Digital Branding Evaluation

Definition

Digital branding evaluation is the quality control task during which the digital branding work products are evaluated.

Objectives

The typical objectives of digital branding evaluation task are to:

• Determine if the customer organization’s digital branding strategy is:
  • Complete.
  • Consistent with its business strategy and technology strategy.
  • Effective.
• Determine if the deliverable branding work products are:
  • Correct.
  • Complete.
  • Consistent (internally, externally with other work products, and externally with related conventions).
  • Understandable.
• Identify defects in the deliverable branding work products so that:
  • The defects can be fixed.
  • Defect trend analysis can be performed to improve the process and staff training.
• Determine if the digital branding tasks are:
  • Completed.
  • Effective.
  • Efficient.

Preconditions

The digital branding evaluation task can typically begin when the following preconditions hold:

• The strategy inspection team is adequately:
  • Staffed.
  • Trained in the digital branding evaluation task.
  • Trained in its associated techniques (e.g., inspection).
• At least one digital branding work product is ready for evaluation.

Completion Criteria

The digital branding evaluation task is typically complete when the following postconditions hold:

• The following digital branding work products have passed inspection:
  • Competitor Brand Analysis
  • Customer Brand Analysis
  • Digital Brand Board
  • Digital Brand Prototype
  • Digital Brand Description Document
  • Digital Brand Communication Plan

Steps

The digital branding evaluation task typically involves the following teams performing the following steps in an iterative, incremental, parallel manner:

• The digital branding team informally evaluates their work products in accordance with the associated technique(s) used.
• The strategy inspection team formally evaluates these digital branding work products in accordance with the associated technique(s) used.

Techniques

The digital branding evaluation task typically can be performed using the following techniques:

• Quality Evaluation Techniques:
  • Desk Checking
  • Demonstration
  • Inspecting
  • Walkthroughs

Work Products

The digital branding evaluation task typically results in the production of the following work products:

• Quality Set:
  • Inspection Report
  • Inspection Summary Report

Guidelines

• Inspecting tends to be the most effective quality evaluation technique for identifying defects.
• Evaluations can be incremental and are typically iterative.