Purpose

A template that enables to compare the current major brand qualities of an executive with the qualities they want to be known for in the future. It provides a visual guide for how many qualities need to change and allows an executive to identify specific actions to start, stop, or continue in order to progress towards their desired brand.

How to use this tool

The first step is listing the major pre-identified brand qualities under the “Current” Header that represent how the executive is currently perceived in the business and by colleagues. Additional columns can be added or deleted to ensure that the proper amount is visible for each executive’s Current brand list. The executive should then list any new major brand qualities under the “Future” Header that represent how the executive would like to be perceived in the business and by colleagues. Additional columns can be added or deleted to ensure that the proper amount is visible for each executive’s Future brand list.