Test the Muscle of Your Brand
Let’s See What You’ve Got
THE Interchangeability Test
Can we guess what your brand would do in a completely different industry?
Yes, completely different.
Imagine Marriott Hotels making a car. What would it be like? Hard to picture, right? Now think of BMW launching a hotel. You can immediately guess the vibe—sleek, high-performance, premium. Or NIKE is opening a fitness resort. We get it.
You see, a strong brand doesn’t just sell products, it sells an identity that crosses industries. That’s the whole game of branding—creating and nurturing associations that make sense, no matter where you go.
If people can’t imagine what your company stands for, you don’t have a powerful enough brand. Simple as that.
THE Association Test
Does slapping your logo on something instantly boost its value?
If your association with something makes it worth more, you have a strong brand.
Perception
Slap a Nike logo on a plain T-shirt, and suddenly it’s worth more than your average store brand. Swap that logo for Supreme or Balenciaga, and now you’re in a whole different league. The value isn’t in the cotton. It’s not just a shirt anymore, it’s a statement.
That’s what a brand does.
Just like people—if you don’t stand for something, you’re worth nothing. If your brand boosts the value of what it touches, you’ve got something special.
THE Goodwill Test
How much extra are people willing to pay for your product above a comparable alternative?
That’s the real power of branding, the value of your brand.
THE Survival Test
Imagine what happens if you lose the brand but keep the product?
And vice versa?
Equity
Let’s say Red Bull sells its brand but keeps the manufacturing. The new owner of the brand will keep selling Red Bull cans with minimal disruption.
On the other hand, if the Red Bull manufacturer tries to replace the brand with a new one, good luck – those sales will crash hard. The brand itself would take the wins, while the factory struggles to survive.
Now ask yourself – what’s more valuable: your product or your brand? A strong brand survives beyond what you sell – it’s built to last.