Your brand’s health score is made up from the sum of its parts.
A Brand Health Check measures the strength of the key dimensions that make up your brand. These are Brand Strategy, Brand Collateral, and Brand Execution. In total, there are 12 brand drivers that make up your overall brand health score.
Strategy | Collateral | Execution
Your Brand Strategy score is determined by a weighted average of its 4 key drivers: Brand Purpose, Brand Positioning, Brand Essence and Value Proposition. Each driver is assessed by our panel of experts, using our robust BHS appraisal system.
Your brand purpose must demonstrate a clear ‘reason for being’ that resonates with your target audience. It must be consistent with your company values and that of your target audience. If not, then your brand quickly becomes irrelevant to them.
A clear market position ensures that your brand purpose and business opportunities are addressed. Our panel of experts can determine if you have a clear brand positioning, that ensures your brand building activities are focused where they need to be.
Brand essence is more than your brand’s personality. It’s the DNA of your brand, and it doesn’t change over time. The more distinctive, desirable, and relevant your brand is will determine how quickly you build consumer loyalty.
What problem does your brand solve? Does your brand offer anything no other brand does? A strong value proposition will ensure your margins are maintained and improve your ability to attract and retain customers.
Your Brand Collateral score is determined by a weighted average of its 4 key drivers: Identity, Storytelling, Products and Touchpoints. Each driver is assessed on the basis of quality and resonance, using our robust BHS appraisal system.
Your brand’s identity is made up of brandmarks. We assess your brandmarks (logo, strap-line, typography, colour ways, etc) on the basis of quality and how well it supports your brand strategy.
Our brand experts appraise how well your brands tells that story, at the same time demonstrating value proposition.
A quality logo and a unique story is not enough to create strong brand collateral. If your products or services offered aren’t fit for purpose or underperform relative to your brand promise, then your brand becomes quickly exposed.
Touchpoints refer to your brand presence in the market. It includes your website, signage, merchandise, branded vehicles, POS, etc. We assess the quality and effectiveness of the design of your touchpoints to support your brand presence.
Your Brand Execution score is determined by a weighted average of its 4 key drivers: Brand Development, Advocacy, Amplification, Trust. Each driver is assessed on the basis of consistency and brand management, using our BHS appraisal system.
A neglected brand is easy to spot. So too, is one that has been carefully developed over time through a clear marketing strategy. We assess your level of brand development and report on what steps you could take to improve it.
Brand advocacy tells us how engaged your target audience and loyal customers are. We assess all your online brand presence to measure the level of advocacy for your brand in the market.
A well-executed brand will leverage all its touchpoints to maximise its brand presence. Consistent execution and relevant placement will score highly for this brand driver.
Brand trust is one of the most crucial drivers of brand health. If your consumer doesn’t believe what you say, or your brand promise is not fulfilled, brand trust is eroded. We assess how trust worthy your brand is, and highlight areas that need to be addressed.
We offer three different levels of Brand Health Check , depending on your needs.
The Bronze level report provides an overall brand health score (BHS) and includes a detailed assessment of all 12 brand drivers.
The Silver level report provides everything in Bronze level, in addition to a detailed comparison against a competitor of your choice.
The Gold level report provides everything in Silver level, in addition to a detailed comparison against your sector.