The state of your brand
Twenty verifiable questions on your logo, identity, website and follow-up. Click to answer, and the score adds up.
How it works
Fill it in yourself, or walk through it with a few people who work with the brand daily. Each answer has a point value.
The outcome
The four subtotals add up to a score. At the bottom you see which range your brand falls in. No email address needed.
SECTION 01 · THE LOGO
The logo is fixed, or it is not
Five checks on the foundation: the logo and its files.
01
The logo exists in every variant you need: horizontal, stacked, mark only, plus black-and-white and inverse.
02
Scalable vector files exist (SVG, EPS), not only pixel files (PNG, JPG).
03
Every supplier delivers the exact same logo, regardless of printer or builder.
04
The construction is fixed: measurements, proportions, clear space and minimum size.
05
The logo has been tested at the smallest scale, favicon and app icon, and stays legible.
SECTION 02 · THE IDENTITY
The identity is fixed, or it lives in people’s heads
Five checks on colour, typography and imagery.
06
The colours are fixed exactly in HEX, RGB, CMYK and Pantone.
07
The same colour is identical on screen, in print and on a building facade.
08
Every text role has a fixed size and ratio, from heading to caption.
09
Rules are fixed for which images fit and how they are cropped.
10
A new employee or supplier applies the brand correctly without you involved.
SECTION 03 · THE WEBSITE
The website runs on the system, or beside it
Five checks on the platform.
11
The site sits on a fixed structure and a grid, not assembled page by page.
12
The site uses the exact same colours and typefaces as the logo and the identity.
13
You update a page or block yourselves, without needing an agency every time.
14
The site loads fast and works on mobile just as well as on desktop.
15
You can see in numbers what the site does and where visitors drop off.
SECTION 04 · THE FOLLOW-UP
The follow-up keeps running, or it stalls
Five checks on what happens after an enquiry.
16
A lead gets an immediate confirmation in your house style after an enquiry.
17
The sales team knows about a new lead immediately, with full context.
18
Follow-up is not tied to one person and does not stall if that person is unavailable.
19
Automated messages match the same house style as everything else.
20
Follow-up runs day and night, without anyone needing to be present.
Where your brand stands
The four subtotals together determine your range.
A foundation that holds
The brand runs on documented systems. Consistency does not depend on who does the work, it is fixed in the construction.
A brand with cracks
Most of it is fixed. In a few places, choices are still made by hand. That is where the drift begins.
A brand that leaks
Consistency rests on people. The rules exist in half measures, and not everyone knows them. The brand shifts a little with every supplier.
A brand without a foundation
The rules are documented nowhere. Every supplier and every expression starts over. The knowledge sits in people’s heads, not in systems.
This check measures whether the foundation is fixed, not whether it is right. A system can be fully locked in place and still be the wrong construction. That judgement needs a second pair of eyes.