Brand Assessment Tool

Resource Overview

A self-assessment to evaluate your organization from a Branding perspective.


Related Resources

Your Problem

You are about to start a branding initiative and need to understand how you can improve the brand. It is required that you conduct a self-assessment of your brand.

Our Solution

We created the Brand Assessment Tool to evaluate your organization from a branding perspective. This is a beneficial tool to utilize when conducting a self-assessment audit.

In the Brand Assessment Tool, the first step is to rate your compliance with best practices across the following key dimensions: Brand Strategy, Brand Alignment, Brand Communication, and Brand Execution.

In the self-assessment tab, you will find a series of examples of best practices. After you have rated your company in the self-assessment tab, you will be provided with a visual representation of your score. You will also be provided with high-level recommendations for ways to improve upon areas where your company did not rate as well.

Key Benefits

  • quickly identify strengths & weaknesses
  • provides intelligent recommendations 
  • tracks measurable improvements
  • save 10 hours on formatting
  • automatically generates graph


Demand Metric had the pleasure of collaborating with expert branding consultant Sandra Sellani of The Sellani Group in the creation of this assessment.  Following is a brief biography of Sandra Sellani:

Author, consultant, speaker and trainer Sandra Sellani is Principal of The Sellani Group Brand Strategists, a full-service Newport Beach, California based consultancy.  The Sellani Group helps companies build, leverage and maximize the value of their brands by focusing on their strongest point of competitive differentiation. 

The group enables companies to get their marketing and branding right the first time with one simple rule: Strategy Before Creative.  To this end, Sandra develops a brand plan that is fully integrated with the overall corporate plan to ensure that company branding is leveraged throughout the organization - in creative elements such as marketing materials and at every client touch point throughout the organization. Her proprietary programs include:

The One-Day Brand Strategy Session™  to help companies define and optimize their brand, 

The Brand Quotient Test™, a corporate brand diagnostic and metric tool, 

The Executive Brand Quotient Assessment™, a comprehensive tool that combines individual behavioral traits with branding methods for executives in transition who want to develop or change their own personal brands. 

The 60-Minute Strategic Plan® a method that enables company employees at every level to create well-organized strategic plans for projects within their respective departments.  

Upon creation of a strategy, the firm provides all creative elements of a full service design and marketing firm including: logos and corporate identity packages, websites, brochures, and other collateral material, public relations and social media campaigns.

Her award-winning book, What’s Your BQ? (Brand Quotient™) launched to #12 in Marketing , # 7 in Branding and #2 in Product Management on The book was named, Winner, Non-Fiction, DIY Book Festival and received an Honorable Mention, Non-Fiction, in the London Book Festival.

Sandra has been interviewed and featured for her brand expertise in media including: Sales & Service Excellence Magazine, Yahoo! Finance, The National Association of Realtors Online Magazine,, Investor’s Business Daily and Moodley Brand Identity, one of Austria’s leading brand agencies.  Sandra speaks to organizations, CEOs, senior level executives and entrepreneurs nationwide on how to build powerful, inimitable brands. 

Sandra is an active member of the Orange County Association of Strategic Planning and NAWBO (National Association of Women Business Owners). She is an executive MBA from Pepperdine University, Malibu, California.  For more information, visit, or follow Sandra on Twitter @ssbrand.