Matchstic Radically Relevant

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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)

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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)

Although your brand offerings are pretty clear to most–do you sometimes feel like certain audiences don’t get you? Or like some of your services or products are an afterthought in their minds? Your clarity score suggests you have an average baseline of clarity, but there could be room for improvement. It may indicate complicated relationships between your sub-brands or products, or perhaps you’ve expanded your offerings beyond the core you’re known for.

Action Items:

  • Look at your noun–how do you describe your business or category? Don’t sacrifice clarity on the altar of distinction. Is there an opportunity to add more clarity by how you describe the organization?
  • Review your brand’s visuals and messaging. Does it connect with modern audience’s needs and understanding of your service?
  • Sketch out your current brand architecture. Are the relationships between your sub-brands or products creating more confusion than clarity? Hint: Don’t brand your org chart.
Distinction

(002)

You’re doing ok here, but opportunity awaits. This distinction score suggests your brand may be expressing a differentiated offering, look and feel, or message, but not enough to confidently stay ahead of competitors or market trends in your category. Truly standing out in your competitive set can give you numerous advantages.

Action Items:

  • Revisit your brand’s position in the market. Does your position support the needs and challenges of your audience today? Is it future-proofed enough to keep you ahead of your competitors?
  • Consider developing a brand system that is so distinct that competitors won’t be able to easily duplicate you. For example–if most in our space use cheesy stock imagery, maybe you should invest in a custom photoshoot or hire an illustrator to create a new style that is more ownable.
Control

(003)

Your brand is struggling with consistency, right? Your control score suggests an inconsistent and fragmented approach to brand communications. For example, you may be inconsistent with your use of color, type, photography, brand voice, product claims, message, etc. Low-control brands often inadvertently make skeptics of their prospects during the buying process, because their unpredictability creates a subconscious lack of trust.

Action Items:

  • Take a look at your brand toolkit–do you have what your marketing teams need to create consistent communications? They could be 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?
  • Do you have easily accessible templates for non-designers to use? Most people want to be brand-compliant, if you equip them they will use it.
Attraction

(004)

Is your brand creating more blank stares than sparks? Your attraction score suggests the brand is not instantly connecting with your audience. This could be due to an outdated or unappealing message and look, or simply one that isn’t speaking to the full value you provide. Low-attraction brands are often legacy organizations that have long relied on relationships and word-of-mouth for new business. Consumers may describe them as dated or irrelevant.

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?
  • With your research in mind, what are other brands that are relevant to your target audience? What visual cues can you take from leading brands that inspire a refresh for yours?
Devotion

(005)

Your devotion score suggests your brand provides a valuable experience that keeps audiences engaged and coming back most of the time–but not consistently enough to stay ahead. These brands struggle to express long-term value in the minds of customers as they grow.

Action Items:

  • List your customer’s needs and expectations. How can you realign your offering and/or promise to deliver what they expect?
  • Review your brand’s messaging. How can you operationalize these claims in order to consistently deliver on them?
Alignment

(006)

Seems like you’re pretty aligned, but is it felt by all? Your alignment score suggests there might be a sense of internal alignment around the brand story, values, and vision but it isn't deeply felt or consistently communicated enough to build a strong emotional connection to the brand. These brands suffer from challenges in recruiting talent and struggle to maintain important stakeholder engagement.

Action Items:

  • Take a look at your brand toolkit–does it reinforce the vision of the organization? Does it feel like a memorable rally cry for your team?
  • Gain an understanding of your team’s perception of the brand. Is there an opportunity to align our brand with what lights their fire?

(Share Score)

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