BRAND DRIFT SCORE

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Is your brand in danger of drift?

Most founders can feel when something’s off — but can’t name it. That’s drift. This scorecard measures it across four lenses and shows you exactly where.

12 questions. 2 minutes.
Be honest — this is for you, not us.

Brand is meaning. The brands that break out have it in four places — inside the company, to the customer, in the market, and in the mind. This scorecard checks all four.

Score each statement from 1 to 5. Don't overthink it — your first instinct is usually right.

1 = Not at all true 3 = Somewhat true 5 = Completely true

Lens 1

CONVICTION — meaning in the company

01 We can articulate what we believe — not just what we do — and the combination is unmistakably ours.

If a competitor could say it and it would still ring true, it's not specific enough.

1 2 3 4 5

02 Our brand was built from a real source — and that source drives how we show up, especially when it means doing things differently from the rest of our market.

Most brands start genuine. Then the category smooths them out. If your source sounds like everyone else's, it's been buried — not lost.

1 2 3 4 5

03 We have clear standards — what we won't do, how we won't cut corners — and our customers can feel it in the experience, the product, or the service.

Standards show up in the details — the presentation, the conversation, the follow-through. When they slip, customers notice.

1 2 3 4 5

Lens 2

INTENTION — meaning to the customer

04 We know exactly who our brand is for — and who it's not for — and that shows up in how we talk, what we make, and who we attract.

Your best customers should feel like the brand was built for them — not just available to them.

1 2 3 4 5

05 Our customers can describe what we mean to them in a way that goes beyond the product or service.

If they describe you by what you deliver, not how you make them feel — you're a provider, not a brand.

1 2 3 4 5

06 There's a specific tension in our customers' world that our brand takes a stand on — not just a need we fill.

The best brands take a side. If yours doesn't hold a frame on the customer tension, you're one of many — not the only choice.

1 2 3 4 5

Lens 3

DEFINITION — meaning in the market

07 Someone could recognise our brand from the visual style alone — and tell it apart from anything else in the market.

Strip the logo off. Is there enough distinction left that they'd still know it's you?

1 2 3 4 5

08 People don't just recognise our brand — they connect with what it stands for.

Recognition gets you noticed. Connection gets you chosen. Can they feel your DNA — or just see your aesthetic?

1 2 3 4 5

09 Our brand shows up consistently — same story, same codes, same conviction — across every touchpoint.

Every contradiction costs you trust — and makes you harder to remember.

1 2 3 4 5

Lens 4

DOMINATION — meaning in the mind

10 When someone in our market has a need or desire we serve, we're one of the first brands they think of.

If you're not coming to mind at the moment it matters, you're losing to whoever does.

1 2 3 4 5

11 We invest in being known for what we stand for — not just what we sell. Our presence builds long-term meaning, not just short-term pipeline.

The brands that get embedded in people's minds do it through emotion and creativity — not just frequency and promotional posts.

1 2 3 4 5

12 Our customers can find us and buy from us easily — we're present in the places they naturally look, not just the ones we're comfortable with.

You can be the best-kept secret in your category. But if customers can't find you, you're losing to the brands that can be found.

1 2 3 4 5

Please answer all 12 questions before scoring.

out of 60

Your score by lens

Conviction — meaning in the company

Intention — meaning to the customer

Definition — meaning in the market

Domination — meaning in the mind

Want to know what's behind your score?

Get your personalised lens-by-lens breakdown — exactly where the meaning is strong, where it is leaking, and what to fix first.

No pitch. Just your personalised lens breakdown — plus a short series on what drives drift and how to fix it. Opt out anytime. Privacy Policy

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