Radical Score
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Your results are in.
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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.
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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)
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 This could be due to an outdated or unappealing message and look, or simply one that isn’t speaking to the full value you provide.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:
(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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