Matchstic Radically Relevant

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Outlaws & Outcasts

Radically Relevant

Radical
Relevant

Dated & Dying

Copycat

Your Score
Brands of Similar Size (Limited Sample Size)
Brands of Similar Industry (Limited Sample Size)

Your Score     Your Score

Understanding
your Score

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.

Radical Score

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Relevant Score

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Your Super Six
Clarity

(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.
Distinction

(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.
Control

(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.
Attraction

(004)

The people are picking up what you’re putting down. Your attraction score suggests your brand is making a compelling first impression with your audience. High-attraction brands tend to see high growth in their marketing and sales metrics, as indicated by conversions, leads, opportunities, and/or increasing social and digital traffic.

Keep it up! And don’t forget:

  • Keep an eye on your competitors–you might stand out today but others can catch up.
  • Pay attention to your brand’s distinction–you might naturally attract most from your reputation, but you could be missing opportunities with those who don’t know you yet without a clearly distinct brand.
Devotion

(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.
Alignment

(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?

(Share Score)

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