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)

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 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:

• Take a look at your brand toolkit–do you have what your marketing teams need to create consistent communications? They could be limited by an outdated or shallow brand system.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?
• Do you have easily accessible templates for non-designers to use? Most people want to be brand-compliant, if you equip them they will use it.

(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)

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:

• List your customer’s needs and expectations. How can you realign your offering and/or promise to deliver what they expect?
• Review your brand’s messaging. How can you operationalize these claims in order to consistently deliver on them?

(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:

• Take a look at your brand toolkit–do you have a clear internal brand strategy? 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 your brand with what lights their fire?