Radical Score
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Good news: people see the value in what you offer. Bad news: they don’t think it’s anything special. As a Copycat brand, your audience knows brands in this space are a dime-a-dozen. You’re likely missing the “wow” factor needed to be more radical—points of distinction that will allow you to create a brand with long-term value for your organization.
Don’t worry, it’s not too late to separate your brand from the pack. You’ll want to start with competitive research and some serious introspection; this will help you identify opportunities to differentiate your brand and begin to tell a bigger, more compelling brand story. Still feeling stuck? We offer free consultations.
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(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:
(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:
(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:
(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 This could be due to an outdated message and look, or simply one that isn’t speaking to the full value you provide.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:
(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:
(006)
Does your team believe in your brand? Do you struggle to get buy-in from leadership on the benefits of a strong brand? Your alignment score suggests a lack of internal alignment around the story the brand should tell in the market—or a lack of emotional connection to the brand internally. Low-alignment brands often suffer from challenges in recruiting talent, and struggle to maintain important stakeholder engagement.
Action Items:
(Share Score)
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