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Brand Diagnostic

Find out what's actually working.

This is the diagnostic we run at the start of every BrandThnk engagement, and it takes about 10 minutes. At the end you'll get a comprehensive read-out.

Phase 1
Is your brand creating pull?
Four yes-or-no questions that separate signal from activity.
Phase 2
Where is it weak?
Score four dimensions of brand health. The scores tell you whether you need a reframe (tighten the message) or a rebrand (rebuild the foundation).
Phase 3
Write your position.
Use the Box-Edge framework to draft your category (what you are) and your difference (why it matters).

Phase 1 of 3

Is your brand creating pull?

Answer four yes-or-no questions honestly.

Question 1 of 4
If you removed your logo from everything you published in the last 90 days, would anyone know it was you?
If your content and collateral are interchangeable with a competitor's, your brand is not doing its job.
Can your sales team explain what makes you different without a deck or a script?
The real test of a brand is the unscripted explanation.
Do prospects compare you to the right competitors?
When your market puts you in the wrong category, they cannot evaluate your difference.
If five employees independently described what your company does, would you get the same answer?
Internal alignment impacts external execution more than spend.

Phase 2 of 3

Where is it weak?

Score your brand on where it is today. The total determines whether you need a reframe (tighten the message) or a rebrand (rebuild the foundation).

Rate each area 1 to 5 with 1 being "not at all" and 5 being "absolutely"

Dimension The real question Score
Market Position Do you own a clear, defensible position?
Brand Promise Can you say what makes you different in one sentence?
Message Clarity Do customers understand what you stand for?
Visual Identity Does your look reflect who you are today?
Total 0/20

Phase 3 of 3

Write your position.

This is the Box-Edge framework. It forces clarity on two things every brand needs: what category you own and what makes you better in that category.

The Box
What category do you own?
"We are a [category] for [specific segment]."

If your market cannot place you in a category, they cannot evaluate your difference. Start with the Box.

0 words
The Edge
What is your actual difference?
"Unlike [status quo], we [mechanism] so you can [outcome]."

The Edge is not a feature list. It is the single thing you do differently that produces a result your market cares about. One sentence. No hedging.

0 words

Your Diagnosis

Here is what we found.

This is a summary of your answers across all three phases. Download the full report to share with your team or bring to a call.

Phase 1: Symptoms
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Complete Phase 1 to see results.

Phase 2: Root Cause
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Complete Phase 2 to see results.

Phase 3: Position

Complete Phase 3 to see results.

Now you know.
What are you going to do about it?

A 30-minute call is enough to confirm this diagnosis and decide what to fix first.

Book a Call