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Brand Clarity Report

Measuring your brand's impact.

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

Brand Assets

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

Language

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

Website

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

Mobile

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

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

Digital Marketing

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

Share of Search

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

To Summarise

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

Operational Details

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)

See Your Brand Clearly

Reach out for a report that identifies gaps, opportunities, and a path forward.

All fields are required.

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01

Total Brand Review

The flagship service—delivering a brand that’s fully optimised for the wider business strategy.
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02

Foundations

Creating the brand’s building blocks: Vision, Mission and Values which underpin every strategic decision the business makes.
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03

Brand Architecture & Naming

Defining the structural relationships and naming conventions between brands, products and services.
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04

Product Positioning

Creating clarity around the value a product or service brand delivers for its customers.
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05

Creative Brand Expression

Bringing things to life—delivering language and graphic platforms as distinctive brand assets.
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Brand Clarity Report

A tracking report that helps marketers understand how their brand performs against a competitive set.

Want a deeper dive into all things brand?
Check out our Good Brand Podcast here.

Podcast | 14th Aug 2025

Why Brand Gets Left Behind in B2B - Lessons from Our Survey

In this episode of the Good Brand Podcast, we unpack the findings from our latest B2B brand survey — and they’re telling. While most businesses invest in defining their brand, too often the strategy gets shelved after launch. Brand is left to play second fiddle to product marketing, rarely given the space or investment to shape business decisions. We discuss why belief in brand fades so quickly, why true brand campaigns are almost non-existent in B2B, and how better measurement,  from quick wins to long-term impact, can help brand earn its place at the top table.Take a look at our article, You Don’t Have a Brand Problem. You Have a Brand Belief Problem.Have a look at our results.