Brand is not a logo or a colour palette. In the Marketing Canvas Method, Brand is a strategic architecture: the system of decisions that determines why customers choose you over a competitor. This assessment scores whether that architecture is operational.
The 100 Brand Standard Assessment covers four sub-dimensions: Purpose (210), Positioning (220), Values (230), and Visual Identity (240). For each, you score one canonical statement on a −3 to +3 scale. The results are immediate: a negative score on Positioning means your brand occupies no specific mental real estate. A negative score on Values means your stated principles are wall decor, not decision-making tools.
Use this if:
You suspect your brand is not doing strategic work — or you want to validate that it is before investing in campaigns, a rebrand, or a new market entry.
What you'll know after completing it:
- Whether your Positioning is specific enough to exclude competitors, or generic enough for any of them to claim
- Whether your Values have changed at least one decision in the last 12 months
- Which Brand sub-dimension is most likely to be blocking your archetype's primary goal
WHAT'S INCLUDED
- 4-page A4 portrait PPTX (print-ready, editable)
- Page 2: Orientation — scoring scale, 4 sub-dimensions, all 11 Vital 8 Brand appearances, role legend
- Page 3: Assessment Grid — one statement per sub-dimension, score boxes, evidence lines
- Page 4: Interpretation Guide — score ranges, 3 Brand-specific warning patterns, next steps
Brand is not a logo or a colour palette. In the Marketing Canvas Method, Brand is a strategic architecture: the system of decisions that determines why customers choose you over a competitor. This assessment scores whether that architecture is operational.
The 100 Brand Standard Assessment covers four sub-dimensions: Purpose (210), Positioning (220), Values (230), and Visual Identity (240). For each, you score one canonical statement on a −3 to +3 scale. The results are immediate: a negative score on Positioning means your brand occupies no specific mental real estate. A negative score on Values means your stated principles are wall decor, not decision-making tools.
Use this if:
You suspect your brand is not doing strategic work — or you want to validate that it is before investing in campaigns, a rebrand, or a new market entry.
What you'll know after completing it:
- Whether your Positioning is specific enough to exclude competitors, or generic enough for any of them to claim
- Whether your Values have changed at least one decision in the last 12 months
- Which Brand sub-dimension is most likely to be blocking your archetype's primary goal
WHAT'S INCLUDED
- 4-page A4 portrait PPTX (print-ready, editable)
- Page 2: Orientation — scoring scale, 4 sub-dimensions, all 11 Vital 8 Brand appearances, role legend
- Page 3: Assessment Grid — one statement per sub-dimension, score boxes, evidence lines
- Page 4: Interpretation Guide — score ranges, 3 Brand-specific warning patterns, next steps
