Five stages · 45 questions · about 20 minutes

Where does your brand actually break?

Most brand problems get treated where they show up rather than where they start. SHAPE runs in sequence: each stage hands something to the next, and a weakness upstream quietly invalidates everything built downstream. This diagnostic scores all five stages, then shows you which handoff is failing.

    How to rate

    0
    None. This doesn't exist.
    1
    Ad hoc. It happens occasionally, driven by individuals.
    2
    Partial. It exists but is incomplete, dated, or inconsistently applied.
    3
    Consistent. Documented, current, and used by the people who need it.
    4
    Systematic. Documented, used, owned, and reviewed on a schedule.
    ?
    Not sure. Excluded from scoring and collected separately — not knowing is itself a finding.

    Answer honestly rather than aspirationally. A generous score produces a flattering chart and a useless diagnosis. Your answers are saved in this browser as you go, so you can stop and come back.

    Which describes you?

    The questions change to match. Answering the wrong set gives you a score you can't act on.