The BrandLaureate Accreditation Council TBAC | IBES
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Step 2 of the Pathway: Brand Aspirant

Brand Mirror: evidence and submissions

See exactly what evidence TBAC | IBES - International Brand Excellence Standard asks for against the Six Trust Pillars. The requirements are open to everyone. The submission portal opens after payment.

The Brand Mirror is Step 2 of the BrandMark Pathway. You write a Brand Story and place 24 pieces of evidence in the Proof Vault, four for each pillar.

Once all your documents are submitted, the BrandMark review takes 1 to 5 business days.

24 pieces of evidence, four for each pillar

Each item can be a document, a link, a screenshot, or a short written note. Gather them ahead of time and the Mirror step goes much faster.

Pillar 1: Brand Strategy and Position

  1. Brand positioning statement or a written brand purpose
  2. Target audience or customer profile document
  3. Competitor comparison or a short note on what makes you different
  4. Proof of the same brand message in at least two markets or channels, such as screenshots or links

Pillar 2: Governance and Brand Care

  1. Current brand guidelines document
  2. A short note on who owns final brand decisions, such as an org chart
  3. Trademark registration certificates or filing receipts
  4. A written plan for handling a brand crisis

Pillar 3: Customer and Staff Experience

  1. Your most recent customer satisfaction or loyalty survey results
  2. Your most recent staff brand-understanding survey, if you have one
  3. A sample of feedback from a partner or supplier
  4. A short summary of customer complaints from the last 12 months

Pillar 4: Money and Market Strength

  1. A three-year summary of brand-linked revenue, or as many years as you have
  2. A short note on your pricing position and why it works
  3. Your market share estimate, or the data behind it
  4. A recent sales or growth report

Pillar 5: New Ideas and Change

  1. A list or roadmap of new products, services, or offers in the works
  2. A short summary of how customer feedback changed something in the last 12 months
  3. A description of one real improvement made to your brand or offer this year
  4. Notes from how you track what competitors and the market are doing

Pillar 6: Ethics, Environment, and Trust

  1. A sustainability report, or a public written promise on this topic
  2. A fact-check-ready list of the public claims your brand makes, with proof for each
  3. Proof of giving back to your community, such as donations or volunteer work
  4. A short summary of how complaints were handled fairly in the last 12 months

Key facts about the Brand Mirror at TBAC | IBES - International Brand Excellence Standard

  • 24 pieces of evidence, four for each of the Six Trust Pillars.
  • The requirements are open to everyone.
  • The submission portal opens after payment.
  • Step 2 of the BrandMark Pathway: Brand Aspirant.

Questions about the Brand Mirror at TBAC | IBES - International Brand Excellence Standard

  • How many pieces of evidence does TBAC | IBES ask for?

    TBAC | IBES asks for 24 pieces of evidence, four for each of the Six Trust Pillars.

  • What can count as evidence in the Brand Mirror?

    Each item can be a document, a link, a screenshot, or a short written note, such as brand guidelines, trademark filings, a customer satisfaction survey, a revenue summary, a product roadmap, or a sustainability report.

  • When does the Brand Mirror submission portal open?

    Start as a BRAND ALLY first. After you sign in and pay for Brand Mirror support and BrandMark Review, the portal opens automatically. No manual approval is needed.

  • What is a Brand Guide?

    A Brand Guide is the person assigned to a brand during the Brand Mirror step. The Brand Guide gives feedback on the Brand Story as it is written, before the file reaches the BrandMark Council.

See all questions and answers about TBAC | IBES