Brand governance maturity model quiz

How would you describe your leadership team’s viewpoint on brand governance?

They are aware that brand governance is important, but there are frequently more pressing concerns that take precedence when it comes to funding and strategy

They are not convinced that brand governance is a priority; discussions are oriented towards how the brand is expressed externally, not about how we should invest in the infrastructure to manage it for the long term

They are fully prepared to support and invest in brand governance; they continue to communicate and demonstrate the value and importance of brand

They have made some investment in brand governance, and support the idea of building an infrastructure but they are still inconsistent in their outward support

Which statement best represents your company’s approach when it comes to regional or business unit marketing?

Decisions are mostly driven centrally by Brand and Marketing and implemented across all regions and businesses units

Marketing and brand decisions are made at the regional or business unit level, or driven by product or service line or other unique criteria

How would you describe your company’s approach towards brand engagement and employee empowerment?

We provide a variety of tools, training, and resources to employees to support engagement and education; we are committed to building ongoing brand communications and ensuring employees deeply understand what our brand stands for and how they can support it

We provide employees access to brand training, though it is not proactively pushed; we have great resources and tools to help employees understand the brand, but we do not have an ongoing brand engagement program

We provide minimal background to employees when onboarding, but mostly brand training is delivered only for Marketing team members

Guidelines are available to employees, but we do not offer any brand training

Which statement best describes how employees understand brand?

“The brand is the visual representation of the company, and the logo is a major part of brand.”

“The brand is important because it enables us to position and sell our product or services in the market.”

“The brand influences our reputation in the eyes of our customers. It shapes how our customers interact with our company and experience our products and services.”

“The brand extends beyond customer perception. It is an important piece of our company culture, and the two must work together. We all have a part to play in supporting our brand.”

What technology and tools do you have to support brand governance?

We have brand guidelines and templates stored in a central place only accessible to Marketing; new assets are either requested by email or created locally without brand review

Our brand guidelines and some templates are available on a shared cloud/Intranet system that employees have access to, and employees are aware of the need for brand approval

We have a centralized repository that stores guidelines and templates, as well as a workflow tool that allows people to submit creative requests and reviews to marketing

We have a centralized brand management system with built-in asset libraries, dynamic templates, approval functions, and brand helpdesk functionality

What tools are available to your employees for questions about brand and brand application? Check all that apply:

Brand guidelines

Brand team

Approved templates

Help desk or brand email

Brand champion program

Live webinars / office hours

Brand eLearning / training videos

Central brand portal

Which statement best describes the types of resources you have in place to support brand governance at your company?

We leverage our existing systems for brand and our key Brand resources are cross-specialists, but we don’t have anything designed specifically for brand governance

We have one or more specialized systems for brand management and some part- or full-time resources supporting brand governance, but these are not optimized

We have some tools and resources in place for brand management, but would require additional investment into a more robust system to fully support brand governance

Brand governance is a distilled specialty and we allocate resources towards it as such: we have a robust technology system that we keep up-to-date, and a fully staffed Brand team

On a scale of 1-5, with 1 being not at all and 5 being always, how consistent would you rate brand application across your organization?

1 2 3 4 5

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Maturity Model: Assess your current marketing and brand operations