You scored as a
Rising to Radically Relevant brand.

(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.

(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.

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 Or are they limited by an outdated or shallow brand system?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

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?

(005)

Do you feel like you spend more time responding to customer complaints than promoting your brand? Your devotion score suggests a lack of brand loyalty and a high churn rate, often due to customer expectations not being met. Low-devotion brands struggle to establish long-term value in the minds of their customers and face intense price pressure from competitors. We highly recommend low-devotion brands revisit and fix the operations and delivery of your product or service, before approaching the brand.

Action Items:

• List your customer’s needs and expectations. How can you realign your offering and/or promise to deliver what they expect?
• Gather customer feedback. Where are those expectations consistently falling flat?

(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?