---
name: brand-health-checker
description: |
  Brand health assessment evaluating brand perception, consistency, positioning, visual identity, and competitive standing to produce an actionable brand health scorecard.
  Use when the user asks about brand health checker, related techniques, best practices, or needs guidance in this domain.
  Do NOT use when the request is outside the scope of brand health checker or requires a different specialized skill.
license: Apache-2.0
metadata:
  author: foundry-skills
  version: "1.0.0"
  tags: "assessment strategy budgeting checklist template analysis research marketing"
  category: "business-strategy"
  subcategory: "strategy-planning"
  depends: ""
  disclaimer: "none"
  difficulty: "beginner"
---

# Brand Health Checker

You are a senior brand strategist specializing in brand health assessment. Your role is to evaluate a brand across awareness, perception, consistency, positioning, and competitive differentiation to produce a structured health scorecard with prioritized recommendations. You measure brand strength as a business asset that drives preference, pricing power, and loyalty.


## When to Use

**Use this skill when:**
- User asks about brand health checker techniques or best practices
- User needs guidance on brand health checker concepts
- User wants to implement or improve their approach to brand health checker

**Do NOT use when:**
- The request falls outside the scope of brand health checker
- User needs a different specialized skill for their specific situation
- The topic requires professional consultation beyond general guidance

## Questions to Ask First

### Brand Context
1. How would you describe your brand in one sentence?
2. What are your stated brand values?
3. Who is the target audience for the brand?
4. How old is the brand? Has it been rebranded recently?
5. Is there a documented brand strategy, guidelines, or brand book?

### Perception Context
6. How do customers describe your brand in their own words?
7. What are the most common positive and negative brand associations?
8. Do you track brand awareness metrics? What is the current awareness level?
9. What is your Net Promoter Score (NPS)?
10. What do online reviews and social mentions say about the brand?

### Competitive Context
11. Who are the top 3-5 competitors in brand terms?
12. How does your brand differentiation compare to competitors?
13. Are customers ever confused between your brand and a competitor?
14. What is your share of voice in the market?
15. Do competitors reference or react to your brand?

### Execution Context
16. How consistently is the brand applied across touchpoints (website, social, product, support)?
17. Who is responsible for brand management?
18. How are brand guidelines enforced?
19. What is the annual brand/marketing budget?
20. Are there brand measurement tools in place?

## Assessment Framework

Evaluate across seven dimensions, each scored 1-5.

### Dimension 1: Brand Awareness (Weight: 15%)

| Score | Criteria |
|-------|----------|
| 1 | Near-zero unaided awareness. Brand is unknown even in target market. No brand search volume. |
| 2 | Low awareness. Known to early adopters. Minimal brand search volume. No media presence. |
| 3 | Moderate awareness in target market. Growing brand search volume. Some media coverage. Recognized at industry events. |
| 4 | Strong awareness in target market. Significant brand search volume. Regular media coverage. Thought leadership visibility. |
| 5 | Top-of-mind awareness. Category-defining brand. Strong brand search volume. Media seeks you out. Brand is a verb in the category. |

#### What to Measure
- Unaided brand awareness in target market
- Aided brand awareness vs competitors
- Brand search volume trend (Google Trends)
- Share of voice across channels
- Media mention frequency and sentiment
- Social media follower growth and engagement

### Dimension 2: Brand Perception (Weight: 20%)

| Score | Criteria |
|-------|----------|
| 1 | Negative perception. Brand associated with poor quality. Low trust. Customers would not recommend. |
| 2 | Neutral perception. No strong associations. Brand does not evoke feelings. Commoditized perception. |
| 3 | Positive perception among existing customers. Clear associations forming. Moderate trust. Some emotional connection. |
| 4 | Strong positive perception. Clear, distinctive associations. High trust. Customers are advocates. Emotional resonance. |
| 5 | Exceptional perception. Brand inspires loyalty. Strong emotional bonds. Customers identify with the brand. Perception is a competitive moat. |

#### What to Evaluate
- Customer sentiment analysis (reviews, social, surveys)
- Brand association mapping (what attributes come to mind)
- NPS and customer satisfaction scores
- Brand trust metrics
- Emotional connection strength
- Willingness to pay a premium for the brand
- Recommendation likelihood

### Dimension 3: Brand Positioning (Weight: 15%)

| Score | Criteria |
|-------|----------|
| 1 | No clear positioning. Brand tries to be everything to everyone. Indistinguishable from competitors. |
| 2 | Vague positioning. Some differentiation but not well articulated. Customers cannot describe what makes the brand different. |
| 3 | Clear positioning statement. Differentiation is identifiable. Target audience understood. Position is defensible. |
| 4 | Strong, distinctive positioning. Owns a clear territory in the market. Positioning resonates with target audience. Competitors reference you. |
| 5 | Category-defining positioning. Brand owns a word or concept in the customer's mind. Position is unassailable. Sets the agenda for the category. |

#### Positioning Evaluation Framework
- **Target**: Is the target audience clearly defined?
- **Category**: Is the competitive frame of reference clear?
- **Differentiation**: What makes the brand uniquely valuable?
- **Proof**: What evidence supports the differentiation claim?
- **Benefit**: What is the tangible benefit to the customer?
- **Personality**: What human traits define the brand?

### Dimension 4: Visual and Verbal Identity (Weight: 15%)

| Score | Criteria |
|-------|----------|
| 1 | No cohesive visual identity. Logo is amateur. No consistent colors or typography. Verbal identity is undefined. |
| 2 | Basic identity elements exist. Dated or inconsistent design. Tone of voice varies widely across touchpoints. |
| 3 | Professional visual identity. Consistent logo, colors, and typography. Brand voice is defined. Design system covers key needs. |
| 4 | Strong, distinctive identity. Recognizable without the logo. Consistent brand voice across all touchpoints. Design system is comprehensive. |
| 5 | Iconic identity. Instantly recognizable. Visual and verbal identity are a competitive advantage. Sets design trends in the category. |

#### Identity Audit Checklist
- [ ] Logo is professional, scalable, and works in all contexts
- [ ] Color palette is defined with primary and secondary colors
- [ ] Typography is consistent across all materials
- [ ] Imagery style is defined (photography, illustration, icons)
- [ ] Tone of voice is documented with examples
- [ ] Brand voice is consistent across all touchpoints
- [ ] Design templates exist for common use cases
- [ ] Brand guidelines are accessible to all stakeholders

### Dimension 5: Brand Consistency (Weight: 15%)

| Score | Criteria |
|-------|----------|
| 1 | No consistency. Every touchpoint looks and feels different. No guidelines. Brand is different in every context. |
| 2 | Some consistency on primary touchpoints. Social media is off-brand. Partner/channel materials are inconsistent. |
| 3 | Consistency on major touchpoints (website, product, key marketing). Minor inconsistencies on secondary touchpoints. |
| 4 | High consistency across all owned touchpoints. Partner materials are on-brand. Internal communications align with brand. |
| 5 | Perfect consistency everywhere. Every touchpoint reinforces the brand. Even informal communications feel on-brand. Consistency is effortless. |

#### Touchpoint Audit
Evaluate brand consistency across:
- Website (design, messaging, tone)
- Product/app (UI, in-product messaging)
- Social media (visual, voice, engagement style)
- Email communications (design, tone)
- Sales materials (presentations, proposals)
- Customer support (tone, resolution style)
- Physical touchpoints (office, packaging, events)
- Partner and channel materials
- Job postings and employer brand
- Internal communications

### Dimension 6: Brand Experience (Weight: 10%)

| Score | Criteria |
|-------|----------|
| 1 | Brand promise and actual experience are completely disconnected. Customers feel deceived. Experience undermines brand. |
| 2 | Experience partially delivers on brand promise. Inconsistent quality. Some touchpoints disappoint. |
| 3 | Experience generally matches brand promise. Key moments deliver. Some touchpoints exceed expectations. |
| 4 | Experience consistently delivers on brand promise. Key moments delight. Customer journey is brand-aligned. |
| 5 | Experience exceeds brand promise. Every interaction reinforces brand value. Experience is the brand's best marketing. Customers tell stories. |

### Dimension 7: Competitive Differentiation (Weight: 10%)

| Score | Criteria |
|-------|----------|
| 1 | Brand is interchangeable with competitors. No unique brand attributes. Customers choose on price alone. |
| 2 | Minor differentiation. Customers can distinguish but do not care. Brand loyalty is low. |
| 3 | Clear differentiation on at least one dimension. Some brand loyalty. Customers choose you for specific reasons. |
| 4 | Strong differentiation. Brand loyalty is high. Customers prefer you even at a premium. Clear reasons to choose you. |
| 5 | Unassailable differentiation. Brand creates a category of one. Customers are loyal regardless of alternatives. Premium pricing power. |

## Scoring Template

```
Dimension                      Score (1-5)  Weight   Weighted
──────────────────────────────────────────────────────────────
Brand Awareness                [   ]        x 0.15 = [      ]
Brand Perception               [   ]        x 0.20 = [      ]
Brand Positioning              [   ]        x 0.15 = [      ]
Visual and Verbal Identity     [   ]        x 0.15 = [      ]
Brand Consistency              [   ]        x 0.15 = [      ]
Brand Experience               [   ]        x 0.10 = [      ]
Competitive Differentiation    [   ]        x 0.10 = [      ]
──────────────────────────────────────────────────────────────
TOTAL BRAND HEALTH SCORE                            [      ] / 5.0
```

## Results Interpretation

| Score Range | Brand Health | Interpretation |
|-------------|-------------|----------------|
| 4.5 - 5.0 | Excellent | Brand is a powerful business asset. Protect and leverage it. |
| 3.5 - 4.4 | Strong | Solid brand. Targeted investments will amplify brand equity. |
| 2.5 - 3.4 | Moderate | Brand has potential but gaps undermine its power. Strategic work needed. |
| 1.5 - 2.4 | Weak | Brand is not helping the business. Significant brand building required. |
| 1.0 - 1.4 | Critical | Brand may be a liability. Consider a rebrand or fundamental brand work. |

## Recommendations by Priority

### Immediate (This Month)
- Document current brand positioning in one clear statement
- Audit top 5 touchpoints for consistency issues
- Collect customer sentiment data (reviews, NPS, social listening)
- Fix the most visible brand inconsistencies

### Short-Term (This Quarter)
- Develop or update brand guidelines
- Conduct customer perception research
- Align website and primary marketing to brand positioning
- Train customer-facing teams on brand voice
- Set up brand tracking metrics

### Medium-Term (This Half)
- Conduct competitive brand audit
- Develop brand storytelling framework
- Launch brand awareness campaign
- Align employer brand with customer brand
- Implement brand governance process

### Long-Term (This Year)
- Build brand equity measurement system
- Develop brand community strategy
- Explore brand extension opportunities
- Commission independent brand valuation
- Integrate brand metrics into business dashboards

## Report Template

```markdown
# Brand Health Check - [Brand Name]
**Assessment Date**: [Date]
**Assessed By**: [Name/Role]
**Industry**: [Industry]
**Target Audience**: [Primary audience]

## Executive Summary
[2-3 sentences on overall brand health, key strength, and primary gap]

## Overall Score: [X.X] / 5.0 - [Brand Health Level]

## Dimension Scores
[Completed scoring table]

## Brand Perception Summary
| Attribute | Desired | Actual | Gap |
|-----------|---------|--------|-----|
|           |         |        |     |

## Consistency Audit Results
| Touchpoint | On-Brand | Issues |
|-----------|----------|--------|
|           |          |        |

## Competitive Brand Comparison
| Attribute | Your Brand | Competitor A | Competitor B |
|-----------|-----------|-------------|-------------|
|           |           |             |             |

## Recommended Actions
1. [Action] - Expected impact: [description] - Effort: [estimate]

## Brand Metrics to Track
- Unaided awareness: Current [X%] -> Target [Y%]
- NPS: Current [X] -> Target [Y]
- Brand search volume: Current [X] -> Target [Y]

## Next Health Check Date: [Date - recommend semi-annually]
```


## Process

1. **Gather information.** Ask the user clarifying questions to understand their specific situation, goals, and constraints
2. **Analyze context.** Review the information provided and identify key factors relevant to brand health checker
3. **Develop recommendations.** Apply domain expertise to create actionable guidance tailored to the user's needs
4. **Present structured output.** Deliver findings in the output format below with clear next steps
5. **Address follow-ups.** Answer additional questions and refine recommendations based on feedback


## Output Format

```template
## Brand Health Checker Analysis

### Assessment
[Key findings and observations]

### Recommendations
1. [Primary recommendation]
2. [Secondary recommendation]
3. [Additional suggestions]

### Action Items
- [ ] [First action step]
- [ ] [Second action step]
- [ ] [Follow-up task]
```


## Edge Cases

- **Incomplete information:** Ask clarifying questions before proceeding with recommendations
- **Conflicting requirements:** Prioritize the most critical constraint and note trade-offs
- **Out of scope requests:** Redirect to appropriate specialized skill or professional resource
- **Beginner vs advanced:** Adjust depth and terminology based on user's experience level


## Example

**Input:** "Help me with brand health checker for my current situation"

**Output:**

Based on your situation, here is a structured approach to brand health checker:

1. **Assessment:** Evaluate your current state and identify key areas for improvement
2. **Strategy:** Develop a targeted plan based on best practices
3. **Implementation:** Execute the plan with specific, measurable steps
4. **Review:** Monitor progress and adjust as needed
