Matchstic Radically Relevant

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Rising to Radically Relevant brand.

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Outlaws & Outcasts

Radically Relevant

Radical
Relevant

Dated & Dying

Copycat

Your Score
Brands of Similar Size (Limited Sample Size)
Brands of Similar Industry (Limited Sample Size)

Your Score     Your Score

Understanding
your Score

Good news, bad news. You are on the right track but you have some work to do. This score means your brand is not propelling your organization forward as much as it could. Review the individual scores below for tips on how to push your brand’s effectiveness to new levels. Start with the lowest performing three of the Super Six and prioritize from there. Brands aren’t built overnight, but you can chip away at this list to see growth and increased long-term value. Need more help fine-tuning what your brand needs? We offer free consultations.

Radical Score

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Relevant Score

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Your Super Six
Clarity

(001)

Can we call you crystal? Because your offerings are crystal clear! Your clarity score suggests your audience gets you. Clarity is often found in mature, well-defined markets or categories. These brands are easy for customers to understand, consider, and engage with.

Keep it up! And don’t forget:

  • Keep a pulse on audience shifts–new audiences might need more from your brand to understand your offerings.
  • Check-in when you add new products or services. Sometimes adding more can create more confusion for your customers.
Distinction

(002)

Do you feel like you are simply blending in? Your distinction score suggests your brand may be expressing considerable sameness in your industry or category. Low-distinction brands are often forgettable, usually due to playing it safe by looking and sounding a lot like others in their space.

Action Items:

  • Revisit your brand’s position in the market–is your competitive advantage distinct? Or does it sound like what most offer in the space?
  • Look at your competition’s brands against your own–what repeated trends do you see that create a sea of sameness? How can you break through the noise? For example–if everyone is a blue, serious-sounding brand, you shouldn’t be.
Control

(003)

Your control score suggests your brand might be semi-consistent in your brand communications, but lacks the brand system tools to maintain consistency without draining your teams. For example, you may be inconsistent with your use of color, type, and photography, and your team struggles with brand voice without heavy direction. This can result in an inefficient internal brand process, duplicate work, creative frustration, and general wheel spinning.

Action Items:

  • Take a look at your brand toolkit–do you have what your marketing teams need to create consistent communications? Or are they limited by an outdated or shallow brand system?
  • Consider how you manage your brand. Do you have a role that can act as brand quality control?
Attraction

(004)

You’re on the right path, but you might be leaving some opportunity on the table. Your attraction score suggests the brand is connecting with some audiences, but perhaps is less appealing to new or growing audiences. This could be due to an outdated message and look, or simply one that isn’t speaking to the full value you provide. These types of brands are often legacy organizations that have long relied on relationships and word-of-mouth for new businesses, or industries that have experienced a shift in audiences' mindsets.

Action Items:

  • Do audience research to understand better what your audience wants or needs. Then retool your brand accordingly.
  • Revisit your brand’s value proposition–is your message relevant and aligned?
  • Audit your brand touchpoints and materials. Does it speak to only one of our audiences? Who might feel left out of the conversation?
Devotion

(005)

Well done, your devotion score is well-earned! Your devotion score suggests your brand provides a valuable experience that keeps audiences engaged and coming back. High-devotion brands consistently deliver on their customers’ expectations, having successfully operationalized their brand positioning throughout the organization. As a result of devotion, these beloved brands often enjoy the privilege of premium pricing.

Keep it up! And don’t forget:

  • Keep a pulse on audience shifts–new audiences might have different expectations that could put your overall brand devotion at risk.
  • Keep customer devotion top of mind when considering the impacts of any brand refresh.
Alignment

(006)

Your alignment score suggests your leadership has successfully defined and socialized a compelling brand strategy. They’ve made it clear how each area of the organization is expected to deliver on the brand, and with buy-in from higher-ups, those teams are held accountable through related performance indicators. High-alignment brands respect and understand the power of brand in today’s marketplace, and thereby benefit from an emotional connection to the brand internally that impacts culture.

Keep it up! And don’t forget:

  • Check your recruitment and onboarding touch points–do they accurately reflect your brand vision and organization’s culture?
  • Keep internal alignment top of mind when considering any future brand changes.

(Share Score)

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