Criteria:

1. Clarity, impact and uniqueness of the brand

• Develops strong branding that is consistent and visually compelling: is this brand authentic to the company’s mission and goals?; Is this brand unique from their competitors?;

• Understands the value of meeting customers’ emotional needs: does the brand resonate with the target audience?

• Innovates to better serve their audience: How does this brand align with any relevant cultural trends or movements?

• Communicates brand consistently: Are they media savvy? Are they able to communicate authenticity clearly?; Do they communicate consistently?

2. Clarity and viability of the business model

• Does the company have a well-thought-out plan to grow revenues and reach breakeven?

• Does this business have the potential to develop into a viable enterprise?