Clarity
Can you say what you do in one sentence, and does everyone here say the same one?
Brand audit
Uncover the story your brand is ready to tell.
39 multiple-choice questions about how the business actually works, and your website address if you have one. It produces a scored report across 11 dimensions with every finding and what to do about each.
Free and complete. Not a score with the answers hidden, and no account.
Website rather than brand? The website audit crawls every page it can reach and ranks what is costing you buyers, with the hours to fix each one. Also free, and it measures something different.
474
Brands scored
Businesses that have run this assessment. What the number counts is published on the group site.
11
Dimensions scored
All scored from your answers. Digital presence is also measured from your website.
39
Questions
Multiple choice, every one answered. Then every finding, with what to do about each one.
0
Account required
Free and complete. Not a score with the answers hidden.
What it looks at
11 dimensions. 10 of them are things only you can tell us, and this page is honest about that: a score built from self-report is worth what the answers are worth. Digital presence is also measured from your website.
Positioning
Is it clear what you are and what you are not?
Audience fit
Do you know precisely who this is for, or are you describing everybody?
Differentiation
Is there a reason to choose you that a competitor could not also claim?
Price and value
Can somebody find out what this costs, and does the reason it costs that hold up?
Trust / credibility
Would a stranger believe you can do this, from what they can see?
Voice consistency
Does your writing sound like a person, and like the same person each time?
Visual identity
Does everything you produce look like it came from the same organisation?
Digital presence
Off your own website, does the story hold together?
Conversion / friction
When somebody decides to buy, how much work have you left them?
After the sale
Between the yes and the next purchase, does the brand hold up?
What comes back
A score is the least of it. The report names every finding, what it is costing you, and the exact change to make.
Example report
From one set of answers. Yours will differ.
66/100
Blurred
The business is clearer than the brand is. That gap is costing you enquiries you never hear about.
- Clarity 71
- Positioning 56
- Audience fit 65
- Differentiation 62
- Price and value 85
- Trust / credibility 63
- Voice consistency 60
- Visual identity 66
- Digital presence 64
- Conversion / friction 70
- After the sale 65
high Clarity
The sentence exists in one head
A description that lives with the founder and nowhere else is not a brand position, it is a personal opinion. Every person who speaks for the company is currently improvising.
Do this: Write the sentence down, put it on one page, and have four people read it back in their own words. Where they diverge is what the sentence fails to carry.
34 findings in this one, ranked by what each is costing.
Worth saying plainly
10 of the 11 are things only you can tell us
This is a self-report, and a score built from self-report is worth exactly what the answers are worth. If you tell it the sentence is agreed when it is not, it will score clarity highly and be wrong. Only Digital presence is measured, off your own website, without asking you.
We say so here rather than in a footnote, because the alternative is a number that looks objective and is not. Answer it the way things actually are on a Tuesday, not the way they are in the deck.
Why the questions are about you rather than your logo
Almost every brand problem people bring us is described as a design problem and turns out not to be one. "Everything looks different" is usually "nobody agreed what we are". A new logo drawn on top of that produces a tidier version of the same confusion, six months later and considerably more expensively.
So the audit asks about the decisions first. If the answer really is that the design is the problem, the report will say so, and the path from there is short.
Where this goes
The audit is the first of three
Now, and free
The brand audit
39 questions and your website address. A score for each of the 11 dimensions, every finding, and what each one is costing you.
By the end: a report you can act on without us.
Next
The path
What to do about the findings, in the order worth doing them, whether you work through it yourself or hand it over.
By the end: an order of work, with the cheap wins first.
Ninety days
The sprint tracker
The plan as thirty-six tasks across three thirty-day windows, tracked as you go.
By the end: the strategy you wrote becomes a thing you did.