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

There's a clear answer and everyone on the team would say the same thing

I know the answer — but I'm not sure it's coming across clearly outside the company

Good about it — what they find matches what they're about to experience, or exceeds it

Neutral — it's there, it's fine, but it's not doing you any favours

A low-level dread — you hope they're not the type to do their homework

Different words, same story — consistent and confident

Mostly the same, though I'd probably need to coach a couple of people

Genuinely inconsistent — I'm not always sure what they're telling people

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

To pull out the numbers — we have the specific evidence to back everything up

To explain it — the work is real, but I'd have to talk them through it rather than point to something clear

A flicker of discomfort — either we don't say enough, or I'm not sure we can back up what we do say

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, anytime

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

Like you want to pre-apologise before they open it. "It's a work in progress.”

Yes — it attracts the right people, builds trust, and makes conversations easier

It's neutral — not hurting us, but definitely not pulling its weight

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

Something I can work through on my own (a checklist or guide)

A quick conversation to figure out where to start (free, 20 min)

A proper outside perspective on my brand (Brand Therapy session)

I'm still exploring — not ready to do anything yet