Radical Score
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Your results are in.
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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)
Do you feel like your sales and marketing materials require long-winded explanations to unpack what you do? Your clarity score suggests customers may have a limited understanding of your offerings or even be confused about your category altogether. Confusion is often found in emerging markets, scaling and growing brands, or merger & acquisition scenarios. This happens most often when you have complicated relationships between your sub-brands or products. (Spoiler: Not everything deserves a logo).
Action Items:
(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:
(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 This could be due to an outdated message and look, or simply one that isn’t speaking to the full value you provide.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)
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:
(Share Score)
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