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Test your brand alignment

Find out how aligned your brand is.

The most successful brands are those that are aligned. They have a compelling brand vision (positioning, purpose, mission, values, personality) and align the customer and colleague experience to that vision.

Take two minutes to answer some questions and get your ‘alignment score’. It’ll help you map out changes to set your brand on the road to success.

How aligned is your brand?

Look at these statements and pick the one that fits your organisation best.

Step 1 of 13

7%

Use of customer insight(Required)

We don't use customer insight to measure progress towards our brand vision

We capture some customer insight, but it doesn't really measure progress towards our vision - and we rarely act on it

We regularly use customer insight to measure progress towards our brand vision - and we act on it

Customer input to strategy(Required)

Strategy isn't influenced by customer insight

We sometimes use customer insights to help us develop strategy

Strategy is guided by customer insight

Processes(Required)

Our processes are developed without the guidance of our brand vision

Our processes are sometimes developed in line with our brand vision, but not consistently

Our processes are always developed and adjusted in line with our brand vision

People(Required)

Colleagues aren't aware of our brand vision

Colleagues are aware of our brand vision, but they're not guided by it every day

Colleagues are aware of our brand vision, and use it every day and in their strategic choices

Brand builders(Required)

Colleagues think that marketing alone is responsible for delivering our brand vision

Colleagues outside of marketing sometimes think about delivering our brand vision, but not consistently

Everyone in the organisation is responsible for delivering our brand vision

Alignment of leadership and the rest of the company(Required)

Only the leadership team, understands and uses the brand vision

Some people outside of the leadership team understand and use the brand vision, but it is not consistent

Everyone in the organisation understands, and values the brand vision, and it helps them make decisions

Communication(Required)

Our communications are fragmented and don't align with the brand vision

Our communications sometimes align with our brand vision, but it's not consistent

All our communications are focused and consistently align with our brand vision

Customer experience(Required)

Our customer experience isn’t aligned to our brand vision

Our customer experience is sometimes aligned to our brand vision, but it is not consistent

Our customer experience is developed through the lens of our brand and is always aligned to our brand vision

Employee experience(Required)

Our employee experience isn't aligned to our brand vision

Our employee experience is sometimes aligned to our brand vision, but it is not consistent

Our employee experience is developed through the lens of our brand and is always aligned to our brand vision

Employee communications(Required)

There's no communication between managers and team members about the brand vision and how it can be used in day-to-day activities

Some managers are good at communicating the brand vision and how it can be used in day-to-day activities, but it’s inconsistent and varies by manager

Managers always communicate with team members through the lens of the brand vision and how it can be implemented in day-to-day activities

Culture(Required)

The culture within the organisation, (including behaviours and values) isn’t connected to the brand vision

The culture within the organisation, (including behaviours and values), sometimes aligns with the brand vision, but not consistently

The culture within the organisation, (including behaviours and values), is consistently aligned with the brand vision

Innovation(Required)

We don’t have an innovation pipeline developing regular new offers

Our innovation pipeline is haphazard and inefficient with no coherent approach

Our innovation pipeline is focused on our brand vision and provides a consistent stream of new ideas aligned to our vision

Thanks for taking the quiz. Please share a few details to see your score. And, we'll be in touch with some bespoke brand alignment advice.(Required)

First and last names(Required)

First Last

Work email(Required)

Δ

When you define your brand and bring it to life through connected CX and EX you unlock a whole new world of brand performance.

That’s brand alignment

Need proof it works? Just ask our client David Lloyd.

We’re always here to talk all things CX, EX and building a stronger brand.

Our brand alignment work

easyJet
David Lloyd
Lawn Tennis Association
Slug & Lettuce
IQ
Transport for Greater Manchester

Our brand alignment content

Brand alignment: when actions speak louder than logos

Learn why brand alignment is crucial for customer experience, employee engagement, and business success.

Your brand vision: the four step guide to success

Unlock your company's potential with a brand vision that inspires teams, boosts efficiency, and keeps promises. Our four-step guide shows you how.

The alignment era: our six step guide

Brand alignment. Discover six practical steps to deliver on your brand promise, enhance customer experiences, and turn your vision into action.

Let’s talk

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