Brand Alignment Index

NEW SERVICE

Brand Alignment
Index

BAI is a brand assessment service designed to measure the alignment between a brand’s strategic goals and its current brand communication.

We have worked with 100+ companies across brand identity, web and marketing. Drawing on this experience, we identify the knowing–doing gap to help brands improve consistency and efficiency.

Why does it matter?

As brands grow, gaps can naturally emerge between strategy and execution.

A company’s target audience may change, its products may evolve, it may enter new markets, or its business model may transform.

Meanwhile, its brand identity, website, messaging or overall communication may not evolve at the same pace.

External teams, freelancers, in-house designers and AI tools may not always work in full alignment with the brand strategy.

These gaps can reduce brand value, affect investor relationships, make marketing efforts less efficient and negatively impact sales.
BAI aims to make this alignment measurable and comparable through a defined set of criteria.

How does it work?

The company completes a questionnaire designed to understand the brand’s current strategy and where it aims to be.
Time required: 30–45 min.

Key touchpoints of the current brand identity are reviewed, including the website, visual identity, presentations and social media.

Senior designers analyse how effectively the brand’s strategic direction is reflected in its current expression. Findings are scored, interpreted and prioritised.

Within 3 business days, you receive a report covering your Brand Alignment Index score and what it means, key findings and recommended actions.

Outputs

The Brand Alignment Index assessment provides brands with four solution-focused outputs:

Brand Alignment Index
Your overall alignment score and what it means.

Strategy × Expression Position
Which of the four core profiles your brand is closest to, and what this means for your brand.

Key Alignment Gaps
The most significant gaps between your strategy and current brand expression.

Recommended Actions
Priority actions to improve your brand alignment.

Align your brand.
Increase its value.

If you’re unsure whether your brand reflects the value of your business

If you’re looking to attract investors

If you’re planning to enter new markets

If your design and brand communication are handled in-house

or

If you use AI for branding, presentations or marketing

Brand Alignment
Index

Why does it matter?

As brands grow, gaps can naturally emerge between strategy and execution.

A company’s target audience may change, its products may evolve, it may enter new markets, or its business model may transform.

Meanwhile, its brand identity, website, messaging or overall communication may not evolve at the same pace.

External teams, freelancers, in-house designers and AI tools may not always work in full alignment with the brand strategy.

These gaps can reduce brand value, affect investor relationships, make marketing efforts less efficient and negatively impact sales.
BAI aims to make this alignment measurable and comparable through a defined set of criteria.

How does it work?

The company completes a questionnaire designed to understand the brand’s current strategy and where it aims to be.
Time required: 30–45 min.

Key touchpoints of the current brand identity are reviewed, including the website, visual identity, presentations and social media.

Senior designers analyse how effectively the brand’s strategic direction is reflected in its current expression. Findings are scored, interpreted and prioritised.

Within 3 business days, you receive a report covering your Brand Alignment Index score and what it means, key findings and recommended actions.

Outputs

The Brand Alignment Index assessment provides brands with four solution-focused outputs:

Brand Alignment Index
Your overall alignment score and what it means.

Strategy × Expression Position
Which of the four core profiles your brand is closest to, and what this means for your brand.

Key Alignment Gaps
The most significant gaps between your strategy and current brand expression.

Recommended Actions
Priority actions to improve your brand alignment.

Align your brand.
Increase its value.

or

Brand Alignment Index is designed for you.

Get in touch

Why does it matter?

As brands grow, gaps can naturally emerge between strategy and execution.

A company’s target audience may change, its products may evolve, it may enter new markets, or its business model may transform.

Meanwhile, its brand identity, website, messaging or overall communication may not evolve at the same pace.

External teams, freelancers, in-house designers and AI tools may not always work in full alignment with the brand strategy.

These gaps can reduce brand value, affect investor relationships, make marketing efforts less efficient and negatively impact sales. BAI aims to make this alignment measurable and comparable through a defined set of criteria.

How does it work?

The company completes a questionnaire designed to understand the brand’s current strategy and where it aims to be. Time required: 30–45 min.

Key touchpoints of the current brand identity are reviewed, including the website, visual identity, presentations and social media.

Senior designers analyse how effectively the brand’s strategic direction is reflected in its current expression. Findings are scored, interpreted and prioritised.

Within 3 business days, you receive a report covering your Brand Alignment Index score and what it means, key findings and recommended actions.

Outputs

The Brand Alignment Index assessment provides brands with four solution-focused outputs:

Brand Alignment Index Your overall alignment score and what it means.

Strategy × Expression Position Which of the four core profiles your brand is closest to, and what this means for your brand.

Key Alignment Gaps The most significant gaps between your strategy and current brand expression.

Recommended Actions Priority actions to improve your brand alignment.

Align your brand. Increase its value.

or

Brand Alignment Index is designed for you.

Get in touch

Brand Alignment
Index

These gaps can reduce brand value, affect investor relationships, make marketing efforts less efficient and negatively impact sales.
BAI aims to make this alignment measurable and comparable through a defined set of criteria.

The company completes a questionnaire designed to understand the brand’s current strategy and where it aims to be.
Time required: 30–45 min.

Brand Alignment Index
Your overall alignment score and what it means.

Strategy × Expression Position
Which of the four core profiles your brand is closest to, and what this means for your brand.

Key Alignment Gaps
The most significant gaps between your strategy and current brand expression.

Recommended Actions
Priority actions to improve your brand alignment.

Align your brand.
Increase its value.