6-question brand assessment quiz

Two reasons. First, you're too close to it. Your brain filters out inconsistencies because you know what you meant to communicate. Customers don't have that context. They just see mixed signals, generic messaging, or promises that don't match reality. Most businesses make 5-7 of the 24 common branding mistakes without realizing it. Second,

Brand mistakes are invisible until it’s too late. Brand mistakes often stay hidden, and you can only notice their result. You don’t see customers walking away because they can’t figure out what you stand for. You just notice declining conversion rates, price sensitivity, and customer churn, without understanding why.

Brand mistakes compound over time. A marketing campaign fails; you lose some money and move on. But when your brand sends mixed signals, every customer interaction reinforces the confusion. The damage multiplies.

Even successful companies fall into these traps. Companies worth billions can lose massive brand value overnight when they make fundamental branding errors.

More than you think. Research shows inconsistent brands require 3-5x more marketing spend to achieve the same recognition as consistent competitors. Companies avoiding common branding mistakes see 20% higher profitability. One cultural branding mistake cost Dolce & Gabbana $400 million and the entire Chinese market in 24 hours. Your mistakes might not be that dramatic, but they're compounding daily: every confused customer who can't remember you, every prospect who chooses cheaper competitors because you haven't differentiated, every loyalty opportunity lost because your brand experience doesn't match your promises. A Brand and Marketing Audit can help you to find out what to fix and what to focus on for growth.

Marketing mistakes hurt campaigns. Brand mistakes hurt your entire business, and they compound over time. A failed marketing campaign costs you one round of ad spend. A branding mistake? That creates systematic failures across every customer interaction. When your brand positioning is unclear, every ad has to work twice as hard. When your brand personality is inconsistent, every touchpoint confuses customers. Brand mistakes are invisible until you notice declining conversion rates, price sensitivity, and customer churn without understanding why. That is the reason why many businesses ask for a detailed Brand and Marketing Audit.

If your business is truly doing fine and none of the 9 branding mistakes sound familiar, then you're right - you don't need this.

But here's what I've learned: fine is often the enemy of great. Most business owners think they're doing fine until they see what's possible with strategic branding.

Take the quiz. If everything comes back green and you're confident your brand is as strong as Nike's or Apple's emotional connection with customers, then keep doing what you're doing.

If any of those mistakes sound familiar, or if the quiz reveals gaps, you didn't know existed, then you know where to find me.

I hear this a lot. Usually, it's because you tried the pretty logo and nice colours approach instead of real brand building.

Most brand building focuses on visuals - new logo, brand colours, maybe a tagline. That's not brand building, that's graphic design. No wonder it didn't move the needle.

Real brand building is about psychology, emotion, and strategic positioning. It's the difference between having a pretty logo and having customers who choose you over cheaper competitors, pay premium prices, and recommend you to others.

The brands in my courses - Nike, Apple, Patagonia - they didn't succeed because of their logos. They succeeded because they built personalities, had a purpose, a differentiator people connect with, and had stories people believe in.