Brand Coherence Diagnostic
The brand of many companies is, in practice, three brands that don’t talk to each other: that of strategic planning, that of the website and that of customer service. When they diverge, the customer builds the perception of the brand, and, without an anchor, decides on price. Answer 12 questions (about 3 minutes) and see where your brand loses coherence.
How we read coherence
The test crosses four layers. The brand is coherent when all of them tell the same story, and incoherence almost always appears when one of them stops in time.
- Base
- The strategy: positioning, audience and values that guide everything. Without it, there is nothing to align.
- Voice
- The verbal identity: the tone, the key messages and the names. How the brand sounds on any channel.
- Image
- The visual identity: logo, colors and typography, and how well it holds up across touchpoints.
- Delivery
- The experience: what the customer actually lives. It is where the brand’s promise is confirmed or denied.
Every brand has a useful life. It is created for a company, an audience and a market moment, and all three change. When the brand stops keeping up, the incoherence that this test measures appears. Repositioning and modernizing is not erasing what was built: it is keeping the brand up to the level of the company it represents today.
This chain, from strategy to expression, is what we call From Mind to Brand. To go deeper: branding service and what is branding.