Brand clarity assessment
Measure your company’s pulse
with the brand clarity assessment.
What is brand clarity?
Does your company help people contribute
to something bigger than themselves?
Listen to your stakeholders by asking them to answer a 20-minute online survey and scoring yourself against the six indicators of brand clarity. The brand clarity assessment is a powerful tool that will help you understand how others perceive your brand and identify areas for improvement. By taking the brand clarity assessment, you can be sure that your organisation is on the right track to success.
How can you measure brand clarity?
The six indicators of brand clarity
1. Higher purpose
Harnessing a higher purpose connects, unifies and mobilises others around a common goal, which is the foundation or creating real change.
2. Purpose-driven
strategy
A purpose-driven strategy is best described as one that refers to a higher purpose to drive, integrate and evaluate everything the organisation does to ensure it creates a meaningful future.
3. Conscious
communications
This is about highly effective communications aligned with the company’s purpose. Promotion is simpler, more focused, less time-consuming and less costly. Brands with clarity earn people’s attention.
4. Intrinsically
motivated people
The old model for employee engagement rested mostly on extrinsic motivators — like money, bonuses, benefits and titles. Today, people are more motivated by intrinsic value and meaning in their work.
5. Empathetically connected
customers
When customers genuinely feel understood and appreciated, loyalty and advocacy are strong. Companies looking to influence customers actively align with their values positively.
6. Agility &
responsiveness
Being agile, brands with clarity can stay true to their purpose and values while transforming to adapt to changing market demands and customer expectations.
Why measure brand clarity?
01
Engage your team
The brand clarity assessment supports your brand's positive growth and transformation towards a more transparent future. If you’ve already embarked on this journey or recognise the need to start, our tools will give you the visibility to take your organisation further.
02
Determine a realistic baseline
Awareness and visibility are crucial to your progress towards building a better, more sustainable brand. Use the brand clarity assessment to diagnose where your brand sits on its journey to purpose actuality.
03
Move towards a clearer future
Mobilise your people towards a collective purpose and vision. Identify and build internal brand champions, receive guidance, and track and measure your progress over time.
Build stronger teams and partnerships.
Create a deeper understanding of brand value creation.
Increase transparency and build trust with all stakeholders.
Encourage a new mindset and understanding of the organisation.
Uncover a more profound understanding of your purpose.
Assess brand impact with fresh perspectives.
Change begins inside ouT
Harness employee insight
If you’re a business leader, our tool invites your entire team to assess your organisation and receive a collective insight report. You’ll receive overall results as well as insights into departments and roles. When empowered to contribute and be heard, employees feel more connected and motivated to work together towards your purpose and growth.
Build a better brand
Develop a clearer understanding
We’ve partnered with human behaviour, change management, communications, stakeholder experience and leadership experts to develop growth recommendations across each critical area. Once an individual or team survey has been completed, you’ll receive tips and advice to improve the site where your organisation scored lowest.
Embed future measureS
Assess, re-assess, and track
The brand clarity assessment is the perfect way to examine your organisation's branding and identity critically. By understanding how well you score against the six indicators of brand clarity, you can make well-informed decisions about improving your organisation's brand presence. The survey takes just 20 minutes to complete, from which you receive a tailored report with your organisation's score and recommendations for improvement.
Frequently Asked Questions
(FAQS)
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Brands with clarity understand why they exist and are built from the inside out. Collective insight is key in determining the state of consciousness and tracking the pervasion of Purpose and meaning within your organisation. The Brand Clarity Assessment enables every person within the organisation to have a voice.
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The Brand Clarity Assessment should be sent to all employees, measuring responses across the entire organisation. The more responses we receive, the more accurately we can measure the organisation's purpose by department and role to assess the areas for improvement.
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Employee engagement surveys can be much more Organisational Psychology based and have a wholly different purpose (optimising productivity), whereas this survey is designed to optimise purpose, which could affect productivity, recruiting, and other metrics. So they're concentric circles for sure, but you should use whichever tool most directly solves the organisation's current issues.
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HR or administration to generate an employee list to upload to the team survey;
Project lead to send out the initial email to all staff;
Other roles that are integral to the inner operations of the organisation—a body that’s responsible for the cultivation and implementation of company strategy, culture, etc. to all other parts of the company.
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While we measure the responses by department, we also identify 'Brand Believers'—change agents from within the organisation—gaining insights into what these individuals bring to the work setting and how we can incorporate these attributes into the rest of your organisation's culture.
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Every organisation has Brand Believers who bring energy to help embed the purpose. We believe brands enter a new stratosphere when Brand Believers are listened to, empowered and able to grow. Identifying Brand Believers are pivotal in bringing the company towards a higher purpose.
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The Brand Clarity Assessment is designed to provide both organisational and individual feedback to see the areas your role is contributing to the overall Higher Purpose. We want you to achieve your potential and find the Assessment a valuable tool to help you do just that. Therefore, we will send you results, reminders, updates, and inspiring messages once you register. However, you can opt-in or out of these at any time.
Once registered, we will also use your results to give anonymous industry averages to others completing the assessment.
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We use internal and third-party tools (Active Campaign, Google Analytics and Heap Analytics) to track website usage, make informed decisions on improvements and communicate with our users. Some of this data is user identifiable. We will never sell this data to a third party.
A Purpose-driven partnership
Conscious Brands® is a diverse group of passionate professionals devoted to creating positive change. From human behaviour and communications to leadership and experience design, we use business for good in every way possible. Conscious Brands® is a Certified B Corporation.