BRAND DRIFT SCORECARD

How aligned is your brand with where the business is going?

 

 

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

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
01 Our team can describe what we do and why it matters in one consistent sentence.

If five people on your team each gave a different answer, the brand isn't holding.

02 When someone encounters us for the first time — online, in a meeting, through a referral — the impression matches the reality of what we deliver.

Brand isn't just how it looks. It's how you show up — and whether that opens doors before you've said a word.

03 My team can represent the brand confidently without me guiding every detail.

If the brand still lives in your head, it's a bottleneck — not a system.

04 Our visual identity — logo, website, materials — feels built for where we're going, not where we started.

Most brands are designed for the business you were, not the business you've become.

05 When we engage with larger clients, partners, or stakeholders, the brand holds up.

If you're winning work despite your brand rather than because of it, that's drift.

06 We have a clear, documented brand strategy that guides decisions — not just a logo and colours.

A brand without strategy is just decoration. Strategy turns brand into a decision-making tool.

07 It's clear to our market what makes us different — and why that matters.

If you swapped your name onto a competitor's website and it still made sense, that's a problem.

08 Our brand attracts the right people — clients, talent, and partners.

A well-positioned brand is a filter. It pulls the right people in and lets the wrong ones self-select out.

09 We don't feel the need to constantly explain or justify what we do.

When the brand carries the message, you stop selling and start being chosen.

10 If I'm honest, our brand is helping us grow — not holding us back.

The question behind every other question. Trust your gut on this one.

Please answer all 10 questions before scoring.

out of 50

The real insight isn't the number.

Look at which questions scored lowest. That's where the drift is sharpest. Most leaders already sense it — this just puts a number to the feeling. If three or more questions scored below 3, the issue isn't cosmetic. It's structural.

Three things you can do this week

01. The consistency test
Ask three people on your team to describe what your organisation does and why it matters — separately, without preparation. Compare the answers. If they don't align, the brand isn't holding. The gap between those answers is the gap your market feels too.
02. The first impression audit
Pull up your website, your LinkedIn, and your last proposal side by side. Do they look and feel like the same organisation? Does that organisation look like where you're going — or where you've been? If a prospect saw all three before meeting you, would they expect the business you actually are?
03. The bottleneck question
Ask yourself honestly: if you stepped away for a month, could your team represent the brand the way you would? If the answer is no, the brand isn't a system yet. It's still you. And that's the ceiling on your growth.

Want to know what's behind your score?

Send your score to hello@neplusultra.studio and I'll reply with a short diagnostic breakdown — no pitch, just clarity on where to focus first.

NE PLUS ULTRA Studio
Contact us

hello@neplusultra.studio

Made in Sydney, Australia

 

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