The Brand Leak Scorecard

Find your brand leak.

Something on your site is quietly costing you money.

Usually it's because the business moved faster than the brand did. Twelve questions show you where that gap is showing up, which leak is doing the most damage, and where to look first.

12 questionsAbout 4 minutesFree

By Ivy Kimani, The Brand Editor. Built for B2B SaaS, fintech and tech companies that have grown past the brand they launched with.

Why brands leak

Your brand doesn't usually break overnight.

The product has moved on. So have your customers, and probably your positioning. The website, the deck and the identity are still describing the company you were when they were made.

Nobody decided that. It just wasn't anyone's job to notice when the brand stopped fitting.

So it rarely looks like a bad brand. It looks like a conversion problem. A sales team re-explaining the product on every call. A website that's been redesigned twice and still feels off. A competitor with a weaker product winning the deal.

Your business changes.New product, new market, bigger customers.
Your brand lags.Still telling the story from an earlier version of you.
The gap creates leaks.Friction, confusion and lost trust, in five places.
Before you start

What changed?

Brand leaks tend to appear when the business moves faster than the brand. Tick anything that's true right now. It shapes your diagnosis.

None of these? Start anyway.
The five brand leaks

Where could your brand be leaking?

Five ways a growing company falls out of step with its market. Most companies have more than one. One is usually doing most of the damage.

The scorecard

Twelve questions. Be honest.

Each one scores 1 to 5, and 1, 3 and 5 are described for you. If you're torn between two, pick the lower. You'd find out anyway.

The paid consultation

Fix your brand leak.

The scorecard runs on what you can see from the inside. Here I look at the real thing first, then we spend an hour on where your positioning, brand, website and customer journey are losing you clarity, trust or conversion, and what to fix first.

What I look at beforehand

  • PositioningWhat you claim, who it's for, and how it holds up against the alternatives buyers weigh you against.
  • BrandIdentity, tone and proof, judged against the customers you're trying to win next.
  • WebsiteWhat a cold visitor understands, believes and does.
  • Customer journeyFirst visit to signed deal, including the deck and the handover to sales.

What you leave the hour with

  • Your primary and secondary leakConfirmed or corrected. What you scored yourself and what I find don't always match.
  • EvidenceWhere each leak shows up, pulled from your own site, deck and materials.
  • A priority orderWhat to fix first, what can wait, and what to leave alone.
  • Written notes afterwardsA short summary you can hand to your team and act on without me.
Investment$100
Format60 minutes, live
Safety net

If you don't leave the hour with at least three specific leaks and what to do about them, you don't pay.

Some leaks need a rebrand. Plenty need three changes and a better deck. You'll know which.

Fix my brand leak