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DEFINITIONS 1. It will be helpful to include the following definitions in the workbook: Strongly Agree Agree Disagree Strongly Disagree Brand: Brand is the overall image or impression people have of an organization (staff, culture & values, programs, services and products). Identity mark/Logo: A logo is a small part of the brand. It is a symbol that is used throughout the marketing and collateral materials to create a consistent and unified look. Target audience: A target audience is a group of people to whom the organization decides to target its marketing efforts. Tagline: A tagline is a catchy, quick-identifying reference. It is usually no more than five or seven words in length. Mission Statement: A mission statement describes the business’s reason for being and points to goals and objectives. Positioning statement: A positioning statement summarizes how the organization’s goals are achieved. Supporting statements: Supporting statements are additional facts about the organization geared to targeted audiences.     2. The following questions help in assessing a company: Strongly Agree Agree Disagree Strongly Disagree Who are we? What do we do? How do we do it? And why should anyone care? What are our core values? How is our organizational culture perceived, both internally and externally? What are we best known for? What is our commitment to our clients? Are we viewed as effective and trustworthy? What impression do people have of our organization? Is it accurate and complete? Is it the impression we want to have? Where do we want to be two to five years from now? What would it take to get there? What is it that we want people to feel when they see our brand or logo? What message/ image do we want to portray?     Strongly Agree Agree Disagree Strongly Disagree 3. It is ideal to have an Executive Summary Plan prior to developing a brand.     4. The following fill in the blank content will be useful in the workbook. Strongly Agree Agree Disagree Strongly Disagree Describe the message you are attempting to send customers. Describe how your company will be positioned in the market. Describe the marketing methods you are currently using.     5. An Executive Summary plan should include the following questions: Strongly Agree Agree Disagree Strongly Disagree What is your company’s description? What is your company’s mission? When was the company founded? What products and services are offered? (make a list) What is your target market? How do you intend to reach your target market? List the competitive advantages and distinctions Management: what are the capabilities of the management team? Financials: What is the expected revenue?     Strongly Agree Agree Disagree Strongly Disagree 6. A SWOT analysis is a helpful resource used to evaluate an organization.     BRAND BRIEF 7. A branding brief MUST include the following: (a branding brief includes the following) Strongly Agree Agree Disagree Strongly Disagree Introduction about the business. Vision Personality Affiliation Positioning     DELIVERY 8. The best way to organize the results in the book is: Strongly Agree Agree Disagree Strongly Disagree Company assessment, definitions, branding brief, logo Definitions, Company assessment, brand brief, logo Company assessment, branding brief, logo, definitions     Strongly Agree Agree Disagree Strongly Disagree 9. It be useful and effective to have a CD- attached on the back of the book with the template files.     Strongly Agree Agree Disagree Strongly Disagree 10. I would recommend this workbook.     DEFINITIONS 1. It be helpful to include the following definitions in the workbook: Strongly Agree Agree Disagree Strongly Disagree Brand: Brand is the overall image or impression people have of an organization (staff, culture & values, programs, services and products). Identity mark/Logo: A logo is a small part of the brand. It is a symbol that is used throughout the marketing and collateral materials to create a consistent and unified look. Target audience: A target audience is a group of people to whom the organization decides to target its marketing efforts. Tagline: A tagline is a catchy, quick-identifying reference. It is usually no more than five or seven words in length. Mission Statement: A mission statement describes the business’s reason for being and points to goals and objectives. Positioning statement: A positioning statement summarizes how the organization’s goals are achieved. Supporting statements: Supporting statements are additional facts about the organization geared to targeted audiences.