The Brand Maturity Scan is a powerful tool that provides valuable insights into the brand, highlighting areas of strength and those in need of improvement. However, it's important to acknowledge that the assessment results can be subjective, depending on the individual answering the questions. People vary in their levels of optimism and expertise in the branding domain.
This became evident during the testing phase of our Brand Maturity Scan. Companies that we perceived as still in the early stages of maturity appeared as 'established brands' in the scan results. While this might seem positive, it doesn't always reflect reality.
Where the results can diverge is in questions that require rating the brand, such as, "To what extent, in your opinion, is your brand's visual identity aesthetically appealing?" This type of question can yield different responses from different individuals.
If the answer aligns with the highest score, it's essential to delve deeper into what motivates this opinion. A valid answer would be one supported by official data, such as user test results. However, if the response relies solely on personal perception, it may be less accurate.
This underscores the importance of considering who answers the questions in the Brand Maturity Scan. Ideally, an experienced brand manager should provide the answers. But we are well aware that not every company has one. In smaller companies, this role often falls to the company owner or a marketing manager. However, in our experience, these roles can introduce bias and may not fully grasp certain aspects of branding.
To ensure the most accurate assessment, we offer a free follow-up call. This option allows the individual who completed the scan to book a call after reviewing the results. During the call, we discuss the findings and help gain a more comprehensive perspective on the accuracy of the outcome.
