brand clarity scorecard
Where is my brand costing me business?
If you've ever wondered which brand archetype aligns best with your brand, you're in the right place. This quiz is designed to help you explore the 12 brand archetypes and discover which one suits your brand the most.
Answer the following questions honestly, and at the end, I'll reveal the brand archetype that could be your perfect match.
1
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Could a stranger land on your website or Instagram and say who it's for within 10 seconds?
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2
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Do your website, socials and any physical touchpoints (signage, menus, packaging) look like the same business?
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3
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Does your visual identity match what you charge?
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4
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If you have brand guidelines, when did anyone last actually use them?
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5
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Could you say what makes your brand different from your closest competitor, in one sentence, right now?
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6
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Does a new hire or contractor get a clear brief on how to represent the brand?
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7
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When did your brand last get a genuine compliment from someone who isn't a friend or family member?
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8
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Do you feel confident sending a potential client straight to your website?
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9
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Has your business changed, new offer, new market, more senior clients, since your brand last did?
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10
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If a client only saw your invoice and your Instagram side by side, would they match?
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11
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What are you willing to spend on branding?
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12
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What’s your timeline?
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your brand clarity scorecard results
Oh dear, it's time to call in backup
0 to 5
the brand is actively working against the business right now, and a competitor with a weaker business and a stronger brand is winning the client you should have had
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what this looks like
disconnected, underpriced for its own ambition, hard for a stranger to trust fast
where it shows up
everywhere a stranger meets the business first
what it's costing you
clients who choose someone else before you get a chance to explain
the trap
waiting until it's a bigger problem before doing anything about it
the fix
build this properly, from positioning up, rather than patching another visual fix on top
your brand clarity scorecard results
Uh oh, looks like there's some work to do.
6 to 10
more than half of what we checked isn't carrying its weight, and it's almost certainly costing you enquiries you never hear about
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what this looks like
inconsistent, undersold, harder to explain than it should be, running on goodwill
where it shows up
your website, pricing conversations, how the team talks about the business
what it's costing you
enquiries that go quiet, prices that feel like a stretch, more explaining than selling
the trap
patching the symptom, a new logo, a new post, instead of the pattern underneath it
the fix
name the pattern across the low scores, usually a business that's grown faster than its brand has
your brand clarity scorecard results
Hmm, your brand might need some extra help.
11 to 15
your brand mostly holds up, but there are specific places where the story quietly breaks, and strangers notice those gaps before you do
what this looks like
mostly consistent, a few loose threads, close but not quite, believable most of the time
where it shows up
the two or three touchpoints behind your lowest answers
what it's costing you
trust leaking in specific spots, not everywhere
the trap
name the two lowest-scoring answers directly and treat them as the whole project, not the whole brand
the fix
treating "mostly fine" as the same as "fine", and never actually fixing the specific gap
your brand clarity scorecard results
Well done, your brand is doing what it should.
16 to 20
your brand is doing its job. what you charge, what you look like and what people say about you are already lined up, and that's rarer than it sounds
what this looks like
consistent, considered, trusted, quietly confident, already working
where it shows up
your website, your pricing conversations, how clients describe you to other people
what it's costing you
not much, though your single lowest-scoring answer is still worth a look
the trap
assuming it stays this way without anyone tending to it
the fix
keep doing what you're doing, and retake this before anything big changes, a new offer, a new market, a growth spurt
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