How does your brand stack up against the competition? Our Clarity Report analyses how effectively your brand communicates and connects with your audience. It’s a clear, actionable snapshot that helps you focus on building value where it matters most.
Here are the seven categories:
Stage 01
We’re looking at how consistent the brand is across channels, if the assets are distinctive, if the brand achieves a certain level of standout. We’re also looking to make sure that the brand architecture makes sense. Does the brand remove or add friction to the customer process?
Stage 02
Sure, language is a brand asset, but another mantra here at Good is that a brand starts with language. It humanises the brand and sets the tone of all interactions. We feel it needs to be pulled out and measured separately. We’re looking to see if the brand has a clear tone of voice and is consistent across and throughout all channels.
Stage 03
For each category, we’ll look to review what the hygiene factors are for the category. Is it a specific account login function, is it a general buyer guide? How useful are you in the customer journey? We measure the website's effectiveness, making sure it offers a solid experience for the customer, rooted back to its brand.
Stage 04
We pulled mobile into a separate category from the website. Too often, we’ve seen sites signed off from the 75” TV in the boardroom with mobile taking second place as it’s “a wee bit boring”. Mobile is where your customers live. We’ve measured the brand experience and the level of mobile optimisation done on the site.
Stage 05
Social media: the land of the big numbers. Big follower numbers. Big likes. Big wows? We want to see if a social media account set up as a brand experience outperforms the feeling of a more generic account.
Stage 06
Good assets, good language, great site. But people must know that you exist for them to buy from you. What are you putting behind the brand to get it out there?
Stage 07
Where the rubber hits the road. A lot has been talked about Share of Search and its usefulness in the age of modern marketing. We like it as a metric. If you’re doing well with the other categories, then you’ll want customers to find you. Share of search helps you see if the brand work you’re doing is paying off.
In Brief
All of this provides a benchmark for your brand against your competition. From there you can understand where you are performing well and, more importantly, what areas of your brand activity you need to review.
The Nitty Gritty
Timing
Allow 6 weeks from commission.
Deliverable
A full PDF document that scores you across all areas as well as the category average.
Participation Requirements
CMO / Global Marketing Managers who can agree on competitive set.
Location
Remote.
Cost
Set price of £20K ($30K)
Reach out for a report that identifies gaps, opportunities, and a path forward.
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