1. 

You have crafted an emotionally meaningful statement that clearly articulates what problem you address and what solution your product or service can provide. (5=highest)

2. 

You know who your ideal customer is, and exactly what they value as most important about an ideal product or service in your category. (5=highest)

3. 

You have studied and outlined a number of valuable benefits that your prospects might realize as a result of using your products and/or services. (5=highest)

4. 

You have an attractive articulation that clarifies why your brand is different from all your competitors' brands, and why that is meaningful to your customers. (5=highest)

5. 

You are clear about the unique qualities you offer, what customers actually perceive about these qualities, and you’re sure that these are aligned. (5=highest)