Free Tool · Brand assessment
A structured brand self-assessment.
A deeper set of questions to locate exactly where your brand is strong and where it needs work — on the page, no gate.
Work through these honestly. Where you hesitate or can’t answer clearly is usually where the work is. This pairs well with the brand health scorecard — the scorecard rates, this diagnoses.
The clarity test
Can everyone in your organisation state what your brand stands for in one sentence — and would they say the same thing? Misalignment here is common and corrosive: if your own people aren’t clear, your customers certainly aren’t.
The difference test
If you swapped your logo for a competitor’s on your marketing, would anyone notice? If your messaging could run under a rival’s name unchanged, you have a distinctiveness problem, not a volume problem.
The customer-language test
Do your customers describe you the way you describe yourself? A gap between your intended positioning and their actual perception is the single most useful thing to find — because their version is the real one.
The consistency test
Line up your brand across five touchpoints — website, social, sales deck, product, email. Do they feel like one brand or five? Inconsistency here is quietly expensive.
The trust test
What would make a sceptical prospect hesitate to choose you — and does your brand actively address it? In considered categories, the trust gaps you don’t address are the deals you don’t win.
Related: brand health scorecard · brand strategy guide · brand strategy.