Diagnose before you build12 areas · 1 to 5
Score your brand, honestly.
Score each area before you start and again at the end. 1 means unclear. 3 means partly clear. 5 means strong enough to guide decisions. Score honestly. Your lowest score is the most useful number on this page.
Start here
Both are carried to your dashboard. You will come back to them at the end.
What you already have
Whether the artefact exists at all and how strong it is are two different questions. This one asks the first.
Structure and offers
What you sell, its shape and its front-door offer
What you sell, its shape and its front-door offer
Essence
Purpose, mission, vision, values
Purpose, mission, vision, values
Audience and person
A chosen primary audience and the person behind it
A chosen primary audience and the person behind it
Positioning
A position you could defend to a sceptic
A position you could defend to a sceptic
Voice
Rules a new writer could apply
Rules a new writer could apply
Visual direction
A brief a designer could work from
A brief a designer could work from
Roadmap
Priorities, owners and what can wait
Priorities, owners and what can wait
How strong each area is
Stage 1
Structure is clear enough to support brand decisions, and brand strategy has a seat
Before
After
What you sell, its shape and its front-door offer are clear and easy to explain
Before
After
Stage 2
Purpose is specific, credible and able to guide a decision
Before
After
Mission translates purpose into action
Before
After
Vision gives the organisation a future worth moving towards
Before
After
Values are behavioural standards that cost something to keep
Before
After
Stage 3
The primary audience is one group, chosen for a reason you could defend
Before
After
The person is built from real observation
Before
After
The offer answers the person's pressure, desire and doubt
Before
After
The competitive landscape is mapped beyond direct rivals, and the advantage is provable
Before
After
Stage 4
Personality, voice and visual direction are usable in real decisions
Before
After
Stage 5
Goals, measures and roadmap connect strategy to execution
Before
After
Score the areas above and this fills in: your weakest three, and the first stage that breaks.
