[The Short Audit]

Six dials. One finding.

Six statements about how your brand behaves, placed by you. That makes this your own read rather than evidence, which is the honest limit of anything that takes a minute. It is still the fastest way to find out which of the four is worth looking at first.

Set all six

00 / 06

[01]Under pressure
A customer complains in public, and they are right.
We go quietWe answer in public
[02]Decisions
Our last three marketing decisions were settled by
TasteEvidence
[03]Values
A value on our wall has cost us money
NeverThis year
[04]Language
A competitor could publish our homepage copy unchanged
All of itNone of it
[05]Touchpoints
Social, then the website, then meeting us. People find
Three companiesOne company
[06]The loop
We last changed something because of what a customer did
NeverThis month

6 still to set

What the four are.

Every dial feeds one or two of these. The result names the weakest, because knowing which of the four to start with is most of what a first fortnight establishes.

[01]
Evidence
Do decisions come from what was observed, or from taste?
[02]
Consistency
Does the brand behave the same way when it is inconvenient?
[03]
Distinction
Could a competitor run your words without changing them?
[04]
Coherence
Do the touchpoints agree with one another?

What this is not

Six dials cannot audit a brand. They can tell you which of the four is worth looking at first. The real thing takes two weeks, involves your customers rather than your opinion of them, and ends in written findings you keep whether or not you continue with us.

Request the real one See all seven services ↗

What the four are.

Evidence

Consistency

Distinction

Coherence