What is Brand Grade | How the Brand Identity Assessment Works

Most companies
think they have a brand.
In reality they just have a logo.

A logo is a graphic sign. A brand is a system of meanings, values and promises that makes a company recognizable, memorable and chosen.

The problem? Nobody tells you. Clients don't understand what you do. Competitors look identical to you. Salespeople can't explain why they should choose you. And marketing budget burns without results.

Brand Grade was born to tell you the truth.

5 dimensions.
1 score.
Zero excuses.

Brand strength isn't measured with a single indicator. Brand Grade evaluates your brand identity across 5 strategic dimensions, each with a score from 0 to 100.

DECODE

Identity clarity. Can you explain who you are, what you do, for whom?

DEFINE

Distinctive positioning. Do you make clear choices or try to please everyone?

DESIGN

Visual identity. Are you memorable and visually coherent?

DEPLOY

Execution. Does the brand exist in real touchpoints?

DEVELOP

Vision. Do you know where your brand is going?

How the
AI scoring works

Cross-dimension algorithm

The system doesn't evaluate each dimension in isolation. It detects contradictions between your answers: if you say you're "premium" but can't exclude clients, the score drops. If you have high visual identity but weak strategy, it penalizes you. Coherence matters.

AI analysis of responses

An artificial intelligence model analyzes your text responses to identify empty buzzwords, vagueness, contradictions and lack of specificity. Writing "quality and innovation" isn't enough — the AI detects it and penalizes you.

Brutally honest insight

At the end, the AI generates a personalized analysis that tells you exactly what works, what doesn't, and what to do first. No generic templates. No flattery. Only truth.

Coherence penalty

Incoherent answers between different dimensions generate an automatic penalty. More contradictions = lower score. You can't "game" the system by saying what you think we want to hear.

SCORE

The final score combines the 5 dimensions with the coherence penalty

✓

It's for you if...

You're an entrepreneur, founder or marketing manager of an SME who feels something isn't working
You're about to invest in branding or rebranding and want an objective diagnosis first
You operate in B2B industrial, manufacturing or services where brand is undervalued
You want to understand if you have a brand or just scattered materials without coherence

✗

It's NOT for you if...

You're looking for compliments and validation on how great you are
You want a badge to share on LinkedIn to brag
You're not willing to face the truth
You think branding is "stuff for big companies"

Brand Grade vs
generic quizzes

GENERIC QUIZZES

BRAND GRADE

Questions

Generic, easy

Specific, uncomfortable

Time

2-3 minutes

25 min (serious assessment)

Scoring

Always high (to make you feel good)

Brutally honest + AI

Output

"You're at 78%! Contact us"

Cross-dimension analysis + insight

Focus

Lead generation

Real diagnosis

WHO CREATED IT

Brand Grade is developed by KREDO Marketing

KREDO is a strategic marketing studio based in Düsseldorf that works with SMEs in Italy and Germany. We're not a creative agency that makes "nice logos" — we're consultants who help companies build identities, strategies and marketing systems that work.

We work 360° on marketing: strategy, branding, digital, content, automation, lead generation. Brand Grade is one of our proprietary tools, born from the Identity Flow methodology and over 10 years of direct work with B2B companies.

We offer it for free because we believe an honest diagnosis is the first step for any serious brand intervention.

Brand Strategy Digital Marketing Content & Editorial Marketing Automation Lead Generation Visual Identity Web & UX

Frequently
asked questions

How long does it take?

About 25 minutes if you answer seriously. The first 3 dimensions (DECODE, DEFINE, DESIGN) take about 15 minutes. The last 2 (DEPLOY, DEVELOP) are optional and add another 10 minutes.

Do I need to register?

No. You can start right away. We only ask for name, email and company at the end, if you want to receive results via email or be contacted.

How does the AI work?

We use artificial intelligence models to analyze your text responses, detect patterns (buzzwords, vagueness, contradictions) and generate a personalized insight. It's not a template: it's an analysis built on YOUR responses.

Can I "cheat" the score?

You can try, but the system detects inconsistencies between dimensions. If you say you're premium but don't exclude clients, if you say you have strong visual identity but admit looking like competitors — the score drops. The coherence penalty exists for this reason.

Does it work for B2C companies?

The questions are designed for B2B SMEs, but brand identity principles are universal. If you operate in B2C, the test will still be useful.

How much does it cost?

Nothing. Zero. Free. There's no hidden premium version. You don't need to leave your credit card.

The truth aboutyour brand.