Free calculator

Brand Consistency Score

A short self-assessment of how consistent your brand is across logo, color, type, voice, channels, positioning and messaging. You get an overall score, a score for each area and where to focus first.

Enter your numbers

Rate each statement from 1 (strongly disagree) to 5 (strongly agree). Answer for your business as it is today. There are 21 statements and the result appears when you have answered them all.

Logo consistency

My logo looks the same everywhere I use it, including my website, social media, invoices and packaging.
I use only approved logo files and never stretch, recolor or crowd the logo.
My logo stays clear and recognizable at small sizes, such as a profile picture.

Color palette consistency

I have a defined set of brand colors, written down with exact values.
Those colors appear consistently across my website, social media and printed materials.
The text and background colors I use are easy to read together.

Typography consistency

I use one or two typefaces for my brand rather than a different font each time.
Headings, body text and buttons follow the same style across my channels.
My text sizes and spacing keep content easy to read on phones and computers.

Brand voice consistency

I can describe my brand voice in a few words, and people who work with me would agree.
My emails, posts and website sound like the same person or business.
Everyone who writes for my business knows what to say and what to avoid.

Website and social media consistency

My website and social profiles use the same name, logo and bio wording.
Visitors who move between my website and social channels feel they are in the same place.
My profile images, banners and links are up to date on every platform.

Audience and positioning clarity

I can say in one sentence who my business is for and what it helps them do.
My website and posts speak to that same audience, not to everyone.
I can explain clearly how I differ from the alternatives my customers consider.

Messaging consistency

My main message is the same on my homepage, social profiles and sales materials.
My offers, prices and promises do not contradict each other between channels.
My calls to action tell people clearly what to do next.

0 of 21 statements answered

Your result

Answer all 21 statements to see your score and where to focus first.

How the score is calculated

The assessment covers seven areas of brand consistency, with three statements in each. You rate every statement from 1 to 5, and the score is calculated in three steps:

  1. Each answer becomes a 0 to 100 value: (answer - 1) / 4 x 100. So 1 = 0, 2 = 25, 3 = 50, 4 = 75 and 5 = 100.
  2. Each category is the average of its three statements.
  3. The overall score is the average of the seven categories. All categories carry the same weight.
Overall score = Average of the seven category scores (each 0 to 100)Score bands: 85 and above is strongly consistent, 70 to 84 mostly consistent, 50 to 69 consistent in places, below 50 needs attention.
Illustrative answers only

These answers are made up to show how the score works. Use the button to fill in the whole form with them.

  1. In one category you answer 4, 4 and 3.
  2. Those become 75, 75 and 50.
  3. The category score is (75 + 75 + 50) / 3 = 66.7.
  4. Do this for all seven categories, then average them for the overall score.

What this assessment measures, and what it does not

This tool is an educational self-assessment. It reflects your own honest answers, so it is as accurate as they are. It is not a scientifically validated measure of brand strength, and a high score does not guarantee that customers see your brand the same way.

Consistency matters because people recognize and trust what looks and sounds the same each time they meet it. A brand that changes its logo, colors, tone or message between channels makes visitors work harder to recognize it. Consistency is not the whole of a brand, though. A consistent brand can still be unclear or unappealing, so use this score as a prompt to look closer, not as a final verdict.

How to get more value from your result

Answer alone first, then ask a colleague or a customer to answer for your business, and compare. Differences between your answers and theirs often show where the gaps are. Then look at the categories with the lowest scores and fix the biggest problem in each one before you move on. To check what is out of line today, follow our guide to auditing your brand. Fix voice with brand voice consistency, and check your logo with the squint test and logo spacing rules.

Want to write the decisions down? The free Brand Strategy Workbook has pages for your audience, positioning, voice and differentiation.

Frequently asked questions

Is this score scientifically validated?

No. It is an educational self-assessment built from common brand consistency checks. It helps you notice gaps, but it is not a validated research instrument.

Who should answer the questions?

Start by answering yourself. For a more useful picture, ask someone who works with you, and if you can, a customer, to answer separately and compare.

Why do all categories have the same weight?

Keeping the weights equal keeps the calculation easy to follow. If one area matters much more to your business, pay extra attention to that category in the breakdown.

How often should I repeat it?

Every few months, and after any change to your logo, website, colors or message. Compare your scores over time.