Does your brand have soul?

Quiz Questions

• 1.
  Which sounds most like your brand when you communicate?

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  • A.
    Clear and professional - we want to make sure we always sound credible
  • B.
    Friendly and approachable, but our tone can change depending on who's writing or what platform we're on
  • C.
    Distinctly us - you could probably recognise something we've written without seeing our name
  • D.
    Warm and human - we try to sound like real people rather than a brand
• 2.
  Be honest: if you stopped promoting your products or services for a month, would you still have anything interesting to say?

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  • A.
    Probably, but we'd have to think pretty hard about what to post
  • B.
    Not really - most of our content exists to promote something
  • C.
    Absolutely - we have stories, ideas and conversations our audience would still care about
  • D.
    Yes, we'd share more from behind the scenes - our team, customers and the people behind the brand
• 3.
  If a customer asked why they should choose you over another business offering something similar, what would you say?

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  • A.
    We understand a particular problem or audience really well and have built what we do around them
  • B.
    We have a clear point of view about how things should be done differently, and you can see it throughout the business
  • C.
    We offer a really strong product or service and have the results and reviews to back it up
  • D.
    We'd list our most popular services or features
• 4.
  A customer has a problem that technically isn't your fault. What are you most likely to do?

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  • A.
    Take ownership in helping them fix things, even if we're not at fault
  • B.
    Help point them towards the right solution
  • C.
    Follow our usual process - consistency matters when handling customer issues
  • D.
    Politely explain that it's outside our responsibility
• 5.
  Which best describes the story behind why your business exists?

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  • A.
    There's a very human story behind it - a problem, experience or belief that still shapes what we do today
  • B.
    We saw an opportunity in the market and knew we could build a strong business around it
  • C.
    We wanted to make an existing product, service or experience significantly better
  • D.
    There was a clear problem we wanted to solve for a particular group of people
• 6.
  When you're making a big decision for the business, what usually wins?

  • A.
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    It depends on the situation - we don't really have a consistent way of deciding
  • B.
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    Whatever feels most aligned with our values, people and long-term direction
  • C.
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    A mix of data, instinct and what we know about our customers
  • D.
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    The option most likely to deliver the strongest commercial result
• 7.
  Something goes wrong and customers notice. What happens next?

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  • A.
    We respond once we've agreed the right message internally and know exactly what we can commit to
  • B.
    We completely own what happened, make it right and use it as a chance to improve how we do things going forward
  • C.
    We speak to those who were affected, rather than drawing more attention to it publicly
  • D.
    We quickly apologise and tell customers we're handling it
• 8.
  If we asked the people on your team what your brand stands for, what would happen?

  • A.
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    You'd probably get fairly different answers
  • B.
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    They'd give broadly the same answer - our key messages and values are well understood across the team
  • C.
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    They'd know our mission and values, but might struggle to explain what makes us different
  • D.
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    They'd each explain it in their own way, using real examples of what it means in their work
• 9.
  Which best describes the relationship you want with the people who buy from you?

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  • A.
    We want them to trust us, have a great experience and come back
  • B.
    We want them to feel like they're part of what we're building - their ideas, experiences and stories really matter to us
  • C.
    We want to understand them well enough to solve real problems and make their lives better
  • D.
    We want to turn as many people as possible into customers
• 10.
  You really need a win, and a huge opportunity comes along, but it doesn't quite align with your brand values. What do you do?

  • A.
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    Look for a way to make it work without compromising what we stand for
  • B.
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    Weigh up the opportunity and decide whether the compromise feels worth it
  • C.
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    Walk away if we can't find a way to make it align with our values
  • D.
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    Take it. Sometimes you have to make the commercially sensible decision

Quiz Outcomes

• 1.
  UH-OH, YOU'RE A CORPORATE ROBOT 🤖

  Your brand could use a little more humanity.You've got a lot of the business stuff down: what you sell, how you sell it and what needs to happen commercially.But somewhere along the way, the people, personality and story may have become harder to see.Your content might explain what you do perfectly well without giving people much to remember, relate to, or care about.The good news? There's probably more soul inside your business than your brand is currently showing.Your next move: Start with peopleWho are you really here for?Why did your business need to exist?What do your customers care most about? What's in it for them?What would you still have to say if you weren't selling anything?Those answers are a much better place to start building a memorable brand than another set of corporate values.Not sure how to answer those questions?Don't panic. A 30-minute Brand Clarity Session is a good place to start. We'll take an honest look at what's working and what you can change to make your brand feel more distinctive and memorable.
• 2.
  SOULLESS BUT SALVAGEABLE 🫣

  There's more soul in there than you're currently showing.Right now, your brand may be doing the functional stuff well - selling, communicating what you offer, serving customers - but you're not giving people enough reasons to feel connected to you.That doesn't mean your business is entirely soulless. Rather, some of your most interesting stories aren't visible in the brand yet.Your customers are more likely to remember your origin story, the people behind your brand, your point of view, and the reason you do things the way you do.Are you sharing enough of that?It might seem mundane to you, but it’s fascinating to your audience.Your next move: Go story miningTalk to your team, customers (or yourself, if you're the founder/CEO).Ask the questions you wouldn't normally askLook beyond the polished company narrativePay attention to the stories people naturally tell when explaining why they were drawn to your businessYour richest stories already exist. You just need to dig deeper to find them.Not sure what to fix first?Before you start changing everything, let's work out what's actually missing.In a 30-minute Brand Clarity Session, we'll take an honest look at your brand, show you what's working (and what isn't), and help you identify where to focus first.
• 3.
  SOULFUL BUT STUCK 🌱

  The soul is there. It just needs to come through more clearly.There are strong foundations underneath your brand: you care about people, have something meaningful to offer and probably know what you stand for.But there may be a gap between who you are internally and what people experience externally.Perhaps your messaging doesn't quite capture what makes you different, your content could sound more like you, or different people across the business are telling slightly different versions of the story.Your next move: Get your story straightStart with three questions:What’s the hill we’re willing to live on?What’s the story only we can tell?What do we want people to remember about us?The clearer those answers become, the easier everything else gets; from positioning and messaging to content and social.Need help answering those questions?You don't need to start from scratch. Bring your big questions, half-formed ideas or the challenge you’ve been sitting with to a 60-minute Brand Strategy Session. We’ll work through your positioning, messaging and story, so you leave with clarity and a plan that's ready to execute.
• 4.
  CERTIFIED BRAND WITH SOUL 💛

  You've got soul!Your brand has more than a product, service or polished identity. There's a clear sense of who you are, what you care about and the people you serve, and it shows in how you communicate and behave.You understand that people connect with people, not faceless businesses. Your job now is to make sure the stories that make your brand special aren't staying hidden.Your next move: Seek the unexpectedThe strongest brands keep finding new ways to tell the rich stories already living inside their business, team and community.Look beyond the obvious company updates and product posts.What are your people talking about?What do your customers teach you?What stories, opinions and ideas could only come from your brand?What new content format could you try?Think of ways to diversify your messengers too. Sometimes, the CEO can sit one out, and a junior team member can take the mic instead.Your best stories already exist. Think of unexpected ways to tell them.Want to take things further?Your foundations are strong, but there's always room to stand out.In a 60-minute Brand Strategy Session, we'll identify where your biggest storytelling opportunities are, what deserves more attention, and how to find ideas that'll actually cut through.