Score

How Clear Is Your Brand?

I have a rough idea but it’s not written down

I have a defined statement but it lacks focus

I have a clear, written mission that drives every decision

I usually ramble or give multiple answers

I have an answer, but it changes depending on who asks

I have a one-liner, but it lacks punch or clarity

I have a clear and consistent one-liner that clicks with people

I’ve written some down but don’t use them

I use them occasionally in decision-making

I use my brand values as a compass for everything

I have a general sense but it’s inconsistent

I use some personality traits, but they aren’t applied across channels

I have a defined tone and apply it consistently across all touchpoints

I feel unsure or unclear when talking about it

I feel confident, but my message isn't consistent

I speak about my brand with total confidence and consistency

I have a loose idea but no profile or data

I have a general persona, but it’s based on assumptions

I have a detailed, validated customer profile

I’ve talked to a few people but haven’t sold anything

I’ve had some sales but nothing consistent

I’ve sold to actual customers who match my target audience

I speak clearly to a specific pain/desire my audience cares about

I know exactly where they are and tailor content to those spaces