Brand Maturity Audit

Uncover Your Brand’s Blind Spots.

In just 10–15 minutes, see where your brand stands across 5 key pillars of brand management—and discover steps to strengthen your competitive edge and drive unstoppable growth.

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Your Role / Responsibility

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And your business...

Business Industry

Yearly Turnover

Expected Growth (next 12 months)

Years Operating

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1 out of 15 questions

Brand Strategy & Planning

Is your Brand plan documented with measurable objectives for the next 12 months?

No formal plan or measurable goals

Informal guidelines without clear KPIs

A plan exists but not consistently followed

Well-defined plan with some KPIs

Comprehensive plan with fully measurable objectives and regular reviews

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1 out of 15 questions

Brand Strategy & Planning

How balanced is your investment in long-term brand-building vs. short-term marketing tactics?

Almost all spending goes to short-term promotions

Some brand-building, but overshadowed by sales pushes

Moderate brand spend, but no deliberate balance

Fairly balanced, with dedicated budgets for both

Fully balanced, with clear brand-building vs. activation goals and metrics

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1 out of 15 questions

Brand Strategy & Planning

Are your Brand associations clearly defined and measured?

Brand associations are the mental network of thoughts, emotions, images, and beliefs that consumers form about a brand, shaping how it is perceived, recalled, and ultimately chosen.

We’ve never formally defined or measured associations

We have a vague sense of associations but no data

Some associations defined; measurement is ad-hoc

Key associations are defined and reinforced in marketing

We actively track and manage positive/negative associations with data-backed insights

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1 out of 15 questions

Brand Strategy & Planning

How often do you track overall Brand perception in the market?

Never; we rely on anecdotal feedback

Occasionally, without a formal process

Periodically through informal surveys or social listening

At least once a year in a structured study

Ongoing/regular tracking, analysing shifts in brand equity and sentiment

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1 out of 15 questions

Segmentation & Targeting

How clearly have you defined your market segments?

No formal segmentation; we treat the market as one

Broad segments exist but lack detail

Defined segments but limited depth or data

Well-segmented with meaningful distinctions

Data-driven, detailed segments that guide strategy

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1 out of 15 questions

Segmentation & Targeting

Have you identified distinct target audiences within these segments?

We try to appeal to everyone

General idea of audiences, not documented

One primary audience, secondary targets unclear

Clearly defined audience hierarchy backed by research

Multiple targeted audiences, each with specific messaging & tactics

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1 out of 15 questions

Segmentation & Targeting

Do you have well-developed buyer personas or usage occasions for each segment?

No personas or usage profiles

Basic personas, but rarely used

Personas exist but not consistently applied

Personas/usage occasions guide marketing decisions

Deeply researched personas that inform product, marketing, and sales strategies

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1 out of 15 questions

Segmentation & Targeting

Do you measure segment performance and adapt your approach over time?

We don’t track segment-level data

We look at overall performance, but not by segment

Some segments are tracked, but adjustments are sporadic

Regularly track segment performance and refine tactics

Robust segment KPIs, with continual optimisation

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1 out of 15 questions

Brand Positioning

How unique is your Brand positioning relative to competitors?

We struggle to articulate any real difference

We have small differences, but it’s not compelling

We stand out in some areas but risk confusion

Clear differentiation recognised in key markets

Highly distinct and difficult to replicate in any market

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1 out of 15 questions

Brand Positioning

Have you identified competitor positions in each of your target markets?

No, we do not systematically analyse competitors

We have a general idea but no formal tracking

Some competitor mapping, but not consistent

Detailed competitor positioning maps per market

Ongoing process to track and adjust positioning by market

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1 out of 15 questions

Brand Positioning

Is your positioning strategy documented and consistently shared across the organisation?

No formal articulation of our positioning

It exists but isn’t widely communicated

Documented but inconsistently applied

Used internally and mostly followed

Everyone understands and champions the positioning

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1 out of 15 questions

Brand Positioning

Does your Brand architecture reflect a coherent positioning strategy across products/sub-brands?

No formal architecture; each product markets itself

Some structure, but inconsistent brand linkage

Defined architecture, but sub-brands occasionally conflict

Mostly coherent, with minor inconsistencies

Fully integrated architecture that supports a unified positioning

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1 out of 15 questions

Brand DNA & Codes

How clear and focused is your Brand’s DNA (core principles/values)?

We have no defined brand DNA

Some broad statements, not well communicated

We have core principles, but they’re not consistently used

Embedded in our culture and marketing decisions

Deeply ingrained, widely recognised internally and externally

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1 out of 15 questions

Brand DNA & Codes

Do your Brand’s functional and emotional benefits align with your positioning?

We mainly push product features, ignoring deeper benefits

We have some benefits, but they lack structure or clarity

We understand benefits but don’t consistently communicate them

We consistently communicate both functional and emotional benefits

Customers clearly associate us with a unique set of functional and emotional strengths

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1 out of 15 questions

Brand DNA & Codes

How many distinctive Brand assets (Codes) do you have, and how consistently are they used?

Essentially none; our brand is generic

A single asset (e.g., a logo) but little else distinct

A few assets (colours, fonts, packaging), inconsistently applied

A strong set of codes, mostly consistent

3-5 instantly recognisable assets, consistently deployed across all

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1 out of 15 questions

Brand DNA & Codes

Do you measure the recall or effectiveness of your Brand Codes?

We don’t track brand recognition at all

We rely on anecdotal feedback only

Some awareness metrics, but limited testing

We conduct regular research on brand recall and associations

We have data-driven proof that our codes significantly boost recognition and distinctiveness

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1 out of 15 questions

Alignment & Experience

Is your customer experience aligned with your Brand DNA/positioning?

No, each touchpoint is inconsistent

Some alignment, but frequent gaps

The experience mostly reflects our positioning

Almost always consistent, with minor deviations

Fully delivers on our brand promise across all touchpoints

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1 out of 15 questions

Alignment & Experience

Do your sales and marketing teams use consistent Brand language at every stage?

No, there are major inconsistencies

Sometimes, but not always

Mostly consistent, with occasional mismatches

Aligned in most communications

Completely aligned—a unified brand voice from awareness to purchase

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1 out of 15 questions

Alignment & Experience

Have you fully mapped your customer journey, including key moments of truth?

No, we haven’t documented the journey

We have an informal map, but are missing key stages

A partial map exists, but it’s rarely updated

The journey is mapped; we track key touchpoints

Comprehensive journey mapping with ongoing optimisation of each ‘moment of truth’

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1 out of 15 questions

Alignment & Experience

How well-defined is your marketing and sales funnel, and do you track conversions at each stage?

We don’t have a structured funnel

We have a basic funnel, but don’t track each stage

We have a funnel with partial metrics

A well-defined funnel with key conversion points tracked

A custom funnel with robust conversion tracking and clear optimisation strategies