6. 

You have an attractive, identifiable, appropriate and distinctive “brand identity” that is carried through all your marketing materials.
(5=highest)

7. 

All your communications are presented as a value to the consumer. You can always answer their questions: “Why should I do business with you?” “What’s in it for me?” (5=highest)

8. 

What you do and how you do it are clearly presented in brochures, ads, marketing packages, web sites, etc. It’s no mystery what the customer gets. (5=highest)

9. 

You have a well-defined pricing strategy and a method for disseminating this information. (5=highest)

10. 

Everything about your brand—from your logo to your packaging, to how you’re presented at the point of sale, to your office decor—even the way the receptionist answers the telephone—is presented in a way that supports your brand’s positioning. (5=highest)