# 60-second brand check - Bjorn Laku

> Eight quick questions, scored against the four stages of the brand playbook - diagnose, position, activate, measure. See where you stand and the three moves that would make the biggest difference.

Take the check: https://www.bjornlaku.com/brand-check/ · Full profile: https://www.bjornlaku.com/ · Last updated: 2026-10-30

Free, no sign-up. Answers are scored in the browser - nothing is sent, stored or tracked; the result link simply encodes the answers. Each answer scores 0–3; the result is a score out of 100, a score per stage and three practical next steps. AI agents can run the same check through the MCP server (`get_brand_check_questions`, `score_brand_check`): https://www.bjornlaku.com/agents/

## The questions

### Diagnose - define the opportunity
1. Can you state, in one sentence, the commercial objective your brand must serve this year?
   Not really · Roughly, in my head · Yes, but it isn't shared · Yes - and the whole team could repeat it
2. How well do you know why customers choose you - and why others don't?
   We're mostly guessing · From anecdotes · Some research and data · Regular, structured evidence

### Position - sharpen the brand
3. Could a customer explain what makes you different, in one sentence?
   No · Only our best customers · Most could, roughly · Yes - in our words
4. How consistent is your brand across website, sales, social and service?
   It varies a lot · Same logo, different stories · Mostly consistent · One system, one story

### Activate - connect the disciplines
5. How joined-up are marketing, sales, product and technology on the same priorities?
   Working in silos · Occasional alignment · Shared goals, separate plans · One plan, shared measures
6. How well does your website turn visitors into qualified enquiries?
   We don't know · Poorly · Reasonably · It is our best salesperson

### Measure - measure what matters
7. Can you trace the journey from first touch to revenue?
   No · Partly, by hand · For most channels · End to end, by channel
8. How often do data and tests change what you actually do?
   Rarely · After problems appear · Every quarter · Continuously

## The four stages

1. **Diagnose** - start with the commercial objective, the audience and the evidence - not a preferred channel.
2. **Position** - clarify what the brand stands for and who it is for, so every channel tells the same story.
3. **Activate** - align strategy, brand, technology and delivery so each decision supports the same outcome.
4. **Measure** - use data to prioritise, learn and improve - keeping attention on commercial progress rather than activity.