See what's really happening inside your team
You can feel when something's off. Energy's low. Good people are thinking about leaving. Meetings feel heavy.
This isn't just low morale. It's culture drift and it's costing you and your team.
This free five-minute quiz helps you see where trust is strong and where it might be slipping. No jargon. Just honest insight into what's really going on.
Firstly, What is your name?
What is your company name?
Direction
"Running water never grows stale.
So, you just have to 'keep flowing'"
Your brand's direction is the guiding force that steers your company's actions and decisions. It encompasses your mission, values, and overall purpose. A clear brand direction aligns your team, informs your objectives, and ensures your brand authentically represents who you are as an organisation. This section will guide how well-defined and embraced your brand's direction is within your company.
Direction
1. Do you and your colleagues have a clear, inspiring vision for where the brand is headed?
Direction
2. Do you and your colleagues believe in and feel motivated by the company's mission?
Direction
3. Are your company objectives and goals tied to your mission?
Direction
4. Do you and your colleagues feel the mission aligns with the company’s values?
Direction
5. Do you believe your brand represents the company you want?
Culture
“Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all.”
A company's culture is the collective beliefs, behaviours, and underlying assumptions that shape how work gets done. The unwritten rules and shared mindset guide daily interactions and decisions. A strong brand culture rallies employees around core values and instils a sense of purpose. This section explores how well your stated values align with the cultural experience.
Culture
1. Do the company's core values deeply resonate with you and your colleagues?
Culture
2. Are behaviours that exemplify the values consistently recognised and rewarded?
Culture
3. Do all employees, including leaders, actively live up to the stated values daily?
Culture
4. Does the company's culture foster innovation, creativity and a willingness to try new things?
Culture
5. Do you and the team have a strong understanding of the company's founding story and roots?
Personality
“There's always room for a story that can
transport people to another place.”
Every brand has a distinct personality that shines through its communications, visuals, and interactions. This personality is expressed through its tone of voice, storytelling ability, and brand archetype (ranging from the sage, hero, caregiver, etc). An authentic, well-defined brand personality helps to create emotional connections and stand out in a crowded marketplace.
Personality
1. Does the brand express a clearly defined, distinctive tone of voice across all communications?
Personality
2. Is there consistency in how the brand's personality traits come through internally and externally?
Personality
3. Does the brand lean into a unique, memorable archetype that differentiates it from competitors?
Personality
4. Would you describe the company as an engaging human storyteller that forges real connections?
Personality
5. How memorable and distinctive is the brand's personality compared to others in your industry?
Positioning
“If you don't like the road you're walking, start paving another one.”
These are wise words from Dolly Parton, as effective positioning is crucial for recognition, recall, and eventually being in front of mind in a crowded marketplace by a customer. You need to be well-defined, defensible, and aligned with your purpose while being clear about why you’re different and what problem you might solve.
Positioning
1. Do you believe your brand occupies a differentiated, defensible position in the market?
Positioning
2. Does your brand's positioning allow you to stand out from competitors meaningfully?
Positioning
3. Is there a clear value proposition that motivates your desired audiences to choose you?
Positioning
4. Does your current positioning align with and support your growth ambitions for the future?
Positioning
5. Do you feel your brand is at risk of losing relevance to competitors?
Customer
“Human beings have an innate inner drive to be autonomous, self-determined, and connected to one another. And when that drive is liberated, people achieve more and live richer lives.”
A brand is here to help add value to a person's life. To do so, we need to understand the customer deeply. What are their needs, wants, desires, and outcomes? Bust first, who are they? We need detailed customer profiles and personas that allow you to craft tailored experiences that resonate. Then, it’s consistently delivering value that exceeds expectations and turns them into passionate advocates.
Customer
1. Does your company leverage robust customer personas and profiles to guide decisions?
Customer
2. Do you deeply understand your customer’s end-to-end journey and pain points?
Customer
3. Does your brand consistently deliver on solving customers' core needs and problems?
Customer
4. Are there systematic processes to capture and incorporate customer feedback and insights?
Customer
5. Do your customers view themselves as passionate advocates and promoters of your brand?
Leadership
“If My Mind Can Conceive It and My Heart Can Believe It, Then I Know I Can Achieve It.”
We might not have Muhammad Ali in our corner, but strong leadership is vital for bringing a brand vision to life and inspiring others to live that vision. These leaders embody the brand values, drive social impact, rally the teams, exceed expectations, and are beacons internally and externally.
Leadership
1. Do company leaders authentically embody and champion the organisation's brand values?
Leadership
2. Are leaders transparent in setting and communicating the brand's overarching vision?
Leadership
3. Do leaders prioritise and drive initiatives that create positive social impact?
Leadership
4. Do leaders take actions that exceed employees?
Leadership
5. Is there confidence that current leadership can rally teams to achieve brand growth goals?
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