Human-First Brand Assessment | Guild Collective
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Human-First Brand Assessment

Human-First
Brand Assessment

This assessment helps us understand where your brand is today, and gives us clarity on how to tell the strategic story that resonates with the humans inside and outside your organization.

15–20 minutes
49 statements
No wrong answers

Your Perspective

To get us started, a few questions to help us understand your brand.

Clarity

Has your brand defined what and who it stands for, and why, so that everyone inside and outside your organization sees the same thing?

Internal Clarity — Team Alignment
1 = Strongly Disagree10 = Strongly Agree
01 Our leadership team has a clearly defined vision for what success looks like over the next 1–3 years.
02 Our entire team has clarity on our strategic business direction—not just what we do, but where we're headed.
03 Our team can articulate why our organization exists in their own words.
04 Leadership uses our brand as a filter for business decisions, not just marketing decisions.
05 Leadership has an articulated vision for how the business helps team members thrive as people, not just as employees.
External Clarity — Market Alignment
1 = Strongly Disagree10 = Strongly Agree
06 Our clients or customers can clearly describe the value we bring to them.
07 When someone encounters our brand for the first time, they quickly understand what we do and who we do it for.
08 Our marketing channels consistently communicate who we are in ways that our target audiences connect with.
09 We have a focused marketing plan that strategically uses our resources to reach the right people.
10 When reviewing and approving marketing, sales, or other materials, expectations are clear because we share an understanding of the core brand.
Both
1 = Strongly Disagree10 = Strongly Agree
11 There is a core belief at the center of our brand that connects how we operate internally to how we show up externally.
12 If you asked five different team members what our brand stands for, you'd get the same answer.
Clarity score
—

Connection

Has your brand done the difficult, consistent, long-term work to stay connected to the humans it serves, and the humans who bring it to life every day?

Internal Connection — Team Experience
1 = Strongly Disagree10 = Strongly Agree
13Our team members feel seen, known, and valued.
14Our onboarding process helps new team members understand who we are at a brand level, not just what their job is.
15Our offboarding process reflects who we are and what we value, even when someone is leaving.
16We have consistent, meaningful ways to celebrate team members when they live into our values.
17We have consistent, meaningful ways to celebrate when we hit goals together.
18Our team members consistently develop professionally and have clear paths for growth inside the organization.
19Our teams view leadership as trustworthy, competent, and caring.
20Our team knows how they individually contribute to the health of the business—and they're motivated by that.
21We have a documented strategy for retaining our best people.
22We know who our ideal candidates for recruitment are and how to reach them.
External Connection — Client/Customer Experience
1 = Strongly Disagree10 = Strongly Agree
23We have a defined sales process that is consistent and effective.
24Our ideal client or customer journey is well established, with intentional value at every stage.
25Our target audiences are well-defined, and our team understands how to communicate with them at different points in the journey.
26Our clients and customers feel supported, heard, and understood when interacting with our brand.
27We have more than transactional relationships with our clients or customers—we have lasting, healthy ones.
28Our customers keep choosing us, even when other options exist.
29We receive a consistent stream of referrals because of our reputation and relationships.
30Our website makes it easy for people to understand what we do and take the next step.
Both
1 = Strongly Disagree10 = Strongly Agree
31The experience our team has internally is consistent with the experience we promise externally.
32We have a clear understanding of how our revenue is generated across products or services and which areas matter most for future growth.
33We understand how our marketing and sales efforts contribute to customer acquisition and can grow demand with confidence.
Connection score
—

Creativity

Does your brand have the strategic foundation to show up in the market in ways that are original, compelling, and unmistakably yours?

Internal Creativity
1 = Strongly Disagree10 = Strongly Agree
34We actively encourage our team to develop better ideas for the business, and we make space for failure along the way.
35We find creative, original ways to solve problems.
36We consistently find new ways to invest in the long-term health of our brand and our people.
37We find creative, inspiring ways to bring our team together in ways that support both business growth and personal growth.
External Creativity
1 = Strongly Disagree10 = Strongly Agree
38Our brand messaging (story, voice, key language) is strong, consistent, and moves our ideal audiences to action.
39Our visual identity (logo, colors, typography, imagery) represents who we are in a unique and compelling way.
40Our messaging and visual identity let us stand out in a competitive market.
41Our marketing, sales, and brand materials move people emotionally, not just informationally.
42The market experiences our brand as trustworthy, professional, and different from others in our industry.
43We understand where we fit in the competitive landscape, and we've chosen a position that's ours.
Both
1 = Strongly Disagree10 = Strongly Agree
44Because we have a solid brand foundation, we're able to adapt to changing market conditions while staying true to who we are.
45Our team understands how to differentiate our products or services from competitors, and can explain why we're different.
46We are in a place where we can dream up new products, services, community connections, or ways to expand.
47We are relentless in our pursuit of becoming the best brand we can be, and our team feels that energy.
Creativity score
—

Rate all 47 statements to submit.

Assessment Complete

Here's a summary of your scores across the three essentials.

Clarity
—
out of 120
Connection
—
out of 210
Creativity
—
out of 140

Share this code with your Guild Collective team so they can load your scores into the comparison dashboard.


Your Guild team will walk you through the full findings and report in your upcoming review session.