Free Brand Tool
Fifteen questions, about five minutes. Score your firm’s brand across the five areas that decide whether clients choose you on value or on price, and see where it is weakest.
The Brand Equity Scorecard is a free self-assessment for law, accountancy, financial advice and consulting firms. It scores your brand out of 100 across positioning, perceived value, consistency, pre-sold arrival and discoverability, then explains your weakest area and what the written audit would check.
Your answers stay in your browser unless you choose to send them.
Brand Equity Scorecard
Answer for the firm as it is today, not as you’d like it to be. The first question tailors your result; the next fifteen are scored.
Your Brand Equity Score
Your weakest area:
What the written audit checks:
This score is directional. The free Brand Equity Audit™ looks at your positioning, messaging, visual consistency and visibility, including how AI tools describe your firm, and sends you a three-page written diagnostic with the fixes that matter most.
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How it works
Three questions in each of five areas. Each answer runs from the weakest position to the strongest, so be candid: the score is only as useful as the answers.
You get a score out of 100, a band, a bar for each area and a short diagnosis of the area holding your brand back most. Print it or save it as a PDF for your next partners’ meeting.
If you want an outside view, request the free Brand Equity Audit™. Your score goes with the form, and the written diagnostic typically arrives within two working days.
Method
Each answer scores from 0 (the weakest statement) to 4 (the strongest). Your overall score is the total of all fifteen answers as a percentage of the maximum, 60. Each area score is the total of its three answers as a percentage of 12.
The five areas are positioning, perceived value, consistency, pre-sold arrival and discoverability. Together they describe whether buyers can tell you apart, whether your presentation supports your fees, whether every touchpoint tells the same story, whether prospects arrive already convinced, and whether search engines and AI assistants can find and name you.
Scores fall into four bands: 85 to 100 is Commanding, 65 to 84 Underleveraged, 40 to 64 Costing you, and below 40 a Wide gap. The scorecard is a self-assessment, so treat it as a starting point rather than a verdict. The written audit is where an outside view comes in.
Yes. It is free, takes about five minutes and needs no sign-up or email address.
They stay in your browser. Nothing is sent unless you choose to request the written audit, in which case your score, band, area scores and sector go with the form.
It reflects your own view of the firm, so it is directional rather than definitive. Partners often score their firm higher than buyers would. For an outside view, request the free written audit.
The scorecard is a self-assessment. The Brand Equity Audit™ is a three-page written diagnostic of what a buyer actually sees: your positioning and messaging, visual consistency, website and entity information, external profiles, competitors and how AI tools describe your firm.
After any significant change, such as a merger, new office, rebrand or new service line, and otherwise once a year. Comparing scores over time shows whether the brand is gaining or losing ground.
Further reading
