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Forgettable is very possible.

Keep reading to see what’s working, and what’s not.

Getting a handle on brand potential.

Distinctiveness. Clarity. Relevance. They’re three qualities that transform forgettable brands into formidable ones.

To stand apart from competitors and become memorable, a brand needs to be distinctive.

Clarity ensures the brand’s value propositions and offerings are consistently understood.

And by aligning its message and tonality to its audience, brands become—and stay—relevant.

The ideal weighting of these attributes is unique for every organization, but whatever the combination, distinctiveness, clarity, and relevance are essential ingredients of the most formidable brands.

Now, let’s dig into the details.


Does the brand stand out in a crowd? Do people recognize it at a glance? And if so, do they associate the desired qualities with it?

Distinctiveness strengthens visibility and memorability in the marketplace, ultimately helping to shape a unique identity for the brand in the minds of its audience.

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We’ll cut to the chase. The brand lacks distinctiveness, which leads to a generic perception, reduced recall, and challenges in differentiation. Consider these steps to reverse the trend:

  1. Conduct a comprehensive assessment of the current brand identity, pinpointing areas that fall into a competitive “sea of sameness”.
  2. Consider a visual refresh of the brand’s logo and other design elements, to create a more distinctive and memorable identity. If needed, initiate a strategic overhaul to redefine the brand and address fundamental issues hindering distinctiveness.
  3. Reevaluate the brand’s messaging, making sure to clearly articulate its unique value propositions and differentiators.
  4. Invest in marketing and campaign strategies to overcome challenges in brand recall and increase overall visibility.


Is every brand communication well-defined and digestible? Is each experience friction-free?

Clarity enables audiences to understand the message and navigate interactions as they engage with the brand. It’s a critical component of positive perception.

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Unfortunately, the brand’s presence in the marketplace may be leading to confusion, misperception, and diminished recognition. Some ways to turn this around:

  1. Use research, surveys, and other discovery techniques to identify gaps in comprehension and/or friction in the experience.
  2. Refine communications and experiences to address pain points.
  3. Ensure internal teams understand and communicate the brand message consistently.
  4. Consider a brand strategy and/or identity reset with a focus on clarity and crisp communication.


Does your audience care about the brand? Does it speak to their wants and needs? Do they invite the brand into their lives?

Relevance establishes a profound connection, building trust, loyalty, and ultimately—advocacy.

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At this level, the brand looks to be lacking relevance, which can result in customer disconnect, declining market share, and missed opportunities. Here are some ways to reverse the trend:

  1. Conduct a comprehensive evaluation of the brand’s current perception, identifying opportunities to improve its connection with customers.
  2. Analyze competitors to understand where the brand is falling short and how any gaps can be addressed.
  3. Consider a refresh of the brand and its message to regain category relevance.

Ready to build a more formidable brand?

You’ve taken the first step, but there’s more to do. Let’s start by reviewing the results.

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