Brand Performance Scorecard

15 questions, about 10 minutes. Answer based on what is actually happening in your business right now, not what you are working toward. There are no right or wrong answers. The more accurately you reflect your current reality, the more useful your results will be.

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First Name *

Last Name *

Company Name *

Company Website

If available

Email *

The result will be sent to this email

Industry/Field *

Pricing Power

Do you usually have to be cheaper than competitors to win a customer? *

• Always, price is how we compete
• Often
• Sometimes
• Never, customers choose us for other reasons

When you raise your prices, what happens? *

• We lose customers immediately
• We lose some customers
• We lose few customers
• Barely affects us

Is there any work or product where you charge more than competitors because it's distinctly yours? *

• No, we’re priced around the market
• We have, but not much sales on them
• One or two things
• Yes, several things we price freely

Customer Loyalty

What share of your sales comes from repeat customers? *

• Almost none, it’s mostly one-time
• Under 25%
• Around 50%
• Most of our sales

Do customers choose you specifically, or would any similar provider do? *

• Any similar provider would do
• Mostly interchangeable
• Some prefer us specifically
• They actively choose us by name

Do customers recommend you to others without being asked? *

• Never
• Rarely
• Sometimes
• Regularly, word of mouth is real

Acquisition Dependency

How do you get most of your customers? *

• We struggle to get customers consistently
• Paid ads, cold outreach, or my own direct selling
• A mix of referrals and active promotion
• Mostly inbound: search, referrals, word of mouth

When you run ads, discounts or promotions and you stopped them, would sales continue? *

• Sales are minimal either way
• Sales would mostly drop
• Sales would drop a bit
• Sales would continue, ads just accelerate us

Do customers mostly buy only when there's a sale or discount? *

• Yes, almost always
• Often
• Occasionally
• No, they buy at full price

Market Perception

When you pitch for partnerships, funding, or clients, what usually happens? *

• We lose to organisations that look more established
• We win few, but we struggle with them
• We win some of them
• We win on merit, perception isn’t a barrier

Are you still seen as small even though you've grown? *

• Yes, constantly
• Often
• Sometimes
• No, we’re taken at our real size

Does your website/pages close sales on its own, or do you have to convert people yourself through messages and conversation? *

• It doesn’t sell, I close everyone personally
• It helps a little, but I do most of the closing
• It converts some on its own
• It reliably converts visitors without me

Clarity and Visibility

When a new visitor lands on your website or social media, do they understand what you do, or do you end up having to explain it? *

• I always have to explain it
• Often need to clarify
• Mostly they get it
• It’s immediately clear

Can you explain what you do, and what makes you different, in one clear sentence? *

• No, it always comes out tangled
• Sort of, it takes a few goes
• Mostly
• Yes, cleanly and consistently

Over the last year, has your customer or audience base grown, stayed flat, or shrunk? *

• Shrunk
• Stayed flat
• Grown slowly
• Grown steadily

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