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STRATEGIC ASSESSMENT

Assets Under Brand-agement: Your Brand Report Card

Your Brand is Your Firm’s Most Valuable Asset.
It’s who you are and how you show up through the promises you make and keep. Every interaction—from your website to emails, meetings, documents, and conversations—is a chance to build trust, showcase your unique value, and leave a lasting impression.

Take the quiz to see where you shine—and where you can better align to show up with clarity, consistency, and client-winning trust. 

In under 10 minutes, your Brand Report Card will highlight what’s working, reveal what’s holding you back, and give you a clear action plan to make your brand shine brighter, build trust faster, and drive lasting growth.

Here's How It Works:

  • Answer 20 questions about your brand’s clarity, consistency, and resonance
  • Instantly see how your brand stacks up across 4 essential categories
  • Get tailored insights, next steps, and expert-backed explanations to sharpen your edge

Brand Foundation & Strategic Positioning

Do you have a clearly defined niche that guides who you serve and has been validated to ensure there’s demand for your services?

Select an option
You have a highly specific niche, fully defined by client type, needs, and challenges, and you’ve validated strong demand for your services.
You’ve chosen a niche, but it could be more specific or better tested against your market.
Your focus is somewhat broad; you’re still trying to serve multiple types of clients.
You have a general idea of who you want to work with, but it’s vague and not fully defined.
You don’t have a defined niche; you’re open to serving anyone who shows interest.

Have you identified your “perfect-fit” client, their goals, what problems they are trying to solve, where to “find” them, and how they like to communicate?

Select an option
You can clearly picture your ideal clients: goals, challenges, and even how they tend to make decisions.
You understand your clients well, but a few details still need to be added.
You know the basics (like age or income), but not much beyond that.
You have only a general idea of the type of clients you serve.
You don’t have a defined picture of your ideal client yet.

Do you have a mission statement that shares why your firm exists?

Select an option
Your mission is clear, compelling, and speaks directly to your ideal clients, while also setting you apart from other advisors.
Your mission is solid, but it could connect more emotionally or highlight what makes you unique.
Your mission works, but it’s pretty generic; it could fit almost any advisor.
Your mission isn’t very clear and may be confusing to clients.
You don’t have a defined mission beyond “I do financial planning.”

Is your brand promise articulated in a clear, simple, understandable way that anyone interacting with you knows exactly what they can count on you to deliver every single time?

Select an option
Your brand promise is crystal clear, consistently delivered, and fully aligned—what you promise is what you deliver every time. Anyone interacting with you can easily understand and describe it.
Your brand promise exists and mostly guides interactions, but a few touchpoints could better reflect it or delivery isn’t perfectly consistent.
A general promise exists, but it’s not consistently communicated or reinforced across interactions.
You have a vague idea of your promise, but it’s not documented, clearly articulated, or consistently delivered.
You don’t have a defined brand promise yet; this is a key opportunity to create one that guides your brand and client experience.

Do you have a short list of core values (3–5) that guide your decisions and shape your clients’ experience?

Select an option
You have clear, authentic core values that guide your decisions and shape the way clients experience your firm.
You’ve defined solid values, but they aren’t fully woven into how you run your business.
Your values sound nice, but they’re pretty generic and don’t really set you apart.
Your values aren’t very clear or don’t feel connected to how you actually work.
You haven’t defined your core values yet.

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Brand Expression & Communication

Does your logo, colors, and overall look feel consistent and reflect your firm’s personality?

Select an option
Your visuals are polished and cohesive, clearly showing your firm’s personality.
Your visuals are strong, with just a few small areas that could feel more consistent.
Your visuals are okay, but they could be more professional or cohesive across materials.
Some materials feel inconsistent or out-of-date; there’s room for improvement.
Your visual identity isn’t fully defined yet, giving you a great chance to start fresh.

Does your messaging and tone feel consistent across emails, social media, and other communications?

Select an option
Your messaging is distinctive, consistent, and resonates with clients.
Messaging is solid, with small opportunities to make it feel more consistent.
Messaging works, but could be clearer or more aligned with your brand.
Messaging sometimes feels inconsistent or unclear, worth revisiting.
Your brand voice isn’t fully defined yet, which gives you a chance to shape it from the ground up.

Do you share content (like blogs, posts, or videos) that shows your expertise and tells people what makes your firm unique?

Select an option
Your content consistently shares your story and demonstrates your expertise.
Content is strong, though there are a few opportunities to make it even more strategic.
Content is basic and could better reflect your brand story.
Content is inconsistent or underdeveloped; there’s room to make it shine.
You don’t have a content approach yet; this is a great opportunity to start building your story.

Does your website clearly reflect your brand in a simple, easy-to-understand way, guide visitors to the information they want when they want it, and provide clear opportunities for potential clients to take the next step?

Select an option
Your website fully communicates your brand, delivers a seamless user experience, and guides visitors effortlessly to take action.
Your website generally reflects your brand, but a few areas could better highlight your promise or improve user experience.
Website meets basic needs, but some pages focus more on features or information than on communicating your brand promise and value.
Website is inconsistent or confusing; some sections feel like “word salad,” or emphasize features over what they can trust you will deliver.
Website needs major updates or isn’t fully in place; it doesn’t clearly communicate your brand or provide a seamless experience for visitors.

Do your materials like business cards, client guides, and social media or email templates, build authority, consistently reflect your brand, and foster trust across every touchpoint?

Select an option
All materials build authority, are fully consistent with your brand, and reinforce trust across every touchpoint.
Most materials build authority and are consistent, with a few minor gaps; strengthening these would further enhance trust.
Materials somewhat build authority, but several feel generic or unpolished, and don’t fully communicate your brand promise or foster trust.
Some materials are inconsistent or confusing; they may emphasize features over your brand promise, leaving trust-building opportunities untapped.
Materials are largely unaligned or unpolished; this is a prime opportunity to standardize, build authority, and create a cohesive, trust-inspiring brand experience.

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Brand Experience & Client Journey

From the first time someone learns about your firm to years of working together, does their experience match what your brand promises?

Select an option
You’ve mapped every stage of the client journey, from prospect to advocate, and intentionally infused your brand values, voice, and experience into each touchpoint. Your brand walks the talk at every step.
Most key touchpoints are mapped, and your brand shows up consistently in many areas, though a few gaps or inconsistencies remain in experience delivery.
You understand the concept and have loosely identified major stages, but there’s little intentional alignment between journey stages and your brand promise.
Only a few client touchpoints have been considered, and brand delivery is inconsistent or reactive rather than intentional.
There is no structured view of the client journey, and brand experience varies widely or is absent altogether.

When someone first meets you or visits your website, do they quickly understand what you do and what makes you unique?

Select an option
Your first impressions clearly communicate your value and what makes you unique.
First impressions are solid, though a few tweaks could make them stronger.
First impressions are okay, but don’t fully convey your brand or differentiation.
First impressions are a bit unclear or inconsistent; there is an opportunity to make them more compelling.
First impressions aren’t fully defined yet; this is a chance to make them memorable.

Does your process for bringing on new clients make them feel confident in your skills and reflect your brand values?

Select an option
Onboarding consistently reinforces your brand and makes clients feel confident in your expertise.
Onboarding is strong, with minor areas that could feel more aligned with your brand.
Onboarding works, but there are missed opportunities to reinforce your brand.
Onboarding is inconsistent or confusing; some updates could improve the client experience.
No structured onboarding yet, this is a great place to start creating a welcoming experience.

Do all your interactions with clients reflect your values and maintain a professional, consistent experience?

Select an option
Every client interaction consistently reflects your values and reinforces your brand.
Service is strong and mostly consistent, with a few small gaps.
Service meets basic expectations but doesn’t fully showcase your brand.
Service is inconsistent; some areas could benefit from more structure or clarity.
Service delivery isn’t fully aligned with your brand yet; plenty of opportunity to improve.

Do you regularly ask clients for feedback and use it to make their experience even better?

Select an option
You actively collect feedback and use it to improve your brand, generating strong testimonials and referrals.
Feedback collection is good, with minor areas for improvement.
Feedback is collected occasionally, but could be used more strategically.
Feedback collection is inconsistent; opportunity to make it more systematic.
There is no structured feedback process yet, so this is a great chance to start learning from clients.

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Brand Growth & Scalability

Do you track and measure your brand’s effectiveness against clear KPIs—like surveying whether others perceive your brand as you intend, understand your brand promise, and can easily describe it?

Select an option
You track brand performance consistently and have clear KPIs showing that your brand promise is understood, repeatable, and resonates as intended.
Measurement is solid, with most KPIs defined, though a few could be added or refined.
Some tracking exists, but insights are limited or inconsistent.
Measurement is minimal, ad hoc, or unstructured.
You don’t have a system in place yet; this is a prime opportunity to start defining KPIs and measuring brand impact.

Does your brand make it easy for clients, partners, or others to understand, describe, and champion your services, generating referrals or partnership opportunities?

Select an option
Your brand consistently drives new clients through referrals and partnerships, with a clear, easily communicated promise.
Referral generation works well, though some processes or messaging could be optimized.
Some referrals occur, but the system is inconsistent or relies on ad hoc efforts.
Referrals are limited; a more intentional approach is needed.
No structured referral system exists yet; this is a great place to start creating one.

Does everyone on your team know your brand and consistently represent it in their work?

Select an option
Your team fully understands the brand and consistently delivers the brand promise.
Team alignment is strong, with minor gaps.
Team generally knows the brand but isn’t always consistent.
Team alignment is limited; some areas could benefit from training.
No team alignment yet; opportunity to get everyone on the same page.

Could your brand and processes handle doubling or tripling your business without lowering quality or consistency?

Select an option
Systems are fully scalable and documented, ready to support growth.
Systems are mostly scalable, with a few improvements needed.
Basic systems exist but may struggle to handle rapid growth.
Scalability is limited; growth could expose gaps.
Scalability hasn’t been considered yet; this is a great opportunity to start planning.

As your firm grows, will your brand continue to stand out and stay true to what makes you unique?

Select an option
Your brand stands out clearly and is positioned to stay unique as you grow.
Differentiation is strong, with minor areas to strengthen.
Your brand has some unique elements, but sustainability may be limited.
Brand positioning is weak or easily replicated; there’s room to reinforce uniqueness.
No clear competitive advantage yet; opportunity to define what makes your firm special.

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Please select an answer