How strong is your brand?

Rate your brand across 10 essential traits of brand strength.

Strong brands aren’t built on guesswork. This quick self-assessment helps you measure how your brand is really performing so you can spot blind spots, align your team, and take the right next steps with clarity.

After each question you’ll get some responses with next steps to spark meaningful brand conversations with your team.

Rating scale reference

1:    Strongly disagree
2:    Disagree
3:    Somewhat disagree
4:    Neutral
5:    Somewhat agree

6:    Agree
7:    Strongly agree
8:    Extremely agree
9:    Exceptionally agree
10:  Completely agree

Questions

1. What customers truly desire

How well does your brand meet the emotional and functional needs of your customers?

2. Staying relevant

Is your brand aligned with current customer expectations, trends, and culture?

3. Pricing and perceived value

Does your pricing reflect the value customers believe your brand adds?

4. Proper positioning

Are your brand’s differentiators clear, credible, and desirable to customers?

5. Consistency over time

Has your brand consistently communicated its message and values?

6. Brand portfolio & hierarchy logic

Does your brand architecture avoid confusion and support growth?

7. Marketing activity

Do all your brand touchpoints (name, design, content, channels) work together effectively?

8. Management & team awareness

Do your internal teams have a deep, research-based understanding of what your brand means to customers?

9. Sustained & proper support

Is your brand consistently invested, especially during downturns?

10. Monitoring brand equity

Do you regularly assess brand health, perceptions, and performance?

Press the submit button to see your overall score

Overall Brand Summary

1–20: Brand in Distress

Time to hit pause. Your brand is likely underdelivering in multiple key areas. It may be time for a strategic reset redefining who you are, who you’re for, and why it matters.

How AmperBrand can help: We specialise in bringing clarity and structure to brands in flux. Let’s start fresh, with purpose.

Elevate your Brand

21–30: Unclear and Underperforming

Something’s missing. Your brand may be suffering from blurred positioning or inconsistent execution. There’s a disconnect that needs attention before growth is sustainable.

How AmperBrand can help: We’ll help you reconnect the dots; positioning, messaging, experience, so your brand speaks clearly and confidently again.

Elevate your Brand

31–50: Functional but Forgettable

You’re holding steady but not standing out. The fundamentals are there, but you’re likely blending in. This is the moment to shift from functional to memorable.

How AmperBrand can help: We guide brands like yours to define what makes them different—and bring that to life in ways that cut through.

Elevate your Brand

51–70: Performing, with Potential

You’ve built a decent foundation. Some strong elements are emerging, but others are underpowered. With focus, your brand could go from good to great.

How AmperBrand can help: We’ll partner with you to strengthen what’s working and refine what’s not, so your brand feels sharper, bolder, and more cohesive.

Elevate your Brand

71–90: Strong and Cohesive

Your brand is in a good place. You’ve invested in strategy and it’s paying off. The challenge now is maintaining momentum without losing clarity.

How AmperBrand can help: We’ll help you keep evolving without diluting what makes you great, whether through design, positioning, or innovation strategy.

Elevate your Brand

91–100: High-Performance Brand

You’re nailing it. Your brand is a strategic asset, clear, consistent, and delivering value. This is rare. The next chapter is about optimisation and intelligent risk.

How AmperBrand can help: We offer a fresh outside perspective to help high-performing brands stretch further, without losing their edge.

Elevate your Brand

The Brand Report Card

First published in the Harvard Business Review in 2000 by marketing professor Kevin Keller, The Brand Report Card identifies 10 characteristics shared by the world’s strongest brands. It offers a framework for managers to assess their brand’s performance and guide strategic decisions.

Keller explains that the report card can help pinpoint areas for improvement, highlight strengths, and reveal how a brand is truly configured. These characteristics form the backbone of any successful brand strategy—and improving them should be a top priority for every marketer.

Marketers who build strong brands use this tool to clarify, implement, and communicate their strategy, ensuring it stands up not only in the marketplace but also in the boardroom.