You scored as a
Radically Relevant brand.

(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.

(002)

Stand proud, you’re a stand-out brand! Your distinction score suggests you have a differentiated offering or experience, and convey uniqueness through your name, message, logo, or look and feel, as compared to direct competitors. High-distinction brands tend to visually and verbally stand out in the marketplace and get more attention.

Keep it up! And don’t forget:

• Keep an eye on your competitors–you might be the trendsetter today but others could start to copy you or catch up.
• Pay attention to your brand’s clarity–distinction can create confusion without it.
• If your look starts to feel tiresome to you, don’t give it up quite yet. While it seems like old news to you, your audience is likely just now getting used to it.

(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 Or are they limited by an outdated or shallow brand system?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?

(004)

The people are picking up what you’re putting down. Your attraction score suggests your brand is making a compelling first impression with your audience. High-attraction brands tend to see high growth in their marketing and sales metrics, as indicated by conversions, leads, opportunities, and/or increasing social and digital traffic.

Keep it up! And don’t forget:

• Keep an eye on your competitors–you might stand out today but others can catch up.
• Pay attention to your brand’s distinction–you might naturally attract most from your reputation, but you could be missing opportunities with those who don’t know you yet without a clearly distinct brand.

(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.

(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.