The Brand Diagnostic · Audit and direction

Is your archetype actually working?

The quiz names your character. This is the audit that tells you whether your brand is living it, where you sit against the brands you named, and what it would take to own ground nobody else has.

$1,500

Book the diagnostic →

Presented live in ninety minutes. The written diagnostic lands five days ahead, so the session is spent arguing rather than catching up. Credited in full against an engagement started within ninety days.

Sample · bottled water

The positioning map

Your six competitors, placed by the character each one is playing. Each line runs from the archetype to its counterweight.

Contested Open, and viable Held outside your set Your position

Sample · bottled water

The same field, on the axes your board already uses

Sample · the verdict

Where that leaves you

Your laneInnocentHeld by three of six

DistinctNoThe category’s default claim

DefensibleNoPurity is table stakes, not a position

Your pairing and Volvic’s are identical. Innocent held against an Everyman counterweight, at a fraction of the distribution.

Every surface read the way a customer meets it. Website, social, employer brand, sales. A verdict on each, and the specific change to make.

Three slides from a diagnostic we presented. Sample category: bottled water.

How each surface comes back

Expressed

Clear, credible, and proportionate. The character shows up as itself.

Suppressed

Present in theory but hard to perceive. Generic, or drowned out by convention.

Distorted

Recognizable but warped. Exaggerated, contradictory, or captured by its shadow.

What gets reviewed

The position

Whether the ground you have staked is worth standing on. How distinct it is against the brands beside you, whether a customer could repeat it back, and whether you can actually defend it. A character played in a crowded lane is a character nobody notices.

This reads the position you have taken. Developing a new one is the engagement, not the audit.

Brand touchpoints

Whether the archetype is visible in the work, surface by surface. Most brands have decided who they are and stopped there. The decision lives in a deck while the website, the social, and the sales conversation all say something else.

What you get

The diagnosis. The character your brand is expressing right now, named and evidenced from your own material, not guessed at.
The gap. Where that differs from the archetype you believe you are, and what that difference is costing you.
The audit. Every public surface marked expressed, suppressed, or distorted: campaigns, web, social, offer, sales and service.
The direction. What to change on each surface to make the archetype real. Not principles, specifics: how it should read, look, and behave.
The order. Which surface to fix first, which to leave alone, and why that sequence and not another.
A ninety-minute session where we present all of it and you push back on it.

How it works

Pay. That reserves the slot and is the only admin involved.

Fill in the brief. Ten minutes. It is what we read against.

Book the session. The written audit lands before we present it, not during.

$1,500 Written audit back within five working days of the brief, then we present it. Credited in full against a brand engagement if you start one within ninety days.

Book the diagnostic →

Secure checkout via Stripe. You will land on the brief immediately after.

When not to buy this

You do not have an existing brand yet. There is no expression to read, so there is nothing to audit. Book a consult instead → and we will start with the position.
You want someone to agree with a decision already made. We will not be useful.
You want a new position developed. This audit reads the one you have. Building a new one is a separate engagement.
You need the answer this week. The audit takes five working days and we cap how many we take.