Time, money and sometimes even ego are the often the root causes of a misguided branding strategy, but let’s look at how a few simple outward-facing steps can help you start to formulate a valuable branding strategy.

Easy things you can do to begin a brand evaluation:

Make a few phone calls. You know, the customers who grumble a bit, but stick with you anyway. Some might say they’re begging to provide input.

Is the language spoken by upper management the same across the organization? Where does a disconnect happen, if at all? Which aligns best with what your key customers are saying?

Research some industry studies—no matter your markets, there are research documents available that will provide current trend information and market statistics. Use these to identify what the industry cares about and how your company fits in.

How are your competitors talking about themselves now, as well as over the past few years? Has their messaging changed, and ask yourself why?

And of course, you could work with an integrated marketing communications firm that does this on a daily basis.

These folks have the time and resources dedicated to undertake a larger customer survey, ensure that key messaging is aligned throughout the organization, synthesize research documents and conduct an extensive competitor analysis to provide a solid understanding of your brand as well as the direction you should be heading.

In the meantime, take the four steps outlined above to give yourself a baseline.  Your customers and competitors certainly know your brand—shouldn’t you?