Hi there!

This tool will help you assess your Brand and how well it helps you bring your Purpose and Values to life.

We are focusing here on the brand of an organization, not a product brand. While there are many similarities, product brands have additional complexities. You can still use this tool, but keep in mind you'll need to consider the additional layer of your organization's overall brand.

At Rule No. 1, we see brand as an extension of your Character as an organization—your Purpose, Values, and Behaviors.

Therefore, this tool is useless if your organization has not already defined your Purpose and Values. If that's the case, go here to access our tool that will help you identify and articulate your organization's Purpose.

If your organization has already defined Purpose and Values, then you're in the right place!

Oh, by the by, we strongly believe that in order to have a brand worth anything, it has to be lived first inside your Culture. If you think your Culture might need some work, go here for our culture assessment tool.

Rule No. 1 practices sustainable consulting. Wherever possible, we source our ideas locally. Or on Wikipedia. Our ideas are all gluten free and never tested on animals.

All images and likenesses in this document are used with the permission of their owner. Any resemblance to real persons, living or dead, is totally deliberate. Rule No. 1 Inc. accepts no liability for the content of this document, or for the consequences of any actions taken on the basis of the information provided. Possible side effects may include but are not limited to: feeling a deep sense of meaning in your work and life, a newly developed superpower to tell the story of your organization, ease of mind that you’ve done everything possible to set the foundation for the next era of growth, and generally feeling good. If you experience any of these side effects, awesome! PURPOSEMASTER GENERAL WARNING: THESE EFFECTS CAN BE VERY CONTAGIOUS. IF YOU ARE NOT THE INTENDED RECIPIENT OF THIS MESSAGE, YOU ARE NOTIFIED THAT DISCLOSING, COPYING, DISTRIBUTING OR TAKING ANY ACTION IN RELIANCE ON THE CONTENTS OF THIS INFORMATION IS STRICTLY ENCOURAGED.

1

Learn about
brand

We define Brand as: How people experience the organization from the outside. It's the sum total of all external touchpoints as experienced by all external stakeholders. Just as with Culture, all brand touchpoints work as a system and are inextricably connected—all of them should be aligned to powerfully manifest your Purpose and Values.

Review the following slides to see how we think about brand. You'll then take a short survey to assess your organization's Brand.

2

Take the survey

We've developed a simple survey—one question for each of the 13 elements of brand.

Since your Brand should bring your Purpose and Values to life, this might be a good time to remind yourself of what they are. Write them down.

After submitting the survey, your results will be emailed to you. As if by magic. It might show up in your spam folder. So check there. Because that’s where it might be. But if it’s in your inbox, don’t check your spam folder. Unless you want to. We totally support you doing your thing. With your spam folder.

3

Interpret the results

What do these results tell you?

Do you see any patterns?

If so, what do they mean?

Write down your thoughts.

4

Prioritize action

While it's critical that the entire brand—all 13 elements—work as one system, you may find yourself unable to tackle all of these at once.

If so, pick at least 6 that are the biggest priority. You can choose based on...

• Lowest scores on the survey

• Biggest pain points

• Quickest wins

• Elements that are most connected to others (where improving one would have a positive impact on several others).

For the 6 you chose, write why.

Prioritize the 3 you want to tackle first.

5

Get some
feedback

Now that you've formed your own picture of the organization's Brand, reach out to a few trusted colleagues to find out if their experiences match yours.

You can have them fill out the survey by sending them here.

If you prefer, you can simply share a printout or PDF of your results and discuss with them. Check your email for your results.