The BrandLaureateAccreditation CouncilTBAC Start as Brand Ally
Step 2 of the Pathway: Brand Aspirant

Brand Mirror: evidence and submissions

See exactly what evidence TBAC asks for against the Six Trust Pillars. The requirements are open to everyone. The submission portal opens after payment.

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.

I. 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

II. 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

III. 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

IV. 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

V. 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

VI. 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