Whether someone can quickly tell what you do and why you are different.

First impressions decide whether someone leans in or moves on. We asked about this because a brand that takes too long to explain itself loses people before it gets the chance to earn them.

Whether you stand apart from the alternatives instead of blending in.

If a competitor could say the exact same thing about themselves, you are not really being chosen, you are being compared. We asked about this to see whether you are winning on substance or just on proximity.

Whether everything you put out looks intentional and unmistakably yours.

A brand that looks like it was made by five different people over five different years reads as unfinished, no matter how good the work inside it is. We asked about this to see how much your look has drifted, and whether anyone is holding the line.

Whether you feel like the same organization everywhere, on screen and in the room.

Most brands are built for a screen and forgotten everywhere else. We asked about this because the moments that actually earn trust often happen in person, not on your homepage.

Whether everyone inside tells the same story about who you are.

A brand cannot be consistent to the outside world if it is not consistent on the inside first. We asked about this because the gap between how your team describes you and how customers describe you is usually where the real story is.