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)

You run a tight brand ship–just how we (and your customers) like it! Your control score suggests your brand has consistent visual treatments (color, layout, type, imagery, etc.) and/or a consistent brand voice and message across multiple touchpoints. High-control brands are easily recognizable by their audiences and they provide a familiar experience, which builds trust and credibility.

Keep it up! And don’t forget:

• Find the right moments to be unexpected–well controlled brands can sometimes get stale without unexpected moments in copy or visuals.
• Consider creating a brand school to continue to train and educate employees and partners on how to maintain your brand’s consistency. Remember, if you are getting tired of it, your audience is probably just now getting familiar with it.

(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 This could be due to an outdated message and look, or simply one that isn’t speaking to the full value you provide.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:

• 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?
• Audit your brand touchpoints and materials. Does it speak to only one of our audiences? Who might feel left out of the conversation?

(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.