Brand Makeovers

Also do this exercise with employees, managers and even your board of directors. Compare the results with those of your customers. You may find gaps that could help shed light on any disconnects between what you want your brand to be and what it actually is in people's minds.

Use the Results

Once you know how your customers perceive your brand, you can evaluate how you're executing creative and merchandising efforts. Look for ways to strengthen these elements in your product and your creative.