Most of the questions ahead don't have single right answers. The interesting ones are the ones where you hesitate — that hesitation is usually where the diagnostic insight lives.
Brand character · 1 of 7
What role does your brand play in your customer's life?
Not what you aspire to — what does your customer actually experience? Select what's most true, then a secondary if one genuinely applies.
Select your primary role. Click again to add a secondary. A gap between them is diagnostic data.
The Transformer
Your customer comes to you in one state and leaves in another. The before and after is the product.
The Authority
You resolve uncertainty. Customers return because they trust your read more than their own research.
The Challenger
You exist in opposition to something. Customers choose you partly because of what you're against.
The Companion
You're present during something that matters. The product is the relationship, not just the outcome.
The Discoverer
You surface something the customer didn't know they were missing. The discovery itself is part of the value.
The Simplifier
You eliminate friction. The value is how much easier, cleaner, or clearer the experience becomes.
The Signal
Customers use your brand to communicate something about themselves to others. Identity is the product.
The Guardian
You protect something your customer values — health, time, money, status, peace of mind.
The engine noticed something. If choosing between these felt genuinely difficult, that often signals a brand operating across multiple registers — which creates positioning ambiguity. The diagnostic will weight this.
Who you're for · 2 of 7
What is happening in your customer's life when they look for this?
Not demographics. What situation are they in? What have they already tried? What are they telling themselves when they hesitate to buy?
Competitive edge · 3 of 7
What does your brand stand for that it would defend publicly?
Not quality, community, or passion — those aren't defensible. The one thing that is structurally true about your brand and not about your competitors. If challenged, what holds up?
The engine flags when stated differentiation resembles category language rather than a structural fact. "We care more" and "we're different" are positioning claims — they require proof. If you wrote something that could also appear on a competitor's site, that's worth noting.
How you communicate · 4 of 7
How does your brand actually talk — and how do you want it to be perceived?
Select what's operationally true below, then what you want customers to experience. A gap between the two is one of the most common sources of positioning friction.
How you actually communicate right now
Warm & present — you show up, you acknowledge, you remember
Direct & economical — short sentences, no padding, no hedging
Witty & pointed — humor with an edge, personality over polish
Expert & precise — signals depth through specificity, not volume
Elevated & considered — every word is deliberate, nothing is casual
Raw & unfiltered — says the uncomfortable thing, builds trust by not performing
Calm & grounding — slows the customer down, earns trust through stillness
How you want to be perceived
Warm & present
Direct & economical
Witty & pointed
Expert & precise
Elevated & considered
Raw & unfiltered
Energetic & kinetic
Calm & grounding
Worth noting. When operational voice and desired perception diverge, it usually means the brand is performing a tone it hasn't fully earned yet — or that the execution hasn't caught up with the intent. The diagnostic will map this gap.
Visual register · 5 of 7
How do you want people to feel when they encounter your brand?
Choose the feeling your visual world is currently producing — then which you're aiming for. A gap here is often where the core tension lives.
Current reality — what your brand actually signals
Select primary, then click again for secondary.
Restrained & deliberate
Signals confidence through subtraction. Nothing is accidental. The absence of detail is the detail.
Atmospheric & selective
Uses mood and distance to create desirability. Not everyone is meant to feel at home here.
Welcoming & grounded
Expertise delivered with warmth. Signals accessibility without simplifying the product.
Intentional tension
High contrast, graphic force. Signals that belonging requires some effort.
Irreverent precision
Depth and lightness coexist. Signals that seriousness and play are not opposites.
Scarcity signaling
Access is part of the product. The visual system makes clear that this is not for everyone.
Desired perception — what you're aiming for
Restrained & deliberate
Signals confidence through subtraction.
Atmospheric & selective
Uses mood and distance to create desirability.
Welcoming & grounded
Expertise delivered with warmth.
Intentional tension
High contrast. Belonging requires effort.
Irreverent precision
Depth and lightness coexist.
Scarcity signaling
Access is part of the product.
The engine noticed something. When current reality and desired perception diverge visually, the brand is often mid-transition — or aspirationally misaligned with its actual execution. The diagnostic will examine what this gap is costing.
Price tier · 6 of 7
How do you want to be perceived relative to alternatives — and is that the same as how you're actually priced?
Misalignment between price point and brand signal is one of the most reliable sources of conversion friction. Be accurate.
Where you actually sit on price
Accessible
Everyday price. Volume and trust are the levers. The promise is reliable value.
Mid-market
Quality at a fair price. The sweet spot. Customers expect to be impressed but not surprised by the cost.
Premium
Above average, worth it on merit. Customers expect to pay and expect to be impressed enough to justify it.
Luxury
Price signals exclusivity. The cost is partly the point. Deliberately not for everyone.
How you want to be perceived
Accessible
Reliable value, everyday trust.
Mid-market
Quality at a fair price.
Premium
Above average, worth the premium.
Luxury
Exclusive, not for everyone.
The engine will use this directly. When actual price and desired perception diverge, the brand is typically over- or under-signaling. The diagnostic will name what that gap costs.
Last step · 7 of 7
Where should the interpretation go?
The engine will generate your report and send a permanent link to this address. If anything in this diagnostic felt difficult to answer — that's already part of the reading.