Have you outgrown your brand? 

Get it immediately and often repeat it back well

Understand eventually, after a bit of back and forth

Still look slightly confused even after you've explained it

score

Brand probably wasn't the issue — we were evaluated on the right things

Possibly a factor — there were moments of hesitation I couldn't explain

Almost certainly a factor — I suspected we didn't look credible enough

Sharp and consistent everywhere we show up

Clear in my head but doesn't always come through externally

Something we're still figuring out honestly

What they find matches the conversation we’re about to have and exceeds their expectations

It's there, it's fine — but it's not exactly doing me any favours

Makes me hope they're not the type to do their homework

Consistently and confidently, without much input from me

Reasonably well, though I often need to correct or re-explain

Very differently depending on who you ask

Like we belong in that room and we know it

Like we're doing better work than we look like we're doing

Like someone with a worse product but a better website is about to beat us

Clearly and specifically, in a way that feels earned not performed

It's mentioned but probably too vague — more aspiration than evidence

Either over-claimed in a way that makes me nervous, or barely said at all

Small — what people see is pretty close to what we actually are

Noticeable — we're at least one chapter ahead of how we look

Significant — our brand is living in the past and we all know it

Confident — I'd happily send it to anyone

Indifferent — it's not something I'm proud of, but it's not something I hide

That specific low-level dread of watching someone open it in real time

Yes — it attracts, converts, and builds trust

It's neutral — not hurting us, but definitely not helping as much as it could

It's a liability. I've just gotten good at not thinking about it too hard