Brand Scan — A'DAM Comms

How to use this scan: Work through each of the four sections — Promise, Personality, Offer and Communications — by reviewing the brand's publicly available materials: website, social channels, any campaigns or content you can find. For each criterion, select a score from 1–5 and write brief evidence or notes in the box. Don't guess — if you can't find evidence for something, that's itself a finding worth noting. Complete the overall verdict and recommendations at the end.

Not present / unclear

Weak / inconsistent

Present but underdeveloped

Good — clear and consistent

Excellent — distinctive and compelling

Sources reviewed

Website URL

Instagram

Other (TikTok, YouTube, press, ads…)

Brand Promise (What does the brand stand for?)

Purpose, vision, mission, values and story — the "why" behind the brand

—

/ 25

Criterion	Score	Evidence & notes
Purpose / mission Is there a clear reason this brand exists beyond making money? Can you find it easily?
Vision Does the brand articulate where it's headed — the change it wants to see in the world?
Values Are the brand's values stated? Do they feel specific to this brand, or generic? Do you see them lived out?
Story & positioning Is there a compelling brand story — where it came from and why it exists? Is it clear how this brand is different from others in the same space?
Uniqueness Does this brand feel genuinely distinctive — or could any brand in this space say the same things? What, if anything, makes it stand out?

Section 1 summary — key strengths and gaps

Brand Personality (How does the brand look, sound and feel?)

Visual identity, verbal identity, tone of voice — and whether it's consistent across touchpoints

—

/ 25

Criterion	Score	Evidence & notes
Logo & name Is the logo distinctive and used consistently? Does the name feel right for this brand?
Colour & typography Does the brand have a clear colour palette and typography? Are they used consistently across touchpoints?
Imagery & visual style Is there a consistent visual world — photography, illustration, or design style? Does it feel intentional?
Tone of voice Does the brand have a distinctive way of writing and speaking? Is the same tone used everywhere?
Overall consistency If you looked at the website and then the Instagram with no context, would you know it was the same brand?

Section 2 summary — key strengths and gaps

Brand Offer (What does the brand do, and why does it matter?)

Value proposition, differentiation, brand story and proof — how clearly the brand communicates what it offers

—

/ 25

Criterion	Score	Evidence & notes
Clarity of offer Within 10 seconds on the homepage, can you tell what this brand does or sells?
Value proposition Does the brand communicate why its offer matters to its customers — what problem it solves or benefit it delivers?
Who is this for? From what you can see, can you tell who this brand is talking to? Does everything — language, imagery, tone — feel aimed at the same kind of person?
Differentiation Does the brand communicate clearly what makes it different or better than alternatives? Would this stand out in a crowded market?
Proof & credibility Does the brand back up its claims? Are there testimonials, case studies, awards, data, or other evidence?

Section 3 summary — key strengths and gaps

Brand Communications (How and where does the brand show up?)

Channels, content, storytelling, audience reach — and whether it all adds up

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/ 25

Criterion	Score	Evidence & notes
Channel presence Is the brand present on the right channels for its audience? Are all channels active and maintained?
Content quality Is the content — copy, images, video — well-made, engaging, and worthy of the brand? Does it stop you scrolling?
Storytelling Does the brand tell stories — not just promote products? Is there narrative, emotion, or human interest in the content?
Audience engagement Does the audience respond? Are there signs of genuine community — comments, shares, interaction — rather than just broadcast?
Mission alignment Does what the brand communicates feel consistent with its stated purpose and values? Or is there a gap between what it says and what it does?

Section 4 summary — key strengths and gaps

Overall Brand Score

—

/ 25

Promise

—

/ 25

Personality

—

/ 25

Offer

—

/ 25

Comms

Total brand score — / 100

0 — Needs significant work 50 — Developing 100 — Exceptional

Overall verdict — your honest assessment of this brand

Recommendations

Based on your scan, what should this brand do? Prioritise your most important suggestions.

Priority

What we recommend

Why it matters

🔴 High

🟡 Medium

🟢 Lower