The Brand-Led
Business Scorecard
How well is your brand supporting the business?
A brand-led business doesn't simply have a logo, a website or a marketing plan. Its brand helps shape where the business is going, who it wants to reach, what it wants to be known for and the decisions it makes. You can see and hear the brand in the way the business communicates, and experience it in the way the business works.
The Brand-Led Business Scorecard looks at the three parts of the Brand School Method™: Strategy. Image. Experience. Whether you own the business or help to market it, answer based on what is really happening now.
Strategy
Is the brand helping to guide the business?| 1 |
The brand gives the business a clear sense of direction.
What the business stands for and wants to become helps shape where it is going.
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| 2 |
The business has a clear understanding of the people it most wants to reach.
It understands who those people are, what is important to them and what they need.
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| 3 |
The brand makes it clear what the business wants to be known for.
There is a focused idea the business wants people to remember and associate with it.
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| 4 |
The business is clear about why people should choose it.
It understands what is useful, distinctive or valuable about it compared with other choices available.
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| 5 |
The brand helps guide important business decisions.
Decisions about services, products, marketing, partnerships and opportunities reflect what the business stands for.
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| Strategy score | 0 / 10 |
Image
Does the business look, sound and communicate like the brand it wants to build?| 6 |
The brand has a recognisable personality.
The business communicates in a way that feels intentional and recognisably its own.
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| 7 |
The business is clear about the important messages it wants people to remember.
Its marketing is built around a small number of meaningful messages rather than constantly changing subjects.
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| 8 |
Those important messages are repeated consistently.
People are given enough opportunities to understand and remember what the business wants to be known for.
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| 9 |
The words and visuals feel like they belong to the same business.
Tone of voice, messages, photography, design and visual choices give people a consistent impression of the brand.
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| 10 |
The business looks and sounds distinctive enough to be recognised and remembered.
Its communication doesn't feel interchangeable with every other business offering something similar.
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| Image score | 0 / 10 |
Experience
Does the experience people receive reflect the brand?| 11 |
The brand helps set clear standards for how the business works.
There is clarity about the quality, behaviour and level of service people should expect.
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| 12 |
The customer experience reflects what the business wants to be known for.
What people experience supports the reputation the business is trying to build.
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| 13 |
The experience feels consistent at different stages of the customer journey.
The brand comes through before, during and after someone buys or works with the business.
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| 14 |
The people representing the business understand how the brand should feel in practice.
They understand the behaviours, standards and approach expected when dealing with customers and colleagues.
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| 15 |
The business delivers on the expectations created by its marketing.
What people receive feels consistent with what the business has said, shown and promised.
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| Experience score | 0 / 10 |
Answer all 15 statements to see your result.
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