Brand System Pulse
Most organisations can commission a great brand. Few can operationalise one. Twelve questions on whether yours still holds when AI produces most of your client-facing material.
Answer the twelve questions below. Your stage shows as soon as the last one is answered. The full reading, domain by domain, opens on this page and arrives by email once you add your details.
Your brand system is
See the full reading
The stage of each of the seven domains, what the gaps are likely to be costing and where to start. It opens below, and a copy comes to you by email.
The seven domains
What the gaps are costing
Where I would start
Why consistency matters
A client cannot try a professional services firm before they buy. Every document they receive is evidence for or against what they expect. Consistency turns that material into recognition, and recognition is what puts a firm on the shortlist.
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95%
of the people receiving your material today are not buying. Companies change their principal law firm or bank roughly once every five years, so most of what you send is building a memory for a decision that comes later.
Ehrenberg-Bass Institute, the 95-5 rule -
32
percentage points faster revenue growth for companies in the top quartile of the McKinsey Design Index. The quartiles below the top showed little difference between them. The market paid only for design that stood out.
McKinsey, The Business Value of Design, 2018 -
90%
of business buyers choose a supplier that was already on their shortlist before the buying process began. A firm that is not known before the brief arrives is rarely the one chosen.
Bain & Company and Google, survey of 1,208 US business buyers, Harvard Business Review, 2022
Material that is easier to process is judged more favourably and as more truthful. A client who sees four versions of your firm has less reason to trust any of them.
Processing fluency research, cognitive psychologyWhat this reading cannot see
The diagnostic is the same seven domains with evidence behind them. Sixty minutes, live, asking for the last time each thing happened rather than what usually happens, with your own template open. A report follows within 24 hours, including where I would start on each domain. £950 plus VAT.