How powerful is your firm's brand? Do you have one? How well you can answer these questions should give you an idea of how well-developed your brand is.* What is your elevator speech? This is a one-sentence description of what your firm does.

* What is your tagline? This is a short (10 words or less) slogan or motto that reinforces your brand.

* Who is your chief brand officer?

* Has your brand been front-page news in the last year? This is worth less, of course, if the coverage was negative.

* What are you clients buying? Who are your competitors? You have to know what your brand means to people, and your specific rivals in that area.

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