How healthy is your brand?
What is brand? How healthy is your brand? What are your brand weak spots?
Find answers to all of these questions here...
What Is Brand?
Brand isn’t what you say.
It’s what they say.
And by "they"—we mean your customers.
It’s not your logo, colors, or typography.
It’s the gut feeling people have about you and your business.
What Makes Up a Brand?
We’ve seen a lot of airy-fairy definitions online.
Most people don’t actually know what brand is—so we went on a quest to figure it out.
What we found?
There are 13 core components of brand.
Each one is a question your customer asks themselves, often without even realizing it.
🎥 Want a deeper dive into all 13 components?
Check out this video where I walk through each one in detail:
So, to assess your brand, you need to put yourself in your customer's shoes.
(Or better yet—get real feedback from your actual customers.)
The 13 Brand Components
1. Brand Recognition
Do I recognize this brand when I see its logo, design, or style?
2. Brand Memorability
Can I remember the brand visuals, feelings, or messaging when it matters?
3. Brand Recall
Can I recall the brand name when I need it—without seeing a visual prompt?
4. Brand Perception
How do I feel about this brand?
5. Brand Clarity
Do I understand what this brand does and who it’s for?
6. Brand Relevance
Is this brand for people like me, solving problems I care about?
7. Brand Differentiation
Is this brand clearly different from the rest?
8. Brand Desirability
Do I want to be associated with this brand?
9. Brand Trust
Do I trust this brand to deliver?
10. Brand Confidence
Do I feel safe choosing this brand over others?
11. Brand Cohesion
Does everything from this brand feel connected and aligned?
12. Brand Affinity
Do I like this brand and emotionally connect with it?
13. Brand Loyalty
Do people continue to choose this brand again and again?
Brand Health Scorecard
Want to quickly assess how your brand stacks up?
Download the free scorecard here:
Closing Thoughts
Your brand is the gut feeling your customers have about you.
So here’s the real question:
How do your customers feel about you?