positioning to the identified target audience.

• Effectiveness of strategies to engage and retain the target audience.

3. Market Trends and Adaptability

• Awareness of current market trends and changes.

• Flexibility and adaptability of the brand's positioning strategy.

• Plans for staying relevant in a dynamic market.

Overall Assessment

• Summarize your overall perception of the brand's identity, messaging, and positioning.

• Identify strengths and weaknesses.

• Provide recommendations for improvement.

Overall Rating:                               

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