Brand Health Scorecard
A scorecard that turns a fuzzy question, is our brand any good, into a clear number with reasons. It looks at clarity, consistency and distinctiveness, then shows where a brand is strong and where it blends into the background.
What the questions look like
Real questions from the template, shown in full. You can edit every one of them.
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Could a stranger describe what you do after ten seconds on your site?0 - No chance510 - Instantly
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How consistent are your visuals across every place people meet you?0 - All over the place510 - Identical everywhere
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How different do you look and sound from your closest rivals?0 - Indistinguishable510 - Unmistakably us
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How clearly does your messaging say who you are for?0 - Not at all510 - Crystal clear
An example result
Answers run 0 to 10 and convert to a score out of 100 across Clarity, Consistency and Distinctiveness. The headline score is the weighted average, and the lowest category points to the fastest brand win.
You are clear on what you do, but you look like everyone else. Distinctiveness scored lowest. Pick one visual and one verbal signature and use them relentlessly for ninety days.
| Sharp (82-100) | Clear, consistent and distinctive. Protect it. |
| Solid but blurry (60-81) | Strong in places, fuzzy in others. Fix the weakest area. |
| Needs work (0-59) | The brand is not landing. Start with clarity. |
Who it is for
For agencies and marketers who sell brand or strategy work. Use it to open a conversation with a diagnosis rather than a pitch, and to show your expertise for free.
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Questions about this template
Is a self-assessment accurate?
It is a mirror, not an audit. It surfaces where someone already senses weakness, which is exactly where a conversation should start.
Can I brand it as my own diagnostic?
Yes. Add your logo, rename the categories and bands, and make it a signature tool for your agency.
What happens after they finish?
Each result can offer a tailored next step, and every response is captured as a lead with its scores attached.