Free brand score

Our free brand score shows where your business is losing revenue

Answer fifteen yes-or-no questions in about three minutes. Your score shows the gaps to fix first and the parts of your brand that already work.

Instant score Personalized report Free, no pitch 3 minutes
Brand strategy first
Senior-led accounts
35+ years of strategic work
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?Brand score

Take the 15-question brand score

Answer 15 yes-or-no questions, and your score appears in about three minutes.

QUESTION 1 OF 15
SECTION 01
Strategic clarity
1

Question text goes here.

Rationale goes here.

Yes 0  ·  No 0
5 OF 15 COMPLETE
SECTION 01 COMPLETE
Strategic clarity
UP NEXT
SECTION 02
Visual and verbal consistency

0Brand score
YOUR RESULT
Strong foundation
You answered no on 0 of 15 questions.
0–2
3–5
6+
0–2
Strong foundation
Close the few gaps and keep building.
3–5
Revenue on the table
A Growth Roadmap shows which gaps to fix first.
6+
Reset overdue
Start with brand strategy, then fix the rest of your brand.

Book a free 20-minute review with our chief strategist

Brian Murnion, our co-founder and chief strategist, walks through the causes behind your gaps on a free call, along with what to fix first and what each fix is worth to your business. The call is a straight assessment of your brand, with no sales pitch.

Pick a time →
Brian Murnion, founder of Let's Canoe, leading a marketing strategy session at a whiteboard

You’ll talk with Brian Murnion on the call

I’ve worked in and led strategy for more than twenty years, mostly for businesses that already had marketing in place and could tell something was off. The brand score is the first check I’d use with my parents or my best friend if they needed help. I’d listen, then show them where their brand is losing money and what to fix.

Booking a call after you see your score lets us go deeper into your results. The report is yours to keep whether or not you book, and neither one costs you anything.

Brian Murnion, co-founder and chief strategist

Get your free brand score in about three minutes

It’s the same call I’d give my parents if they needed help.

Get your score ↑

People ask us these brand score questions most often

These answers cover the brand score and what your result means. If your question isn’t here, book a free fit call for the fastest answer.

About the brand score

Is the brand score the same as a brand audit?
The brand score is a quick version of a brand audit. A full audit reviews how clear and consistent your brand is, from the strategy underneath to the way your brand appears in the market. The brand score asks fifteen yes-or-no questions across strategic clarity, visual and verbal consistency, and brand in action. Your score shows where your brand helps sales and where the brand is costing you revenue.
What does the brand score measure?
The score measures strategic clarity, visual and verbal consistency, and brand in action. Strategic clarity asks whether you can state a clear strategy, name your best customers, and say what only you can claim. Visual and verbal consistency checks whether your website, sales materials, and channels look and sound like one brand. Brand in action asks whether people recognize you without the logo, whether your team tells one story, and whether brand work has changed a business metric you track. Each no answer points to a specific gap.
How long does the brand score take?
The brand score takes about three minutes. You answer fifteen yes-or-no questions with no long forms, and your score appears the moment you finish. The full report in a PDF takes one more step at the end.
Is the brand score really free?
Yes, the questions, your score, and the report are free, with no sales pitch attached. You keep the report whether or not we ever talk. We built the brand score for companies that sense their brand is holding them back and want a clear picture before they commit to anything.

What your score means

What is a good brand score?
Zero to two no answers means you have a strong foundation, so close the few gaps and keep building. Three to five no answers means your gaps are costing you sales, and a Growth Roadmap shows which gaps to fix first. Six or more no answers means a brand reset is overdue, starting with your brand strategy. The tiers show priority, since a brand gap costs you money quietly without breaking anything you can see.
I scored well. Does that mean the brand is done?
A strong score means your brand fundamentals are in good shape, and the rest of your marketing builds on those fundamentals. Brands still drift as a company grows and new people tell their own version of the story. A high score is a good time to document your brand strategy so your whole team works from the same strategy.
I scored low. Is that bad?
A low score is common and fixable. Many companies that score low have outgrown a brand someone set up years ago and never revisited. Your score shows which gaps to close first, and the pattern across your no answers tells you more than any single answer.
Why does the pattern of answers matter more than the total?
Brand gaps make each other worse. A weak strategy leads to inconsistent messaging, and inconsistent messaging makes your business harder to recognize. Two no answers in strategic clarity point to different problems than two no answers in consistency, even with the same total score. The report shows what fixing each gap is worth, so you know where to start.

Brand fundamentals

What’s the difference between a brand and branding?
Branding is the visible layer, like your logo, colors, and design. Your brand covers your strategy, the customers you serve, and the reasons buyers pick you over the alternatives. The brand score checks both, because a polished logo on top of an unclear strategy still leaves you competing on price.
What does it mean that a brand is “leaking revenue”?
Buyers decide on price when they can’t tell you apart from competitors, so more of your deals depend on a discount. Trust drops when your message changes from your website to your sales deck to your emails. Customers also hear a vague version of your brand when your team can’t agree on your strategy. Each of these problems quietly costs you margin and sales, and the brand score shows which problems affect your business.
How often should I check my brand?
Check your brand at least once a year, and again when the business changes, like a new market, a new product line, a merger, or a stretch of flat growth. Brand drift happens slowly, so a yearly check catches drift before the gap between what you say and what you deliver gets expensive.
What’s the difference between the brand score and a brand strategy engagement?
The brand score diagnoses the problem with fifteen questions and a score that shows where your gaps are. A brand strategy engagement fixes the gaps by setting your strategy, messaging, and identity, and then we build your marketing on that foundation. Your score tells you whether you need a brand strategy engagement and which part of your brand needs attention first.
Is the brand score the same as the growth gap calculator?
No, the two tools answer different questions. The brand score rates your brand across fifteen questions, and the growth gap calculator starts from your revenue math to find whether your brand, your reach, or your offer is holding growth back. Use the brand score if you suspect your brand is the issue, and use the growth gap calculator if growth has flattened and you’re not sure why.

After your score

What’s in the report?
The report shows your score and tier, along with the questions you answered no and what fixing each gap is worth. The report fits on one page and explains the gaps clearly enough to share with your team without a walkthrough. You’ll get the report in your inbox when you finish.
What happens on the call?
You get a free 20-minute call with Brian Murnion, our co-founder and chief strategist. Brian walks through your results, points out your most important gaps, and tells you what he would fix first. He’ll tell you whether Let’s Canoe is a good match, and if we aren’t, he’ll point you to a better option. Brian won’t use the call for a sales pitch.
How is Let’s Canoe different from other brand agencies?
We’re a founder-led brand agency, and the person reviewing your results is the same person who would lead your work. We set the brand strategy before we build any marketing, with one senior team from strategy through production. The Let’s Canoe Framework keeps our process consistent from one engagement to the next.

A brand agency in Billings, Montana. We set the brand strategy, then build the marketing on top of it, with one senior team from strategy through production.

406-998-7901
team@letscanoe.com
119 N 29th St, Billings, MT 59101

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