Each person is asked two questions, the first being:

“In three words or less, what does (your brand name here) stand for?”

If they have a problem answering the question or need a little prompting, make a note of it. If they are able to answer the first question, with or without prompting, follow-up with the following question:

“What things does (your brand name here) offer or do, day in and day out, that supports the brand promise?”

From their answers, a pattern should emerge. Here’s what to look for:

• Can everyone define what the brand stands for?
• Is there consistency in what everyone says the brand stands for?
• Is there consistency between what insiders and outsiders are saying?
• Are the words people use to describe what the brand stands for likely to inspire advocacy?
• Do the things they say that support your brand promise really support it?